Idôle, the perfume for women from Lancôme
Idylle, like a love potion arranged in a drop of gold, is inseparable from the famous Guerlain scented creations inspired by the greatest love stories. Yet Idylle innovates by positioning itself much more on its floral and musky architecture than on the usual straightforward Guerlinade. A sign of Guerlain's renewal, Idylle is bringing the historic perfumer to the era of 2.0 advertising, and it works!
When Guerlain enters the era of digital communication for a Divine Idyll
In 2008, the Guerlain house witnessed a major upheaval: the arrival of a young nose who is no longer a “Guerlain”, the creation of a new perfume Idylle sans Guerlinade and communication campaigns that 'spread on the net even more than elsewhere.
A sign of the new times and of a house that has always been able to adapt perfectly to its time, Idylle's advertising is not only television or photographic, it is also computerized. It must be said that the magnificent and seductive muse of Idylle, Nora Arnezeder, poses with all her fresh and daring beauty in an advertisement both sober and totally intoxicating where all eyes are found around the loving expressions of the so pretty young woman . The visual, just as worked, comes alive with the beauty of the design of the drop of gold Idylle highlighted by the splendid face of its muse.
Obviously, Idylle's advertising campaign deserved wide distribution. In addition to the site created by Guerlain exclusively dedicated to Idylle, spots and visuals invade all the most famous Internet pages, even appearing on the famous Deezer to offer an Idylle playlist ... With Idylle, Guerlain entered fully into the era of communication 2.0.
Idyll or the end of the Guerlinade in favor of a beautiful flowery chypre
The gold drop design by Ora Ito d'Idylle is beautiful and original, although it reminded some of the bottle of Secret Obsession. Proof of this is that the Idylle bottle has been designed as a unique work of art that wants to represent "a tear of female joy and happiness, a drop of love, a drop of gold." ".
Idylle is of course also the very first perfume designed by Thierry Wasser at the head of Guerlain, no longer as a collaborator. And we can say that if some blame him for his absence from Guerlinade, others are very satisfied with this change, which, in the end, is not. “Because of my experience, today there are raw materials that I particularly like. They all come from the Guerlinade: Guerlain's olfactory signature (tonka bean, iris, jasmine, rose, bergamot and vanilla), but they are used more or less in my creations. »1 explains Thierry Wasser. The guerlinade is therefore a constant inspiration but not an end in itself, it is said.
Besides, Idylle will highlight all the sublime potentials of these varied influences. The top notes of fresh and fragrant bergamots prepare us for the rain of flowers from the heart. Then the Bulgarian roses so dear to Guerlain spread their intense fruity facets with joy with delicate jasmine as well as notes of freesia, lily of the valley, peony and white lilac. Finally, to better frame this “idyllic” floral cocktail, white and cottony musky depths will be adorned with the sensual movement of patchouli.
Times change and Guerlain evolves and transforms itself through collaborations. With Idylle in 2009, the venerable perfumery offers a younger audience the splendor of its know-how while freeing itself from its past to better fit in with the present. There is no betrayal of historical values, however, the pretty Idylle is also the worthy heir to the great perfumed names of the house.
“By associating the sensuality of chypre and the intimate facet of white musks with a bouquet of flowers, symbol of the declaration of love, he [Thierry Wasser] manages to express the romantic and carnal idea of idyll. »Guerlain, Idylle.