Monday, February 27, 2017

So she directed the video along with a small Guerlain team and Terrence Malick.  She likely has considerable artistic control as well.

Guerlain Poised to Launch International Women’s Scent

Mon Guerlain is due out worldwide starting March 1.

By  on February 27, 2017

PARIS – Guerlain is poised to launch a new women’s fragrance — called Mon Guerlain — conceived to have strong resonance abroad.
“We are entering a new cycle for Guerlain,” explained Laurent Boillot, chairman and chief executive officer of the LVMH Moët Hennessy Louis Vuitton-owned brand. He said the house has been registering solid growth backed by strong projects such as the perfume La Petite Robe Noire, Orchidée Impériale skin care and a new factory.
“It’s time for Guerlain to go even more international,” he continued, adding now is also a moment for the label to focus further on perfume.
“The cahier des charges [or specification] was to say the next fragrance had to be a manifesto of Guerlain,” he said. “Why? Because we are going to speak to so many consumers in the world who don’t even know who we are. When they have the first experience with Guerlain, it should be what the brand is with 190 years of history and what it wants to be like in the future.”

A key element for building swift awareness is the scent itself. Mon Guerlain’s juice was conceived by Guerlain master perfumer Thierry Wasser and Delphine Jelk. “It’s reflecting the idea of Guerlain revisited, a new Guerlinade,” said Boillot, referring to the base composition that most Guerlain scents share, including notes such as Tahitensis vanilla, Carla lavender, jasmine sambac, sandalwood and rose.
“The fragrance is inspired by a woman with different facets,” said Boillot. Specifically, Wasser gleaned inspiration from Angelina Jolie, the scent’s muse and its face.

Discover Mon Guerlain

Guerlain executives mined the brand’s archives and chose a streamlined flacon with a quadrilobe stopper dating from 1908. “It’s so modern because of the pure lines, the pure design,” said Boillot of the bottle, which has the name “Guerlain” appearing directly on it; there is no label.
The scent’s moniker, which is translated as “My Guerlain,” was meant to put the brand’s name at the forefront. “We believe that intimacy with your fragrance is important,” continued Boillot.
Jolie has known Guerlain since childhood, as her mother used its iris-and-violet-scented powder.

The fragrance’s film advertisement comes in various formats including 60, 30 and 20 seconds. Jolie appears in and directed the video along with a small Guerlain team and Terrence Malick. It reimagines the perfume’s creation.

John Munro lensed the print campaign, which involves two black-and-white images — one of Jolie’s face and shoulder, and another that’s a silhouette in which the tattoo on her back appears. “The objective was: Let’s do something that is iconic,” said Boillot.
Jolie, whose other activities include serving as a special envoy of the United Nations Refugee Agency and being a cofounder of the Preventing Sexual Violence Initiative, is to donate her salary for the Guerlain advertising campaign to charity.
“We never invested so much in a fragrance [launch],” said Boillot, without divulging numbers.
However, industry sources say they expect Mon Guerlain will generate 70 million euros, or $74.1 million, in first-year retail sales worldwide.

The fragrance is due out in all countries on Wednesday save for China, which is slated for early next year. Today, Guerlain’s strongest markets include France, China, Russia, the Middle East, travel retail, Italy and Spain. In France, the eau de parfum spray comes in 30-, 50- and 100-ml. bottles retailing for 62.50 euros, or $66; 89 euros, or $94, and 126 euros, or $133, respectively. The 1-l. edp bottle sells for 3,200 euros, or $3,378.


  1. Angelina Jolie Sheds Light on Genocide
    You may know Cambodia as the filming location for Lara Croft: Tomb Raider, the birthplace of Angelina Jolie’s eldest son, a country that has granted Angelina Jolie citizenship, and as the source of several other Angelina Jolie-related facts. Recently, Cambodia has again been in the news because of its connection to Jolie. This time, Cambodia’s mention sheds light on a piece of the country’s history that continues to affect its people today.

    Angelina Jolie directed the upcoming Netflix film First They Killed My Father, which tells the true story of a child caught in the midst of the genocide carried out in Cambodia by the violent Khmer Rouge dictatorship during the late ‘70s. The genocide wiped out nearly a quarter of the population, with estimates claiming the death toll was at least 1.7 million in a population of 7 million. During the film’s production, Jolie emphasized the importance of retaining the film’s authenticity and depicting the traumatic event with respect, making sure to film entirely on location in Cambodia, in the Cambodian language Khmer, with Cambodian actors (most of whom are unknown). In an interview, she said, “Most everyone in our crew survived this war and lost family members,” adding that “many of the scenes we were recreating, people had actually personally experienced.”

    Jolie cited as another motivation for the film her desire to help others better understand the magnitude of the genocide and the resilience of the Cambodian people. She said, “I thought that this war that happened 40 years ago and what happened to these people was not properly understood, and not just for the world, but for the people of the country … Since [the genocide] happened, there are many people denying the history or saying it wasn’t as bad. Many people want to forget.” Jolie is not alone in feeling that people should never forget this monumental and horrific piece of recent history.

    Before the film’s premiere at the Angkor Wat temple complex in Siem Reap, the spokesman for the agency that oversees the complex, Long Kosal, spoke about why he feels the film is necessary. Kosal said, “As a Khmer Rouge survivor, I am very proud that this movie is to be screened here, as the film will recall the atrocities and harm caused to the Cambodian people under the Khmer Rouge regime.” He mentioned how he appreciates the way the film serves as a reminder to a younger generation that such regimes are possible yet detrimental to both society and humanity at large. Sophy Hun, who acts in the film, adds of her participation, “This role was very hard for me. I don’t want to hear or know this story, but we must remember. We must not forget this regime.”

    For others, the film serves as a medium for not only remembering but mourning the genocide. Producer Rithy Pahn said, “In order to mourn we must speak. It’s the possibility of using creation to reconstruct ourselves. Telling a story is also mourning, it’s also moving on.” Moreover, Jolie hopes that the opportunity to speak about the genocide will extend beyond the film’s production. She hopes the film’s audience will be able to see itself in the characters, relating to them in terms of what it means to have a family and be a child going through something unthinkable. Jolie calls the film “a love letter to the Cambodian people,” and Pahn elaborates what that means to him, saying, “It’s to show that, despite everything – this totalitarian regime’s attempt to destroy our identity, our culture, our thoughts, our feelings – today’s Cambodians are capable of [persevering].”

    The film comes out on Netflix later this year.

  2. Fussy here is a BBC audio with additional bits reporter Yalda where when asked about medias input of the incident and how she was potrayed and Angelina says that she hasn't talked to anyone about the incident, her answer is very forthright and honest.