Is the ideal man a myth…or reality? With the launch of its first fragrance, Guerlain asks the question with a distinctively witty touch.
Two years after shaking up the women’s fragrance market with the smashingly successful La Petite Robe Noire, Guerlain is back, this time with a masculine image. Created by Guerlain in-house perfumer Thierry Wasser, “L’Homme Idéal” is powerful, elegant and very restrained. “I created this fragrance as the trigger to reveal all of man’s potential,” says Thierry Wasser.
“The key to this fragrance is the “amaretto” accord that makes its wearer unforgettable. An almond men’s fragrance for an irresistible man,” the master perfumer continues. “L’Homme Idéal” comes in bottle inherited from the mythical “Habit Rouge”, whose lateral facets are painted matte black for an ultra-masculine style. In a bold digital move, the case is stamped with a QR code. Offbeat gifs and a video game come together create a chic and playful universe.
Guerlain tapped Michel Gondry to direct the advertising campaign for the launch of the new fragrance. The Academy Award-winning French director—who has worked with A-list stars including Bjork, Rolling Stones and Daft Punk—offers up an offbeat vision of the ideal man against a catchy soundtrack.
Innovating its digital and media presence, the Guerlain ad premiered to inaugurate the debut of Facebook Premium Video in Europe. Four spots were developed specially for the occasion. An audacious strategy that responds to the new challenges of the younger generation.