The ideal man exists, and Guerlain says so, oo rather its new fragrance. We had the chance to go behind the scenes of the launch of this new fragrance, which is proving to be crucial for the Parisian house. Guerlain wants to repeat the success of La Petite Robe Noire, which appealed to a younger clientele. L’homme idéal is therefore a Guerlain fragrance of the finest vintage, a men’s fragrance, which is rare to say the least, with a modern twist and a major advertising campaign to go with it. It’s a departure from the intimate world often associated with Guerlain men’s fragrances, and a step closer to the competition’s hit campaigns. A fragrance that appeals not only to men of taste in search of modernity, but also and above all to women who like to smell their necks.
The Fragrance
Anyone who puts their nose to the elbow of “L’Homme Idéal” will have the chance to taste three successive accords: intelligent, beautiful and strong. The intelligence of a sparkling top note, ideally fresh and matching the lively spirit of the owner of the smelled neck. Citrus adds a tangy pep, rosemary an aromatic touch, and orange blossom a breath of romance.
The beauty of a hyper-sensual “amaretto” heart note, based on the trio of almond, tonna bean and sugar cane, to which our perfumer has added secret ingredients… as well as vanilla for its sweetness, gourmandise and unsettling warmth.
The strength of a woody-leather base note, to definitively establish the masculinity of L’Elu.
To give it strength and staying power, the fragrance has been built around woods: Indian vetiver, cedar and leather reworked in a contemporary way. The final olfactory message is clear: we are in the presence of a racy, virile and refined being.
The Perfumer
“Obviously, L’Homme Idéal is handsome, intelligent and strong! For these three qualifiers, three accords created with noble, vibrant raw materials. The key to this fragrance is the “amaretto” accord, which makes the wearer unforgettable. A masculine almond for an irresistible man… What makes L’Homme Idéal unique and recognizable is the almond inherited from Jicky, created in 1889, which testifies to the audacity that reigned at the time. In L’Homme Idéal , I’ve worked with almond in a figurative way, with
only suggested in the base notes. It is present from the top notes to the base notes, which is unheard of in perfumery. L’Homme Idéal’s rich, warm “amaretto” accord is composed of tonka bean, natural almond and a vanilla note. These raw materials, part of the Guerlain tradition, interact to create a faceted fragrance. In a very masculine style, almond rests
on an architecture of woody notes, solid and anchored in modernity. But L’Homme Idéal also knows how to be explosive and sparkling when the almond note emerges through a fresh, aromatic citrus top note. These accords create a subtle balance and nuance in the emotional juice. The emotion that unfolds with this fragrance is that of an encounter with l’Homme Idéal.
Thierry Wasser
Case and bottle
First, there’s this mysterious case, a black-and-white graphic object that intrigues the men of 2014, attracted as much by the perceptual art of a Vasarély or a Julio Le Parc as by the visual modernity of the digital age. An artistic QR code of sorts. And it’s no coincidence. The House of Guerlain has had a close relationship with art for 5 generations; from painting to contemporary design, it draws its inspiration from it and dedicates creations to it. Its collaboration with FIAC since 2006 is no stranger to its interest in new artistic territories…
In this case, the square, faceted, sleek and luxurious bottle awaits. Radical, matte-black lacquered sides. A heavy cap, also matte, resolutely masculine, borrowing its guilloché pattern from the world of watchmaking. But since men who aspire to wings are no less disdainful of their roots (they’re smart, remember), take a closer look: and yes, the shape of this bottle is also a nod to the mythical “Habit Rouge”. A bottle that seduces us with its luxurious feel.
The campaign.
Guerlain entrusted its campaign to Michel Gondry, an editorial darling from the start. We were thrilled to see this clip.
Frenchy Oscar winner, gifted with an eclectic, poetic universe. Hyper-imaginative, daring and offbeat. He’s a musician, a comic book artist, capable of inventing technical tools adapted to the stories he wants to tell, and he’s told plenty: from the most beautiful music videos by Björk, the Rolling Stones or Daft Punk, to cinema (“Eternal sunshine of a spotless mind”, “La science des rêves”, “Soyez sympa, rembobinez”, “The green hornet” and recently “L’écume des jours”) and advertising (Nespresso, Air France, Levi’s, Nike)…
In the end, the campaign is effective, if a little polished unfortunately.
Here’s the campaign that’s playing over and over on all your screens.
And its making off
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