What we say:
When the dress code to a fragrance launch is ‘Little Black Dress’ it’s pretty obvious that the fragrance will have something to do with a little black dress. But the Guerlain team outdid themselves this time round. From the super-secret, grand unveiling of their fragrance from under a black sheet to the pop-up menus, placemats and even scrumptious sugary sweet cupcakes!
Yes, Guerlain have relaunched their 2009 limited edition and exclusive La Petite Robe Noire fragrance by their in-house perfumer Thierry Wasser.
La Petite Robe Noire is cheeky, flirty and oh so sexy – like ever woman’s little black dress should be. It smells divine enough to eat, and here’s why… The top notes open with black cherry and an exquisite blend of almond, berries and bergamont. Rose then blooms into the heart notes – Bulgarian rose essence and Turkish rose absolute. The deliciously sweet yet smoky base notes of liquorice, black tea, anise and smoked lapsang leaves round out at La Petite Robe Noire. Yum!
For the reinvention of the fragrance, Guerlain shied away from celebrities and instead focused on the fragrance itself and the concept of the little black dress. A new character was brought to life by the renowned illustrating duo, Olivier Kuntzel and Florence Deygas.
Of this new character Guerlain says: ‘The sleek figure of a mischievous, endearing and refined Parisian woman moving through a unique showcase on the borders of fragrance and fashion. Hand-sewn and tailor-made to capture all the personality of La Petite Robe Noire.’
This character is fully captured in the very cute TV spot below: