I've been criticizing Guerlain (not only me, AlbertCan wrote a good analysis on their PR) on many aspects but things are about to move into a new direction. One aspect was the closed doors strategy but several brands worldwide have already started to embrace what is called Feedback 3.0 by trendwatching.
Sylvaine Delacourte announced on
graindemusc her intention to open the subject of criticism and debate on her personal blog
EspritdeParfum (only in French for the moment). No matter the consequences (improving quality, better fragrances or just a debate for more online buzz), that's an important first step. At least the Sleeping Beauty (Guerlain) seems to wake up to the new technology and that is good news.
I can only congratulate Mme. Sylvaine Delacourte for her intention and quick reaction and that's new for Guerlain. There are many hot and delicate subjects to debate but that's like an exam for the brand (though we speak only about the creations that involved Mme Delacourte).
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Fragrance is the 8th Art - Octavian Coifan - Le Parfum est le 8ème Art
