BrandGuerlainGuerlain's Little Black Dress, the most famous silhouette in...

Guerlain’s Little Black Dress, the most famous silhouette in the perfume department


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Guerlain's Little Black Dress, the most famous silhouette in the perfume department
Guerlain‘s Little Black Dress, the most famous silhouette in the perfume department

We no longer present her, she walks the streets of Paris and makes this capital her playground. Her gait is dancing and it is impossible to pass her without noticing her very sparkling side. His heels echoed on the pavement. She leaves no one indifferent. Her smile is devastating and her winks are seductive. You must have missed her in 2012, the year when she came up short. Its strengths are numerous but the most noticed is undoubtedly its fragrant trail. You recognized it, it is La Petite Robe Noire by Guerlain.

The fruity scent of La Petite Robe Noire

La Petite Robe Noire was first launched in 2009 but only sold in the Guerlain store in Paris. It was not until 2012 that it was marketed worldwide. La Petite Robe Noire is an oriental and floral fragrance. It opens with a very gourmet and sweet note of black cherries. This tangy delicacy is then enhanced by an exquisite combination of the dynamism of bergamot, the sweetness of mint and the sparkling appearance of red fruits. Her heart, meanwhile, reveals an extreme femininity. Two types of roses intermingle, namely the Bulgarian rose and the Turkish rose. Its sensuality is exquisite and should not leave you indifferent. The whole is then enhanced by a hint of liquorice and black tea. And yes, La Petite Robe Noire has its character! Finally, its wake delivers the famous Guerlinade, a combination of tonka bean, vanilla, iris and patchouli, emblematic of the brand. This scent is to die for and, like the garment in question, every fashionista should own at least one.

Guerlain creates an unprecedented marketing campaign

On the occasion of the release of La Petite Robe Noire, Guerlain saw things in a big way… in a big way! This marketing campaign was carried out at 360 ° and took on an unprecedented scale. The Little Black Dress was everywhere. On the one hand, his extraordinary muse did not fail to surprise. Indeed, there was no question of interplanetary star, this perfume was embodied by La Petite Robe Noire itself. This silhouette drawn in Indian ink flooded our daily lives. Beyond the permanent presence of the advertising film on our small screens, we found for example 8,000 silhouettes of 1.80m, placed in the largest cities of France such as Paris, Lyon, Toulouse, Nantes and Nice. In addition, huge advertising posters covered entire facades of buildings. The Little Black Dress was screened in cinemas in 3D. It was also highlighted on the Champs-Élysées via a projection emanating from the famous Maurice columns. Finally, La Petite Robe Noire even had its own Facebook page! Decidedly, she is the very embodiment of a modern woman, full of life, on all fronts at the same time. However, it remains nonetheless particularly radiant and its liveliness is reflected through its scents.

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