GUERLAIN
LEGACY OF ART, LUXURY, AND BEAUTY CONTINUES
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or almost two centuries, Guerlain has been crafting some of the world’s most coveted and luxurious beauty products. Founded in Paris in 1828, Guerlain is far more than a cosmetics brand. Through the years, this iconic name has become synonymous with the elegant and artistic pieces that inspire countless women across the world. “Guerlain is a maison with a crystal clear raison d’être: Everything we do, we do in the name of beauty,” noted Sincere Yung, Brand General Manager for Hong Kong and Macau at Guerlain. “For 192 years Guerlain has explored, innovated and perfected our technique in fragrance, skincare and makeup. We boast a rich diversity of talented and committed people who show that luxury and sustainable development are perfectly compatible,” she adds. A holistic experience From its storied beginning in Paris, Guerlain has served the upper crust of French and European society since 1882. Since then, it has moved on to become a truly global and modern beauty brand whilst staying true to its roots as an exclusive and luxurious perfumery. “We are one of the most active digital platforms in Hong Kong. We use digital solutions as the key driver in order to bring our customers from online to offline, as it maximises the exposure and traffic to our popup store,” Yung explained. Guerlain has ten boutiques in Hong Kong. Each store is carefully crafted to elevate customer experience; stepping foot in one of these
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boutiques is like entering an exquisite work of art. “We do not only promote the efficacy of products but also elevate human well-being, cultivate the wonders of nature, and treasure artistic gestures in all forms. We believe that it is so important to deliver joyful and radiant beauty from within. It is the emotional hook that creates customer interest which will also leave a positive impact to the world,” Yung shared. Guerlain’s most iconic yearly campaign is the Bee Garden, which promotes its Abeille Royale line of products. Abeille Royale is Guerlain’s hero line, and it uses pure black bee honey and royal jelly to revitalise the skin and reverse visible signs of ageing. It uses rare materials produced by a unique species of black bees, which are native to a natural reserve in Ouessant Island, France. “Guerlain not only creates exceptional products to reveal and prolong the beauty of every woman, we also bring the well-being through ultimate beauty experience. The exclusive customer experience and engagement enables Guerlain to have a group of loyal advocates with different age ranges,” Yung explained. Bee Garden incorporates Guerlain’s core brand values in a unique 360-degree marketing campaign. In 2020, the Bee Garden promoted sustainability by using repurposed wood and lush greenery in its pop-up store. The Bee Garden campaign featured a mix of digital and physical initiatives, providing a holistic experience for both old and new customers.
