Legacy of art, luxury, and beauty continues

For 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 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.

PHILOSOPHY FAST FACTS

A commitment driven by a duty to act and pass on our legacy to future generations. A commitment carried out with conviction and humility by all of our teams worldwide, in the name of beauty. • Guerlain is committed to a more beautiful and responsible world.

We act for biodiversity, sustainable innovation, climate and solidarity.

Above all, we protect one of our planet’s most important treasures: bees. • Since 1853, when it first landed on our iconic Bee Bottle, a special bond has connected us to the bee. Now endangered, the bee has become a guide for our commitment • In 2018, we created the Bee School, an awareness programme for primary school children led by company employees, that invites children to learn about the bee’s important role, while raising awareness about the need to protect them. • In 2020, we launched the UNESCO-

MAB partnership, in collaboration with the OFA, designed to train new beekeepers, create beekeeping affiliates across the world and measure the benefits of the pollination in biosphere reserves.

Opposite Page: Sincere Yung, Guerlain’s Brand General Manager for Hong Kong and Macau region This Page: Guerlain’s Bee Garden

The strength of Guerlain’s Bee Garden campaign is borne out by the numbers. With its 360-degree marketing strategy, Bee Garden has successfully generated over 14.9 million online advertising impressions and over 17 million media values.

“We bring the community together in all our campaigns,” Yung shared. “From Bee Brave Be Bravo in 2017 to Bee the Queen in 2018 to Beauty & The Bees in 2019, we always fill our campaigns with love and care. We emphasise well-being and living a life with a balance.”

Powered by nature

Guerlain has long harnessed the power natural ingredients in its products. The maison’s founder, Pierre-François-Pascal Guerlain, created the Eau de Cologne Impériale for the Empress Eugénie on the occasion of her marriage with the Emperor Napoleon III in 1853. At the time, he decorated Guerlain bottles with bees, symbols of the Empire and a festoon motif, inspired by the tiles adorning the top of the column of the Place Vendôme. This resulted in the birth of the iconic Bee Bottle, which remains Guerlain’s symbol to this day.

Since then, the bee has continued to inspire Guerlain’s creations and decorate its most precious bottles. Seriously endangered today, the bee guides Guerlain’s commitment to sustainable development. “We give back to the community via our sustainability program and with our charity donations at both the global and the local level. At the global level, this commitment encompasses several key areas including preserving biodiversity and bee protection,” Yung said.

With this goal in mind, Guerlain has dedicated numerous partnerships to bees. In 2017, it launched Bee University, an event that brings together top specialists in the field to determine the best bee conservation solutions and practices. This was followed in 2018 by the creation of the Bee School, an awareness programme that invites primary school children to learn about the importance of bees. And in 2020, it launched the UNESCO-MAB partnership in collaboration with the OFA. This program is designed to train new beekeepers, create beekeeping affiliates across the world and measure the benefits of the pollination in biosphere reserves.

With its history of exquisite craftsmanship and its dedication to beauty Guerlain will continue to provide high-quality and luxurious cosmetic products for generations to come. Through its partnerships with leading organisations, it also remains committed to its goal of environmental sustainability. In Hong Kong and Macau, Guerlain will continue its tradition of providing peerless service to its customers.

“Our uniqueness as a parfumeur and skincare expert and makeup trend setter puts us above and beyond others. Our success lies in how we turn our customers into loyal friends. With continuous caring, listening and sharing with our customers, they become our loyal brand advocates and our friends,” Yung said.