Guerlain has introduced a new eau de parfum inspired by its iconic L’Heure Bleue, available in travel retail since August 28. This release does not replace Jacques Guerlain’s original 1912 fragrance, which remains in the house’s Légendaires collection, but rather offers a contemporary interpretation of the 'blue hour' that inspired the original.
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The new fragrance was crafted by Guerlain's Director of Perfume Creation, Delphine Jelk. It begins with a fresh ozonic accord, evolving into a floral heart that includes iris and orange blossom, while a base of vanilla and Ambroxan provides depth. Jelk developed an exclusive iris tincture for this fragrance, using Italian-sourced rhizomes and adapting traditional tincture processes at Guerlain's Orphin facility.
Jelk stated, “I wanted to capture the blue hour with the same tenderness as Jacques Guerlain’s L’Heure Bleue in 1912. It’s a perfume that enfolds us in its powerful yet gentle and intimate scent.”
The packaging reflects Guerlain’s heritage, featuring a reimagined ‘inverted heart’ bottle design from 1912 by Georges Chevalier, now enhanced with a gradient blue lacquer, gold lettering, and a textured blue ring. The bottle is refillable and available in 30ml, 50ml, and 100ml sizes, along with a 200ml refill. Additionally, a scented hand and body soap in the same shape has been launched, and a 1.5-litre collector's bottle has been produced with French glassmaker Waltersperger.
Guerlain is also expanding its blue theme into makeup with three limited-edition Rouge G lipstick cases that accompany shades from the Rouge G collection. The fragrance launch is supported by a campaign featuring model Abby Champion and directed by Camille Summers-Valli, filmed around Paris’ Pont-Neuf, where Jacques Guerlain drew inspiration for the original scent, accompanied by a reimagined version of Murray Head’s "Say It Ain’t So, Joe."