Imagine you get to be creative director of a perfume brand of your choice – which one would it be?
How would you overhaul this brand?
What would you do differently?
In which direction would you go?
What are your plans for the next two years?
I would want to be creative director of Guerlain. And – this is fantasy, remember – I would have total creative freedom from LVMH and their corporate pressure.
I would want to try to take Guerlain back to its days of glory. I would stop catering to the mall folks and concentrate on pleasing my main audience, the perfume connoisseurs, the lovers of classic perfumery, the niche loving people. I would hire an in-house perfumer to take things in hand, to give Guerlain a unified stable of perfumes based on the great treasures they already have in their archives and build on that. There would be one or two releases a year at most, but those would be big affairs. Must-attend high-class events at Versailles or the Parisian Opera House.
Who would be a great Guerlain perfumer? I could imagine Maurice Roucel working for Guerlain. He has that sense of opulence and the grand sweep. He could create masterpieces in a style that suits him, at least in my humble opinion.
I can’t wait to read your answers. There is so much creative potential among the lovers of perfume, let us harness that today and put our ideas in writing!