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Marketing in Brief: Guerlain

This article was originally published in The Rose Sheet

Executive Summary

Guerlain: 68 year-old Shalimar line will appear in new packaging beginning in September. The new packaging for the eau de parfum, eau de toilette and eau de cologne will now resemble the perfume bottle. Guerlain notes that the Shalimar packaging previously had "no unification of style, color or imagery." The new packaging features a "fanned stopper," which is "etched with the scripted 'Guerlain Paris' in gold," and a fluted bottle that tapers at the bottom, the firm says. Prices for most of the line will increasing. A 7.5 ml bottle of perfume will go from $80 to $85 suggested retail while a 15 ml eau de cologne will increase in price by $1 to $35. A 30 ml edt will remain at $36...
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