Guerlain opens first Asian ‘Parfumeur’ concept boutique in Hong Kong
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Following the success of its first concept store which is dedicated exclusively to fragrances on rue Saint Honoré in Paris, Guerlain has open the Guerlain Parfumeur boutique in Hong Kong this month, being its first concept store in Asia.
The store is under the signature “Guerlain Parfumeur depuis 1828” concept. The main goal is to offer a unique experience for customers revolving around completely tailor-made products and services, according to the brand.
The new concept store shows the innovative retail concept that integrated with digital technology and usage of data. The store features 60 Guerlain fragrances which are meticulously classified into four main olfactory families, allowing customers to take advantage of a digital fragrance consultation to identify their personal olfactory profile.The algorithm helps the customers to find their very own “signature fragrance”.
After choosing their fragrance, customers are invited to the personalisation atelier, where they can finalise their purchase by selecting every detail to make the fragrance their own – from bottle shape and colour, engraved message, to ribbons and bows for embellishing the bottles.
LVMH group, Guerlain’s parent company, has rolled out ambitious international deployment of Guerlain’s perfume concept store since May 2017, starting with Brussels.
Questions & Answers
Q.Where was Guerlain's first fragrance concept store opened?
Where was Guerlain's first fragrance concept store opened?
Guerlain's initial fragrance concept store, which served as the blueprint for the Hong Kong branch, was first launched on rue Saint Honoré in Paris. This successful European venture preceded its Asian expansion.
Q.What is the primary aim of the new Guerlain Parfumeur concept store?
What is the primary aim of the new Guerlain Parfumeur concept store?
The main goal of the new store is to provide customers with a unique experience centred on completely tailor-made products and services. This approach allows for significant personalisation of fragrances.
Q.How does the store help customers choose their fragrance?
How does the store help customers choose their fragrance?
Customers can use a digital fragrance consultation, which employs an algorithm to identify their personal olfactory profile. The store features 60 fragrances classified into four main olfactory families for this process.
Q.When did LVMH begin rolling out Guerlain's perfume concept stores internationally?
When did LVMH begin rolling out Guerlain's perfume concept stores internationally?
LVMH, Guerlain's parent company, commenced the ambitious international deployment of Guerlain’s perfume concept stores in May 2017, with Brussels being the first location for this rollout.