Apologies for the length of my 1st post. I extend much gratitude for those who will read this and opine, whether you’re in agreement or want to challenge my view!
Note: This has nothing to do with Guerlain’s prices.
Let me start with something positive: Guerlain has done a noble thing in keeping their history alive through Les Legendaires. Truly commendable!
Guerlain making some poor decisions, in my opinion. I’m just about done.
1.) It’s difficult to sample the L’Art creations and I don’t want to blind buy a $360 item (+tax)= $400. (I have, but don’t want to continue.)
I live in a city with ~3M people. The nearest point of sale partner with the L’Art collection, per their website, is 1,100 miles away from me. Meanwhile, Armani Privé, Amouage, Roja, Xerjoff, etc. are 20 minutes away (Saks, Nieman’s and Nordstrom.) I know these brands aren’t exactly the same, but still. Only one store in my city has a Guerlain counter, but they only have AAs.
2.) They don’t offer typical discovery sets/samples.
- I conducted a voice of customer study to obtain stats for 1 calendar year of reviews on Fragrantica for one specific L’Art fragrance. The findings were these: >>>
- 21.6% of reviewers didn’t purchase because of a poor sampling experience. Their samples were from unaffiliated sources, and/or splash bottles without atomizers and they had negative things to say. (Research was independent, unsponsored unaffiliated with anyone but me.)
- One hypothesis for what is driving these negative reviews, is that the inability to access proper fragrance samples is negatively impacting sales, and in more than one way. (Consider the readers who are dissuaded by the reviews.) I have direct quotes for each of these reviews.
- While Guerlain loyalists often exchange decants in underground clubs, often sharing vintage extraits, etc., why are customers now serving as a distribution arm for standard offerings?
- Again, as demonstrated by my voice of customer research, these swapped decants may be poorly stored, or otherwise “off”, detracting from the brand reputation and the new customer pipeline.
- Even if the decants were purchased from reputable decant/sample sites, some individuals seemed to have gotten bad batches. One person stated that the decant he purchased “lasted 30 seconds.” Another person stated, “Maybe it’s because it sat in my hot mailbox all day.” (Had they purchased from an authorized dealer, it wouldn’t have gone to the mailbox.)
3.) They DO have 2 “perfumer’s sets” consisting of 8 x 10 ml splashes (screw tops) for $360. Splashes for 10 ml minis? Each set has a fragrance or two that a lot of us own, and at least 1 bottle that we know we don’t like, (i.e., oud, etc.) So the sets aren’t as helpful as they could be..
4.) While they do offer 3 samples w/ purchase, one of them must be beauty. The fragrance samples with purchase aren’t helpful. Right now, the options are only 3 Acqua Allegoria scents. There is no consideration as to whether you make a $50 purchase or $550 purchase, it’s Bergamot Calabria in the dead of winter, like it or not. Obviously, I’d want to be able to choose at least one L’Art. The AAs are already available to try in many places.
5.) People who can pay $400 for a perfume are too busy, or aren‘t interested in, a time consuming search for swap groups. A lot of people don’t even know about decant sellers. For those who are aware, L’Art isn’t as available as other brands.
6.) Purchases on their website. (Deep sigh).
I’m going to research some names at LVMH and Guerlain and share respectful feedback. Does anyone have any insight, help, tips? Is anything in this post unfair? Should I include anything else?
Happy New Year! Thanks for reading, if you stuck with me this far!
CeeTee
