Personalization, the key to success for Guerlain?

What do consumers think about the personalization of Guerlain fragrances? What are their feelings?

The beginnings of personalization

In 2016, Guerlain launched a personalization service in its boutique on rue Saint-Honoré in Paris. Customers are seduced by this concept. The Guerlain house has therefore decided to extend this service internationally. For this process, customers will be invited into the workshop to personalize the shape and color of the bottle. They will also have the opportunity to have a personalized message engraved.

How do people feel and think about this service?

Twitter influencer Dave Lackie spoke out on nov, 16th 22:

"One of the biggest trends in beauty is personalization. Not only does this mean the formula, but the packaging. Many brands this season will engrave bottles and palettes. Guerlain will engrave its Rouge G lipstick cases online. Makes a wonderful gift. #protip"

It reinforces the idea that Guerlain's personalization adds a real competitive advantage for the brand and creates a link with the customer.

During the year 2022, 220 people have expressed themselves on it, 373 have mentioned this service and 190K people have had an echo of these feelings.

Who are these customers and what do they think?

During the year 2021-2022 the level of sentiment on this service was very positive, with 82% positive mentions and only 3% negative. This means that the reviews are very positive and express satisfaction with the service. Namely, most of the people interested in this subject are women (80%) located mostly in the United States and Canada. Finally, the most frequent concepts and connectors related to the personalization of Guerlain fragrances are associated with luxury, perfumers, makeup artists, AI...