Pierre-François-Pascal Guerlain
The Maison Guerlain is one of the most prestigious French perfume houses. You can admire its elegant Boutique Guerlain at No. 68 Avenue des Champs-Elysées.
In 1913, the renowned architect Charles Mewes, known for designing the Ritz Hotel on Place Vendôme, conceived the private mansion that now houses Guerlain’s flagship boutique, today a listed historical monument.
However, Guerlain’s adventure began long before the opening of this boutique. Pierre-François-Pascal Guerlain was from Picardy. After earning a doctorate in chemistry in England, he specialised in creating perfumed soaps, and in 1828, he settled in Paris and opened his first boutique on the ground floor of the Hôtel Meurice
However, it was near the Place de l’Etoile that Guerlain chose to establish his factory, slightly away from the busy city centre, in what was then a green countryside.
From scented soaps to beauty products and perfumes
Guerlain stood out from other perfumers of the time by offering not only its scented soaps but also a wide range of beauty products, including complexion illuminators, blushes, and hair care products.
It also created bespoke perfumes and unique fragrances, a signature the brand has maintained to this day. Indeed, over time, the House of Guerlain created numerous bespoke perfumes; one of these creations was Eau de Cologne Impériale in 1853, dedicated to Empress Eugénie, a fervent patron of luxury.
The strategic location of the Boutique Guerlain, combined with the exceptional quality and originality of the brand’s scented soaps and beauty products, propelled it to success. Guerlain was also among the pioneers to establish itself on the prestigious Rue de la Paix in 1842.
Throughout the decades and political climates, Guerlain solidified its leading position and became the official perfumer to the European courts.
Guerlain closed its Parisian factory in 1894, and opened a larger one in Bécon-les-Bruyères, in the northwest of Paris, to continue producing its perfume line.
Boutique Guerlain at no68 Champs-Elysées
The Boutique Guerlain at No. 68 Champs-Élysées, renowned for its sumptuous Carrara marble decor, was inaugurated with great fanfare in 1914.
However, in the aftermath of the First World War, French society underwent profound transformations. The opulence of the past became less accessible, as it was increasingly expensive, and women demanded greater independence.
Faced with these societal changes, Guerlain adapted its perfume offerings to meet the expectations of this new generation.
Among its iconic creations from this period is Shalimar, presented in 1925 at the Exhibition Internationale des Arts Décoratifs – International Exhibition of Decorative Arts.
Then, expanding its influence beyond French borders, Guerlain opened a boutique in Berlin in 1926, followed by another in New York.
Guerlain, a worldwide reputation
Guerlain had firmly established itself as a world-renowned brand. Always attentive to its customers’ desires, the brand made history in 1939 by opening the Institut Guerlain, the world’s first beauty salon on the first floor of the Boutique Guerlain on the Champs-Élysées.
The brand’s reputation was such that, during the Liberation of Paris in 1944, American soldiers lined up outside the boutique to buy perfume before returning home. In 1957, Guerlain continued its expansion with the opening of a third boutique at No. 93 Rue de Passy. Over the decades, the brand has constantly innovated, diversifying its range of beauty products to meet the evolving needs of its clientele. In 1965, a new boutique was added to its network at 29 rue de Sèvres, in the vibrant Saint-Germain-des-Prés district.
Guerlain’s 150th Anniversary
In 1984, Guerlain celebrated its 150th anniversary with the launch of a revolutionary product: the Terracotta blush. This exquisite creation quickly became a global bestseller. In the early 1990s, the brand inaugurated a state-of-the-art factory in Orphins, near Rambouillet, in the western suburbs of Paris.
In 1994, Guerlain was acquired by a subsidiary of LVMH, the world’s leading luxury goods group. Today, Guerlain’s influence extends far beyond France, with seven Guerlain boutiques worldwide: two in Canada, one in Tokyo, three in the United States, and one in Moscow.
The renowned architect Peter Marino, commissioned by LVMH, undertook a renovation of the iconic Boutique Guerlain at No.68 Avenue des Champs-Élysées. Its design harmoniously blends classic and contemporary elements, highlighting the building’s magnificent marble features. As a bonus, the Guerlain Boutique now houses a restaurant called “Le 68,” helmed by renowned chef Guy Martin, offering a culinary experience as exquisite as Guerlain’s legendary perfumes and beauty products.
Directions: 8th district – 68 Champs-Elysées
Metro: Franklin D. Roosevelt, George V on Line 1
Coordinates: Lat 48.871154 – Long 2.305288
