When quantum becomes critical: lessons from Guerlain's bad buzz
Greg Taieb · · 4 min read
2024 began with an unexpected whirlwind in the world of luxury, centered on a product that promised to revolutionize skin care: Guerlain's Orchidée Impériale Gold Nobile cream.
Little reminder of the facts
Launch of product
Guerlain, known for its luxury perfumes and cosmetics, attempted to launch an anti-aging cream called "Orchidée Impériale Gold Nobile", presenting it as a "quantum" innovation. A cream whose price is also quantum since we are talking about €650 for 50ml.
Leak of internal information
In November, a Guerlain employee, in disagreement with the company's marketing strategy, disclosed internal documents on the cream to a Youtuber G Milgram. These documents reveal that the brand uses the term "quantum" in a marketing rather than a scientific way.
Reactions on social networks
Once the product was released, the leak was the subject of a YouTuber video:
She provokes a bad buzz on social networks, where experts and consumers express their skepticism about the use of the term "quantum" and question the scientific validity of Guerlain's claims.
Guerlain's response
Faced with the controversy, Guerlain issues a statement to clarify its claims.
Guerlain has become aware of online content and conversations commenting on the launch of its new Orchidée Impériale Gold Nobile range. These comments question some of the communication messages aimed at explaining the properties and foundations…
— Guerlain (@Guerlain) January 4, 2024
Guerlain's response to for Milgrim to delete his video, which of course he does not do because it does not contain anything defamatory.
In the meantime we attended a festival of the same on biggest laugh of the day 😂😂😂😂 pic.twitter.com/ZgBOCebWhq
— MatttheurOfCats ~ Gortash pet (@MatthieuInSmwh) January 3, 2024Employees can be your best ambassadors...or your worst nightmare
Car more that a bad buzz like we have every day, what concerns me here is its origin: it was a Guerlain employee who was not comfortable with the pseudo-scientific discourse of the brand who made this affair possible.
Employee loyalty is a variable
This incident highlights an often underestimated aspect of marketing and business management: values alignment. If your employees don't believe in what you do or how you do it, their loyalty could waver. And in the age of social media, just one click can be enough to turn internal dissent into a public debate.
The importance of a strong corporate culture
A strong corporate culture, where values are clearly defined and shared by all, is essential. It is not limited to nice words in an annual report; it must be lived every day. At Guerlain, this misalignment led to a situation where an employee felt the need to act against the company's strategy.
Build mutual trust
To avoid such incidents, it is crucial to build a relationship of trust with employees. This involves listening, inclusion in decision-making processes and respecting their points of view. Companies must understand that their employees are not just pawns, but ambassadors of their values and their brand.
In conclusion
The case clearly illustrates how a marketing strategy, especially the use of scientific terms like "quantum" without a clear basis, can affect a brand's reputation. Guerlain, by attempting to innovate, has highlighted the risks associated with the use of complex concepts for marketing purposes.
The rapid and widespread reaction on social networks demonstrates their significant influence in the way consumers perceive and interact with brands. A poorly designed or misinterpreted message can quickly turn into a subject of controversy and public debate.
The incident also highlights the fact that employees, when they do not agree with the values or strategies of their company, can contribute to a bad buzz. This highlights the importance of businesses ensuring their employees are aligned with their vision and methods.
To avoid such slip-ups, brands must strive to be transparent and authentic in their communication. Today's consumers are well-informed and demanding; they expect brands to be honest and clear in their messaging.
This case serves as a warning to other companies about the dangers of riding trends without proper understanding and application. It is crucial for brands to develop communication strategies that are not only attractive, but also anchored in the reality and truth of their products.