How the coolest French make-up artist of the moment intends to change the codes of Guerlain beauty

Violette and Guerlain, a child's emotion

Violette: “When I was little, I always saw Meteorites and Terracota in the bathrooms of my girlfriends' mothers and grandmothers. Suddenly, in my head, it was really the two essential accessories to become a woman. There was already this emotional connection with the house. Today, I still have this idea of ​​a luxury brand, of course, an integral part of French heritage, but perhaps a little rooted in the past. Guerlain is almost 200 years old and I just want to tell the story of this incredible house in my own way. There is everything to say, everything to do. It is at the same time a blank page and not at all. But I intend to add my little touch of spice, that's for sure…”

Bringing people back into business

“Thanks to the creation of my own brand in recent years, I really have a different understanding of the manufacturing process. Before, I had my ideas and I didn't really understand why it didn't follow in terms of time, development, costs or environmental impact. Today, thanks to my brand, with which I am very involved, I am more aware of the entire production chain, of the limitations, of more eco-responsible packaging that can also be used. It makes me more understanding, more productive, more proactive. But that doesn't take away my madness of course. Because I now know what I can get, by putting a little pressure on the chemists for example. Developing my brand also allowed me to realize that telling a story for a collection is essential. The “Meet & Greet” with customers are particularly important to have a connection with consumers. Everyone speaks from the heart, without marketing consideration. We can really talk deeply about beauty. In general, the human side is very important to me. This is what I would like to implement at Guerlain.”

Archival nuggets so modern

“When I delved into the Guerlain archives, two products particularly fascinated me. The first is a brass compact compact with a powder puff housed in the cover, and on the back, a small shrinking mercury mirror that allows you to observe his entire face (between 1900 and 1930). The second is a lipstick, baptized Rouge d'Enfer, which opens and closes thanks to a case attached by small chains (1925). It must be said that I particularly like objects of beauty. So today, there is the Rouge G, like the Luxurious Velvet line with its ultra-luxurious cases in upcycled velvet, which we present today, but it is quite imposing, a little less “on-the-go”. ”. At the time, everything was small and very well thought out to go everywhere with you, very practical for daily gestures. They are both very luxury and all-purpose, I find. It is this duality that I would like to recreate. In the future, I would like to rework Meteorites. For me, Guerlain is a bit like haute couture beauty. Everything must be impeccable. So I would like to rethink the objects, rethink the formulas, always with this attention to detail, but with a playful touch. That's what I'm here for."

Redefining the Guerlain woman of tomorrow

“On the image side, I want to take Guerlain towards a plural woman. We must continue to make luxury, of course. But with much less artificial light, much less retouching. With diversity, in age too. This is my current fight. Today, after 40 years, women no longer exist. They become interesting again after 65, with white hair please. I admit it drives me crazy. Guerlain must absolutely address all these women situated between the two. I would also like to stimulate a certain freshness. In every imperfection, there is a fragility and sensitivity that makes it unique. This famous "je ne sais quoi", very French, which I perceive all the better today that I live in the United States. Guerlain, a large house, must not be afraid to say that imperfection, It's actually perfect. I want to shake things up a bit…”

To discover with the latest collection of 100% matte Rouge G, Luxurious Velvet. €36 for the case, €35 for the refill.

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