Thursday, July 17, 2014

Karachi Diaries: The House of GUERLAIN


Published in Economic Affairs (Islamabad) / July 2014

“….one Terracotta powder is sold somewhere in the world every 20 seconds” – GUERLAIN (Twitter)

On the last weekend of June, Karachi was invited to discover the world of French Luxury Fragrance & Beauty. GUERLAIN (1828) is a French Perfume House ranked among the oldest in the world, and has reportedly created over 300 fragrances. Its founder would go on to become His Majesty's Official Perfumer after developing a fragrance for French Emperor Napoleon III and his wife Empress Eugénie. Guerlain (pronounced Ger-lah) is also credited with inventing ‘Rouge Automatique’ (1884) - the first modern lipstick which would be re-released in 2011.



Their makeup and skincare range is now available at Debenhams at Dolmen Mall, Clifton – the signature fragrances will be carried by Scentsation Flagship stores across Pakistan. The event was managed by Tehmina Khalid (Take II) and her team and hosted by model / actress / DJ Hira Tareen sporting a Shehla Chatoor outfit. There were makeup presentations by Nabila & co., models in striking gold capes, and a fashion show in a mall thronged by curiosity seekers which made navigation challenging.

Film, social media and fashion royalty that graced the red carpet, included Maheen, Moammer Rana, Khalid Anam, Angie Marshall, Tapu Javeri, and Khurshaid Haider. The blogger community seen tweeting, instragaming and later reproducing press releases sans quotation marks, is now a permanent fixture.

Guerlain has been brought to the market by Mohsin Feroze C.E.O MULTITECH. The Parisian brand also offers the legendary ‘Shalimar’ (1925) - ‘the first oriental fragrance in history,’ reportedly inspired by the tale of Emperor Shah Jahan, & Mumtaz Mahal, and ‘Jicky’ (1889) - its first and oldest modern perfume ‘…that does not imitate a scent found in nature.’ Another called ‘Guerlain Vol de Nuit’ (1933) owes its name to the novel ‘Vol de Nuit’ (Night Flight) by French aviator, author, aristocrat - Antoine de Saint-Exupér.


The brand pays tribute to the old masters, and sculpts its Magnifique design around the needs of the modern world.

PR: Take II Client Management/PR & Media Consultants
MARKETING: MULTITECH


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