Guerlain Uses an Immersive Blue Experience to Launch L’Heure Bleue in China

The experience was unveiled in Shanghai on August 13, bringing together the visual world of L’Heure Bleue with the new fragrance’s notes of ozonic freshness, iris and vanilla. The activation signals how Guerlain is using immersive storytelling to connect heritage fragrance with a new generation of Chinese luxury consumers.

A New Interpretation of an Icon L’Heure Bleue was originally created by Jacques Guerlain in 1912. Its name refers to the fleeting moment between daylight and nightfall, when the sky becomes deep blue and the world appears suspended between day and evening.

For 2026, Guerlain has revisited the fragrance in an Eau de Parfum concentration developed by Delphine Jelk, Guerlain’s Director of Perfume Creation. The new scent introduces a lighter and more contemporary expression of the original fragrance while retaining its link to the House’s long history.

The updated composition opens with ozonic notes and orange blossom, followed by iris and orris butter. Vanilla, musk and ambroxan form the base, giving the fragrance a soft, warm and lasting finish. The combination links the airy mood of the blue hour with the creamy depth of vanilla. The new L’Heure Bleue is…