Guerlain's L'Heure Bleue: A Heritage Reimagined

Guerlain is unveiling a new iteration of its iconic L'Heure Bleue fragrance, set to launch globally this Friday after an initial release in China. This new scent will coexist with the original, now to be known as L'Heure Bleue 1912, honoring Jacques Guerlain's 1912 creation. The contemporary version, crafted by Delphine Jelk, represents Guerlain's strategy of drawing inspiration from its rich heritage rather than starting from scratch. This approach is particularly relevant in today's world, where there's a perceived need for tangible connections to the past.

The new L'Heure Bleue is positioned to be an accessible luxury, with a 100ml bottle priced at €169, a 50ml at €122, and a 30ml at €86. This pricing strategy aims to make the exceptional quality associated with Guerlain available to a broader audience, with the 30ml size offered at under €100. For comparison, the L'Heure Bleue 1912 eau de parfum is priced at €147 for 75ml.

Guerlain, a historic French perfume house founded by Pierre-François-Pascal Guerlain in 1828, was acquired by LVMH in 1994. While LVMH's perfume and cosmetics division, which generated €8.2 billion in 2025, does not disclose individual brand sales, estimates suggest Guerlain contributes between €1.2 billion and €1.5 billion annually. Despite a recent 1% dip in the division's sales in the second quarter of 2026, attributed to strategic distribution and challenges in travel retail, Guerlain itself experienced robust growth during that period.

Why Guerlain Is Launching a New L’Heure Bleue

Guerlain is set to release a new L'Heure Bleue fragrance globally this Friday, following its debut in China. This contemporary scent will be available alongside the original, which will now be identified as L'Heure Bleue 1912, referencing Jacques Guerlain's initial creation. The new fragrance is the work of perfumer Delphine Jelk.

According to Guerlain representatives, the brand finds value in revisiting its historical creations rather than solely developing new fragrances from scratch. This philosophy is particularly relevant in the current climate, where consumers are seeking a sense of stability and connection to tradition.

The new L'Heure Bleue aims for accessibility, with pricing structured to offer Guerlain's signature quality at more attainable price points. A 100ml bottle will cost €169, a 50ml will be €122, and a 30ml option will be available for €86, falling under €100.

The original L'Heure Bleue 1912 eau de parfum is priced at €147 for a 75ml bottle.

Guerlain, established in 1828, is a venerable French perfume house. In 1994, the Guerlain family sold a majority stake to LVMH. While LVMH's perfume and cosmetics division reported €8.2 billion in sales in 2025, Guerlain is estimated to contribute between €1.2 billion and €1.5 billion. Despite a recent slight decline in the division's overall sales, Guerlain reportedly saw significant growth in its most recent quarterly earnings.

Why Guerlain Is Launching a New L’Heure Bleue

Guerlain is introducing a new L'Heure Bleue fragrance this Friday, a global launch following its initial release in China. This new scent will be presented alongside the original, which will now be known as L'Heure Bleue 1912, a tribute to Jacques Guerlain's 1912 creation. The modern interpretation is by Delphine Jelk.

Guerlain's strategy involves drawing from its extensive heritage, a direction described as "interesting" and relevant in an era where people seek grounding. The brand believes in preserving its historical creations as treasures.

The new L'Heure Bleue is designed to be an accessible luxury. Its pricing includes a 100ml bottle for €169, a 50ml for €122, and a 30ml for €86, making it available for under €100. In contrast, the L'Heure Bleue 1912 eau de parfum is priced at €147 for 75ml.

The brand emphasizes its commitment to offering exceptional Guerlain quality at these accessible price points, aiming to dispel notions of elitist exclusivity.

Founded in 1828 by Pierre-François-Pascal Guerlain, the French perfume house was acquired by LVMH in 1994. While LVMH doesn't detail individual brand revenues, Guerlain is a significant contributor to its €8.2 billion perfume and cosmetics division. Recent reports indicate that Guerlain experienced strong growth, even as the broader division saw a slight sales decline.

Why Guerlain Is Launching a New L’Heure Bleue

Guerlain is launching a new iteration of its L'Heure Bleue fragrance this Friday, following its recent debut in China. This new scent will coexist with the original, which will be renamed L'Heure Bleue 1912 to honor Jacques Guerlain's 1912 creation, while the new version is penned by Delphine Jelk.

Guerlain views this as an opportunity to revisit its heritage, finding it more compelling than creating entirely new scents from scratch. This approach resonates with a contemporary desire for stability and connection to tradition.

The new L'Heure Bleue is positioned as an accessible luxury, with prices starting at €86 for a 30ml bottle, €122 for 50ml, and €169 for 100ml. This strategy ensures that Guerlain's high quality is attainable, with the smaller size priced below €100. The L'Heure Bleue 1912 eau de parfum is priced at €147 for 75ml.

The brand aims to provide exceptional Guerlain quality at these price points, moving away from an image of exclusive elitism.

The historic French perfume house, founded in 1828, is now part of LVMH. While LVMH's perfume and cosmetics division is substantial, Guerlain is estimated to be a significant contributor. Reports indicate that Guerlain experienced robust growth in its latest financial reporting period.