Luxury skincare brand Guerlain is facing backlash for its use of the term ‘quantum’ in the marketing of its recently launched Orchidee Imperiale Gold Nobile face cream. The LVMH-owned brand has been criticized on social media for asserting that the product is “born from quantum science.”
As reported by News in France, Guerlain maintains that its new treatments are grounded in the field of quantum biology, specifically applied to skin cells, and claims to have demonstrated results. However, this assertion has triggered skepticism and criticism from social media commentators.
In response to the controversy, a spokesperson for Guerlain stated to News in France, “Guerlain has become aware of online content and conversations commenting on the launch of its new Orchidee Imperiale Gold Nobile range.Guerlain, committed to the good understanding of its messages and its research, has therefore decided to re-clarify its communication in order to remove any ambiguity.”
The scrutiny surrounding the use of scientific terminology in beauty marketing reflects a growing trend where consumers and online communities hold brands accountable for the accuracy and transparency of their claims. Guerlain’s decision to revisit its communication strategy suggests a commitment to addressing concerns and ensuring clarity in conveying the science behind its skincare products.
