Guerlain launches new L'Heure Bleue fragrance in Japan

Guerlain has launched a new fragrance, ‘L'Heure Bleue Eau de Parfum’, inspired by the ‘blue hour’—the transitional period of twilight. The scent was created by Guerlain’s in-house perfumer and fragrance creation director, Delphine Jelk. While inspired by the same natural phenomenon as the brand’s iconic 1912 fragrance, Jelk’s version is a new creation rather than a direct reinterpretation.

Jelk utilized an ozonic accord, specifically a bold use of calone, to capture the sensation of clear air and the sky. The fragrance aims to evoke the delicate emotions and subtle shifts of light characteristic of the blue hour. To celebrate the launch, a pop-up event was held at the Isetan Shinjuku department store in Tokyo, featuring various celebrity guests.

The product is available at Isetan Shinjuku and through Guerlain’s official online boutiques, with a nationwide release in Japan scheduled for August 28.