In the ever-evolving landscape of luxury, Guerlain stands as a bastion of tradition and innovation. With nearly two centuries of history, the house has continuously reinvented itself while remaining true to its roots. At the helm of this legacy is Ann Caroline Prazan, the director of art, culture, and heritage at the French luxury beauty brand. Her passion for preserving the essence of Guerlain while pushing boundaries has led to a number of memorable initiatives, but perhaps none as striking as its Exceptional Creations. In an exclusive interview, Prazan shares her insights into Guerlain’s unique approach, blending history, culture, and modernity into every creation.

Why should luxury houses like Guerlain uphold tradition and culture? 

For Guerlain, tradition and culture are cornerstones of our identity. Since our inception, nearly 200 years ago, we’ve recognised that luxury extends beyond mere products – it’s about artistry and a commitment to excellence. Our founder, Pierre-François Pascal Guerlain, understood this early on, collaborating with the finest artists. This tradition has endured through the generations, shaping Guerlain into what it is today – a brand synonymous with luxury and culture.

How has Guerlain fused its history with contemporary culture or design?

One standout example is our Exceptional Creations collection. When crafting this collection, we drew inspiration from Guerlain’s rich history of innovation. From pioneering the first lipstick to creating iconic fragrances, Guerlain has always been at the forefront of the beauty industry. With this collection, we pay homage to this legacy while infusing modern elements that resonate with today’s audience by collaborating with renowned artists and brands, like Begüm Khan, Baqué Molinié and Swarovski, that fuse their creativity with Guerlain.

You’ve mentioned in the past the importance of understanding Guerlain’s roots to innovate for the future. Can you share a recent innovation that you found particularly fascinating?

Our archives are a treasure trove of inspiration, and one recent find that captivated me was a product from 1955 –
a nail polish pen. This ingenious creation combined convenience with sustainability, featuring a nail polish on one end and a brush on the other. It’s remarkable how Guerlain has been ahead of its time, even in addressing sustainability decades ago.

As Guerlain approaches its 200^th anniversary, what challenges and opportunities do you see for the brand in the future?

The challenge lies in maintaining our legacy while adapting to evolving consumer preferences and market trends. However, this also presents exciting opportunities for innovation. Guerlain’s commitment to quality and authenticity will continue to set us apart in an ever-changing landscape.

What drives your passion for preserving heritage while also spearheading new initiatives and collaborations?

Passion is at the heart of everything I do. My role at Guerlain is not just a job – it’s a lifelong commitment to preserving and enriching our heritage. Collaborations with artists and artisans allow us to breathe new life into our brand while staying true to our values. It’s about honouring the past while embracing the modern future.

Could you shed light on your personal favourite fragrance from Guerlain and what makes it special to you?

One fragrance that holds a special place in my heart is L’Heure Bleue. Its timeless elegance and evocative scent transport me to another era. Perfume, for me, is more than just a fragrance – it’s an emotional experience, a journey through memories and feelings.

Finally, as a female leader in the luxury industry, what message do you have for the next generation of women aspiring to make their mark on the world?

My journey at Guerlain has been driven by passion and conviction. I encourage aspiring women to follow their hearts, to pursue their dreams with unwavering determination. Authenticity and perseverance will always be your strongest allies.

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