LVMH’s Guerlain Launches First Paid Influencer Campaign Amid Dupe Culture

Heritage beauty giant Guerlain is entering a new era of digital marketing by launching its first-ever paid influencer campaign. Despite having a history spanning nearly two centuries and a catalog of over 1,100 fragrances, the LVMH-owned brand has traditionally relied on its prestigious reputation rather than social media partnerships. The shift comes as the brand seeks to navigate a modern landscape defined by viral trends and the rising popularity of "dupes."

The catalyst for this strategic pivot was the unexpected viral success of Fève Gourmande, a high-end perfume retailing for $660. As the fragrance gained traction on platforms like TikTok, it sparked widespread conversation regarding luxury pricing and more affordable alternatives. Guerlain recognized the need to join these digital discussions directly to protect its brand equity and emphasize the craftsmanship behind its premium price points.

By partnering with influencers, the French maison aims to bridge the gap between its historic legacy and a younger, tech-savvy generation of fragrance enthusiasts. This move signals a broader shift in the luxury sector, where even the most established houses are finding they can no longer ignore the power of creator-led content. Moving forward, the industry will be watching to see if this marriage of heritage and social media influence can drive sales without diluting the brand’s exclusive image.

This story was originally reported by Glossy.