{"id":8448,"date":"2024-01-05T17:19:35","date_gmt":"2024-01-05T16:19:35","guid":{"rendered":"https:\/\/www.beautydecoded.com\/?p=8448"},"modified":"2024-01-05T17:19:36","modified_gmt":"2024-01-05T16:19:36","slug":"guerlains-quantum-cream-a-marketing-coup-gone-wrong","status":"publish","type":"post","link":"https:\/\/www.beautydecoded.com\/en\/guerlains-quantum-cream-a-marketing-coup-gone-wrong\/","title":{"rendered":"Guerlain's \"quantum\" cream: a marketing coup gone wrong!"},"content":{"rendered":"<p>The cosmetics industry is constantly innovating to offer consumers ever more effective and surprising products. The famous Guerlain brand recently launched its Orchid\u00e9e Imp\u00e9riale Gold Nobile product, billed as a cream\u00a0<strong>\"Quantum<\/strong>. But isn't the term overused? Is it really a revolution for our skin, or just a marketing ploy?<\/p>\n\n\n\n<blockquote class=\"instagram-media\" data-instgrm-captioned data-instgrm-permalink=\"https:\/\/www.instagram.com\/reel\/C1uToVfoatA\/?utm_source=ig_embed&amp;utm_campaign=loading\" data-instgrm-version=\"14\" style=\" background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:540px; min-width:326px; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px);\"><div style=\"padding:16px;\"> <a href=\"https:\/\/www.instagram.com\/reel\/C1uToVfoatA\/?utm_source=ig_embed&amp;utm_campaign=loading\" style=\" background:#FFFFFF; line-height:0; padding:0 0; text-align:center; text-decoration:none; width:100%;\" target=\"_blank\" rel=\"noopener\"> <div style=\" display: flex; flex-direction: row; align-items: center;\"> <div style=\"background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 40px; margin-right: 14px; width: 40px;\"><\/div> <div style=\"display: flex; flex-direction: column; flex-grow: 1; justify-content: center;\"> <div style=\" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 100px;\"><\/div> <div style=\" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 60px;\"><\/div><\/div><\/div><div style=\"padding: 19% 0;\"><\/div> <div style=\"display:block; height:50px; margin:0 auto 12px; width:50px;\"><svg width=\"50px\" height=\"50px\" viewbox=\"0 0 60 60\" version=\"1.1\" xmlns=\"https:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"https:\/\/www.w3.org\/1999\/xlink\"><g stroke=\"none\" stroke-width=\"1\" fill=\"none\" fill-rule=\"evenodd\"><g transform=\"translate(-511.000000, -20.000000)\" fill=\"#000000\"><g><path d=\"M556.869,30.41 C554.814,30.41 553.148,32.076 553.148,34.131 C553.148,36.186 554.814,37.852 556.869,37.852 C558.924,37.852 560.59,36.186 560.59,34.131 C560.59,32.076 558.924,30.41 556.869,30.41 M541,60.657 C535.114,60.657 530.342,55.887 530.342,50 C530.342,44.114 535.114,39.342 541,39.342 C546.887,39.342 551.658,44.114 551.658,50 C551.658,55.887 546.887,60.657 541,60.657 M541,33.886 C532.1,33.886 524.886,41.1 524.886,50 C524.886,58.899 532.1,66.113 541,66.113 C549.9,66.113 557.115,58.899 557.115,50 C557.115,41.1 549.9,33.886 541,33.886 M565.378,62.101 C565.244,65.022 564.756,66.606 564.346,67.663 C563.803,69.06 563.154,70.057 562.106,71.106 C561.058,72.155 560.06,72.803 558.662,73.347 C557.607,73.757 556.021,74.244 553.102,74.378 C549.944,74.521 548.997,74.552 541,74.552 C533.003,74.552 532.056,74.521 528.898,74.378 C525.979,74.244 524.393,73.757 523.338,73.347 C521.94,72.803 520.942,72.155 519.894,71.106 C518.846,70.057 518.197,69.06 517.654,67.663 C517.244,66.606 516.755,65.022 516.623,62.101 C516.479,58.943 516.448,57.996 516.448,50 C516.448,42.003 516.479,41.056 516.623,37.899 C516.755,34.978 517.244,33.391 517.654,32.338 C518.197,30.938 518.846,29.942 519.894,28.894 C520.942,27.846 521.94,27.196 523.338,26.654 C524.393,26.244 525.979,25.756 528.898,25.623 C532.057,25.479 533.004,25.448 541,25.448 C548.997,25.448 549.943,25.479 553.102,25.623 C556.021,25.756 557.607,26.244 558.662,26.654 C560.06,27.196 561.058,27.846 562.106,28.894 C563.154,29.942 563.803,30.938 564.346,32.338 C564.756,33.391 565.244,34.978 565.378,37.899 C565.522,41.056 565.552,42.003 565.552,50 C565.552,57.996 565.522,58.943 565.378,62.101 M570.82,37.631 C570.674,34.438 570.167,32.258 569.425,30.349 C568.659,28.377 567.633,26.702 565.965,25.035 C564.297,23.368 562.623,22.342 560.652,21.575 C558.743,20.834 556.562,20.326 553.369,20.18 C550.169,20.033 549.148,20 541,20 C532.853,20 531.831,20.033 528.631,20.18 C525.438,20.326 523.257,20.834 521.349,21.575 C519.376,22.342 517.703,23.368 516.035,25.035 C514.368,26.702 513.342,28.377 512.574,30.349 C511.834,32.258 511.326,34.438 511.181,37.631 C511.035,40.831 511,41.851 511,50 C511,58.147 511.035,59.17 511.181,62.369 C511.326,65.562 511.834,67.743 512.574,69.651 C513.342,71.625 514.368,73.296 516.035,74.965 C517.703,76.634 519.376,77.658 521.349,78.425 C523.257,79.167 525.438,79.673 528.631,79.82 C531.831,79.965 532.853,80.001 541,80.001 C549.148,80.001 550.169,79.965 553.369,79.82 C556.562,79.673 558.743,79.167 560.652,78.425 C562.623,77.658 564.297,76.634 565.965,74.965 C567.633,73.296 568.659,71.625 569.425,69.651 C570.167,67.743 570.674,65.562 570.82,62.369 C570.966,59.17 571,58.147 571,50 C571,41.851 570.966,40.831 570.82,37.631\"><\/path><\/g><\/g><\/g><\/svg><\/div><div style=\"padding-top: 8px;\"> <div style=\" color:#3897f0; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:550; line-height:18px;\">See this post on Instagram<\/div><\/div><div style=\"padding: 12.5% 0;\"><\/div> <div style=\"display: flex; flex-direction: row; margin-bottom: 14px; align-items: center;\"><div> <div style=\"background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(0px) translateY(7px);\"><\/div> <div style=\"background-color: #F4F4F4; height: 12.5px; transform: rotate(-45deg) translateX(3px) translateY(1px); width: 12.5px; flex-grow: 0; margin-right: 14px; margin-left: 2px;\"><\/div> <div style=\"background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(9px) translateY(-18px);\"><\/div><\/div><div style=\"margin-left: 8px;\"> <div style=\" background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 20px; width: 20px;\"><\/div> <div style=\" width: 0; height: 0; border-top: 2px solid transparent; border-left: 6px solid #f4f4f4; border-bottom: 2px solid transparent; transform: translateX(16px) translateY(-4px) rotate(30deg)\"><\/div><\/div><div style=\"margin-left: auto;\"> <div style=\" width: 0px; border-top: 8px solid #F4F4F4; border-right: 8px solid transparent; transform: translateY(16px);\"><\/div> <div style=\" background-color: #F4F4F4; flex-grow: 0; height: 12px; width: 16px; transform: translateY(-4px);\"><\/div> <div style=\" width: 0; height: 0; border-top: 8px solid #F4F4F4; border-left: 8px solid transparent; transform: translateY(-4px) translateX(8px);\"><\/div><\/div><\/div> <div style=\"display: flex; flex-direction: column; flex-grow: 1; justify-content: center; margin-bottom: 24px;\"> <div style=\" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 224px;\"><\/div> <div style=\" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 144px;\"><\/div><\/div><\/a><p style=\" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;\"><a href=\"https:\/\/www.instagram.com\/reel\/C1uToVfoatA\/?utm_source=ig_embed&amp;utm_campaign=loading\" style=\" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none;\" target=\"_blank\" rel=\"noopener\">A publication shared by Beautydecoded (@skincaredecoded)<\/a><\/p><\/div><\/blockquote> <script async src=\"\/\/www.instagram.com\/embed.js\"><\/script>\n\n\n\n<p>This Tuesday, Guerlain released its new \u20ac650 cream, allegedly \"born of quantum science\". It's a subject worthy of discussion. Back on January 2, the brand's website announced that Gold Quantum\u2122 technology restores the \"quantum light\" of youthful skin. The star ingredient in this cream is the Gold Nobile orchid, endemic to the Himalayan region. At this point, we realize the magnitude of their marketing strategy: an exotic plant with exceptional virtues associated with Gold Quantum technology, enough to make you dream, or rather think. <\/p>\n\n\n\n<p><strong><em>Personally, I don't think it's reasonable to keep pushing this extravagant marketing, especially as we consumers are no longer fooled.<\/em><\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Brand Reaction and Communication Readjustment<\/h2>\n\n\n\n<p>Faced with the criticism and confusion generated by their campaign, the brand had to modify its communication. It acknowledged the questions raised by the use of the term \"quantum\" and tried to clarify its position. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Between Marketing and Science<\/h2>\n\n\n\n<p>This case highlights the tension between marketing strategies in the cosmetics sector and scientific integrity. It highlights the need for more transparent communication based on verifiable scientific evidence, especially when it comes to claims linked to technological or scientific advances.<\/p>\n\n\n\n<p>For French video artist G Milgram, who published\u00a0<a href=\"https:\/\/www.youtube.com\/watch?v=z4ZfsJRGJsM&amp;t=51s\" target=\"_blank\" rel=\"noreferrer noopener\">a video dedicated to the subject<\/a>all this evokes a \"<em>quantum bullshit<\/em>\u00a0\".<\/p>\n\n\n\n<p>Experimental physics researcher Martina Knoop,\u00a0<a href=\"https:\/\/www.20minutes.fr\/societe\/4068957-20240104-creme-guerlain-quantique-truc-parfait-vendre-bullshit\" target=\"_blank\" rel=\"noreferrer noopener\">interviewed by 20 Minutes<\/a>agrees. \"\u00a0<em>There's a lot of talk about the second quantum revolution at the moment, and real scientific progress is being made. Here, it's a rather clever communication ploy, with a pseudo-scientific discourse.\u00a0<\/em>\"she explains to the media.<\/p>\n\n\n\n<p>A similar reaction\u00a0<a href=\"https:\/\/twitter.com\/EtienneKlein\/status\/1742268657286209956\" target=\"_blank\" rel=\"noreferrer noopener\">has been expressed<\/a>\u00a0by \u00c9tienne Klein, physicist and philosopher of science. \"\u00a0<em>At first I thought it was a hoax, but no: a brand claims to have created an expensive cream using a 'new way of skin rejuvenation born of quantum science'\". I can hear the corpses of Schr\u00f6dinger, Dirac and Heisenberg spinning in their graves.<\/em>\u00a0\"<\/p>\n\n\n\n<p>To understand the science behind these claims, we need to look at the concept of quantum light. This notion stems from quantum physics, a branch of physics that studies phenomena on a subatomic scale. However, it's not clear that these phenomena can be directly linked to skin aging.&nbsp;<\/p>\n\n\n\n<p>According to the experts interviewed by G Milgram, the idea of considering this cream as \"quantum\" is in fact a \"myth\".\u00a0<strong>extreme simplification<\/strong>\u00a0complex scientific concepts. <\/p>\n\n\n\n<h3 class=\"wp-block-heading\">In the end, what can we learn from this story?&nbsp;<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Experts are skeptical<\/strong>&nbsp;as to the validity of Guerlain's claims concerning its quantum cream.&nbsp;<\/li>\n\n\n\n<li>It would seem that the scientific concepts used are actually a\u00a0<strong>extreme simplification<\/strong>the true principles of quantum physics.<\/li>\n\n\n\n<li><strong>The use of the term \"quantum<\/strong>\u00a0in this case seems to be primarily a marketing strategy.<\/li>\n<\/ul>\n\n\n\n<p>Faced with these criticisms, Guerlain has also \"\u00a0<em>decided to clarify its communication in order to remove any ambiguity.\u00a0<\/em>\"and shared a link to \"\u00a0<em>the scientific foundations and results of our work<\/em>\u00a0\". However, this is not a link to a rigorous scientific study, but to<a href=\"https:\/\/www.guerlain.com\/fr\/fr-fr\/c\/orchidee-imperiale-gold-nobile-technologie.html\" target=\"_blank\" rel=\"noreferrer noopener\">a page on the Guerlain website<\/a>. The latter states that Guerlain's researchers \".\u00a0<em>have carried out work on human skin cells in collaboration with a team of biophysicists from Palacky University.<\/em>\u00a0\"However, no further details are given on the work itself, or on the researchers who carried it out.<\/p>\n\n\n\n<p><\/p>","protected":false},"excerpt":{"rendered":"<p>The cosmetics industry is constantly innovating to offer consumers ever more effective and astonishing products. The famous Guerlain brand recently launched its Orchid\u00e9e Imp\u00e9riale Gold Nobile product, billed as a \"quantum\" cream. But isn't the use of this term overused? Is it really a revolution for our skin, or simply a maneuver...<\/p>","protected":false},"author":120,"featured_media":8449,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_kad_blocks_custom_css":"","_kad_blocks_head_custom_js":"","_kad_blocks_body_custom_js":"","_kad_blocks_footer_custom_js":"","_kad_post_transparent":"","_kad_post_title":"","_kad_post_layout":"","_kad_post_sidebar_id":"","_kad_post_content_style":"","_kad_post_vertical_padding":"","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false,"_kad_post_classname":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-8448","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites"],"acf":[],"taxonomy_info":{"category":[{"value":1,"label":"Actualites"}]},"featured_image_src_large":["https:\/\/www.beautydecoded.com\/wp-content\/uploads\/2024\/01\/a-young-woman-holds-a-jar-of-fresh-natural-skin-c-2023-11-27-05-08-44-utc-1024x574.jpg",1024,574,true],"author_info":{"display_name":"Sylvain David","author_link":"https:\/\/www.beautydecoded.com\/en\/author\/beautydecoded\/"},"comment_info":24,"category_info":[{"term_id":1,"name":"Actualites","slug":"actualites","term_group":0,"term_taxonomy_id":1,"taxonomy":"category","description":"","parent":0,"count":302,"filter":"raw","cat_ID":1,"category_count":302,"category_description":"","cat_name":"Actualites","category_nicename":"actualites","category_parent":0}],"tag_info":false,"_links":{"self":[{"href":"https:\/\/www.beautydecoded.com\/en\/wp-json\/wp\/v2\/posts\/8448","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.beautydecoded.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.beautydecoded.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.beautydecoded.com\/en\/wp-json\/wp\/v2\/users\/120"}],"replies":[{"embeddable":true,"href":"https:\/\/www.beautydecoded.com\/en\/wp-json\/wp\/v2\/comments?post=8448"}],"version-history":[{"count":1,"href":"https:\/\/www.beautydecoded.com\/en\/wp-json\/wp\/v2\/posts\/8448\/revisions"}],"predecessor-version":[{"id":8450,"href":"https:\/\/www.beautydecoded.com\/en\/wp-json\/wp\/v2\/posts\/8448\/revisions\/8450"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.beautydecoded.com\/en\/wp-json\/wp\/v2\/media\/8449"}],"wp:attachment":[{"href":"https:\/\/www.beautydecoded.com\/en\/wp-json\/wp\/v2\/media?parent=8448"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.beautydecoded.com\/en\/wp-json\/wp\/v2\/categories?post=8448"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.beautydecoded.com\/en\/wp-json\/wp\/v2\/tags?post=8448"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}