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A hundred-year profile

Guerlain

Guerlain peaked in the 1930s, then Lentheric overtook it in the 1940s.

LVMH lineage · est. 1889 · Shalimar, Mitsouko, L'Heure Bleue, Jicky
15.3%Peak, the 1930s
16Placements
1912 to 1934Span
37.5%Earned share
Open in the brand lens Compare against a rival
Share of voice by decade0%10%20%1920s1930s1940s1950s
All voiceAdvertising

Quality-weighted share among the tracked houses, read from Photoplay, Screenland, and Modern Screen. Descriptive, not causal.

Out-voiced by

Lenthericovertook it in the 1940s
Djer-Kissovertook it in the 1940s
Hudnutovertook it in the 1940s

Earned versus paid

Paid 10Earned 6

Mostly paid, with some earned editorial.

The evidence

A sample of the placements behind the figures above. Every point traces to a real page.

YearOutletChannelWhat appeared
1912VogueadvertisingGUERLAIN
1918Harper's BazaareditorialGuerlain Perfumes
1919Vogueeditorialde Guerlain
1921Vogueeditorialde Guerlain
1922Harper's BazaaradvertisingGuerlain
1924Harper's BazaaradvertisingGUERLAIN
1925VogueadvertisingGuerlain
1926VogueeditorialShalimar, a new and exotic fragrance by Guerlain

Other houses

Coty Elizabeth Arden Pond's Helena Rubinstein Jergens Lux Woodbury Tangee

Browse every Guerlain page in the record →

Data via the Muse Parlor historical SOV API. How this is built →