<p>For its latest launch, the maison captures the elusive "blue hour"—or the alluring moments between day and night.&nbsp;</p>

<p>Back in 1912, Jacques Guerlain introduced L'Heure Bleue for the very first time. Feminine and graceful, the fragrance became a cult classic. Now, the maison's <span>Director of Perfume Creation, Delphine Jelk, pays tribute to the iconic scent with a new interpretation.&nbsp;</span></p>
<p>Just like the phenomenon itself, L'Heure Bleue is mesmerizing and enveloping. Ozonic accord, vanilla, orange blossom, and iris come together, creating a scent that is at once lush and delicate. "As a woman, I wanted to express femininity accurately, as I see it: A blend of tenderness and strength. Authenticity and poetry. A femininity that seizes every opportunity,” said&nbsp;Jelk. In order to achieve the ultimate iris scent, the master perfumer created a brand-new iris tincture—a process that took three years. Fresh and airy, the exclusive ingredient brings a new air of elegance to the treasured scent.&nbsp;</p>
<p class="MsoNormal"><span>The fragrance arrives in yet another piece of Guerlain's illustrious history, the jewel bottle. Romantic and bold, the shape recreates the maison's famous "inverted heart" silhouette, but with a contemporary twist: understated blue lacquering and gilded lettering, a nod to the "blue gold" of the iris plant. In its modern iteration, the bottle becomes an object to be treasured with each and every spritz.&nbsp;</span><span></span></p>
<p>Below, Jelk shares a glimpse into the process behind crafting Guerlain's latest fragrance.<em>&nbsp;</em></p>

Guerlain L'Heure Bleue Campaign Film

L’Heure Bleue: the New Eau de Parfum | GUERLAIN

<div>L'OFFICIEL: <em>You spent three years developing a brand-new iris tincture for this fragrance. What did you want this new iris note to express that you couldn’t achieve with existing materials?</em></div>
<div>DELPHINE JELK: Iris tincture was part of Guerlain’s historical know-how, and I wanted to revive it.&nbsp;</div>
<div>What I love about tincture is both its natural production process and, olfactorily, its richness and immediate freshness. Iris expresses itself from the top notes and then unfolds on the skin through multiple facets.&nbsp;The tincture is much more volatile; it is a top note. It brings freshness, lightness, and an&nbsp;additional&nbsp;soul that envelops the entire fragrance,&nbsp;whereas&nbsp;iris butter is denser and sits more at the heart of the composition.&nbsp;</div>
<div>For<span>&nbsp;</span>L’Heure&nbsp;Bleue, I wanted to create a new nuance in our&nbsp;palette—something more alive, more vibrant. Iris is emblematic at Guerlain, central to the&nbsp;Guerlinade&nbsp;and deeply tied to the history of this fragrance. But working with iris as a tincture allows for a different expression: more airy, more diffusive, more immediate.&nbsp;</div>
<div>We undertook extensive research. First, selecting the right rhizomes—the underground part of the iris where its scent is concentrated. We found the quality we were looking for in Italy, an exceptional terroir for this “blue gold” of perfumery.&nbsp;Then, we refined the process: maceration time, proportions, gestures. Three years were needed to achieve the right balance.</div>
<div>L'O:&nbsp;<em>This fragrance marks Guerlain's first for women in over a decade. What did this milestone scent mean to you, and how did you approach creating the scent as a woman crafting a fragrance for other women?</em></div>
<div>DJ: I propose a real femininity, not a fantasized one.&nbsp;</div>
<div>I know women because I am one. I create with a sense of truth and closeness. A femininity that is gentle and strong, contrasted, and has nothing to prove.&nbsp;This fragrance is neither a cry nor a statement. It is a breath. This moment of transition offers immense freedom: the freedom to make no compromises, to dare, to be bold. It is not always easy to fully be oneself.<span>&nbsp;</span>L’Heure&nbsp;Bleue is that subtle breath that reminds&nbsp;us&nbsp;everything is possible—in that suspended moment when day gently slips into night.&nbsp;</div>
<div>
<div>L'O:<em> L'Heure Bleue is a phenomenon that has a deep significance to the house's history. What is it about that moment that feels so essential to capture with this scent?&nbsp;</em></div>
<div>DJ: Rather than a reinterpretation, I prefer to speak of a tribute. Again, this is not a replica but a contemporary interpretation with the same emotion.</div>
<div>I drew inspiration from how Jacques Guerlain interpreted L’Heure Bleue, with its very impressionistic approach. For me, it is a pastel fragrance—a fragrance of blur. There are no sharp contrasts or clear cuts: everything lies in gradients and tonal variations.&nbsp;</div>
<div>What would<span>&nbsp;</span>L’Heure&nbsp;Bleue look like today? Is the guiding question that led me throughout this creation.&nbsp;I told myself the story of that precise moment when day is&nbsp;gone&nbsp;and night has not yet arrived—a moment of transition, passage, and flight.&nbsp;</div>
<div>Day is obligation. Night offers new freedom. This moment is soft, intimate, poetic, almost unreal. That emotion deeply guided me, along with the idea of contrast—between warmth and freshness, between the sensuality of fragrance on skin and the cool air that creates a shiver. A shiver both atmospheric and emotional: the thrill of freedom and endless possibilities.&nbsp;</div>
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Guerlain Introduces Its Newest Feminine Fragrance, L'Heure Bleue

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