Whether you’re leading a brand, launching a startup or shaping cultural experiences, here are six timeless lessons I’ve learned from this extraordinary fragrance.
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As the founder of a cultural institution that preserves perfume artifacts, I’ve spent decades reflecting on why some brands fade while others become immortal. Shalimar offers more than fragrance — it offers a blueprint for building something that transcends time. Jacques Guerlain didn’t build Shalimar around market trends. He rooted it in the legendary romance of Shah Jahan and Mumtaz Mahal. The result wasn’t just olfactory — it was narrative. Every element, from name to scent, evoked longing, mystery and love. Great brands move people before they convert them. Build with emotional resonance. If your offering doesn’t feel like a story worth sharing, it won’t last.Shalimar was radical.
Build with permanence in mind. Whether it’s packaging, UX or architecture — ask: Will this feel beautiful 100 years from now? Attention fades. Devotion lasts.Over the decades, Shalimar has undergone reformulations and reinterpretations. But its core — the rich amber base, the story it tells — remains. Guerlain has evolved with care, preserving identity while adapting to the times. Change is necessary. But clarity about what must never change is what preserves trust.
When a brand is built with feeling, depth and symbolic design, it transcends. It becomes more than a product. It becomes part of culture. That is the legacy Guerlain created — and the standard we should all strive for.
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