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Guerlain and Gisou Pair Fragrance and Beauty With Paris Cafés and Pastry
Guerlain is taking over a Champs-Élysées café space for its L'Heure Bleue launch, while Gisou returns with a second pastry collaboration with chef Cédric Grolet, part of a wider Paris push by fashion and beauty brands into cafés and gourmet collaborations.
From September 24 to October 4, Guerlain is teaming up with Maurice Sfez Café to occupy L'Appartement du 68, the space inside its flagship at 68, avenue des Champs-Élysées, in Paris. The pairing of perfume and coffee is timed to the launch of the house's latest creation, L'Heure Bleue.
At the dessert counter, Gisou is renewing its partnership with pastry chef Cédric Grolet for a second consecutive year. The two have developed three limited-edition pastries built around Mirsalehi honey, the beauty brand's signature ingredient, and inspired by its Autumn collection.
Each pastry interprets one of the collection's three flavour directions: Cherry Chocolate, Pink Praline and Sticky Toffee. The aim is to translate Gisou's latest beauty launches into edible experiences.
The initiatives form part of a broader movement in Paris, where pop-ups, café collaborations, limited-edition pastries and new concept stores are being used by fashion and beauty names to reach consumers. Rag & Bone and Jod also feature among the brands tying their worlds to culinary venues and industry partners.
Coffee, pâtisserie and teatime are giving fashion and beauty houses a new setting for their launches and collections, bringing their universes together with those of restaurants and cafés across the French capital.