“ Since 1828, Guerlain explores, Guerlain innovates, Guerlain sublimates », explains LVMH as it presents its luxury cosmetics house. This hits hard at the start of the year with the release of a new range of treatments called “ Imperial Orchid Noble Gold “. It would be based on “ significant scientific advances in the field of quantum biology applied to skin cells, with demonstrated results “, according to the brand which speaks frankly of ” Revolution “. It is to finance all this research and development that he undoubtedly allows himself to sell his 30 ml serum or his 50 ml cream for 650 euros (so consider 1300 euros for both).
Why are Guerlain’s “quantum” treatments at 650 euros each controversial?
However, an inside source allegedly leaked several documents to the creator of popular content on quantum scams and pseudoscience, G Milgram. He deciphers them in a video published on January 2, 2024 and which has already accumulated almost 200,000 views.
According to the alleged Guerlain documents, the cream in this range manages to act on the cellular quantum light of the skin to accelerate and amplify skin rejuvenation. G. Milgram believes that it is purely and simply marketing nonsense with no scientific basis, and therefore close to disinformation, not to mention a conspiracy given the vocabulary used which recalls the worst of the New Age.
Added to this is the exorbitant price of these two treatments” quantum » and you have the perfect ingredients for a heated discussion. Etienne Klein, research director of the Commission for Atomic Energy and Alternative Energy and who participates in the program “La conversation scientifique” on France Culture, joked on X (formerly Twitter):
The creator of content that deciphers fake news, Defakator, also made a little joke about Schrödinger’s cat:
Even Valérie Damidot joked about the rejuvenating power of Guerlain’s quantum cream, in a more accessible way for the less scientific among us:
Guerlain announces to change its communication on its quantum treatments
The controversy was such Guerlain ended up writing a tweet on January 4, 2024 providing:
“These new treatments are actually based on significant scientific advances in the field of quantum biology applied to skin cells (measurement of ultraweak photon emission), with proven results.
However, the company has noted questions or risks of confusion surrounding the use of the term quantum. Guerlain, committed to a good understanding of its messages and research, has therefore decided to clarify its communication to eliminate any ambiguity.
Guerlain regrets this situation and recalls its attachment to the most exact science. »
In the link he adds a summary of his scientific documentation without being able to consult it in full. We are therefore still far from being convinced to purchase these treatments at €650 each.
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Source: Madmoizelle
Mary Crossley is an author at “The Fashion Vibes”. She is a seasoned journalist who is dedicated to delivering the latest news to her readers. With a keen sense of what’s important, Mary covers a wide range of topics, from politics to lifestyle and everything in between.
