In 2009 the eyes of the perfume-world were firmly fixed on the doors of No 68 Champs-Élysées in Paris. The world awaited the brand new feminine fragrance from the world’s most important (and arguably the greatest) perfume house – Guerlain. In the previous year Guerlain (now owned by the fashion-gargantuan Louis Vuitton Moët Hennessy) had appointed Thierry Wasser as their in-house perfumer and he had already started to create exciting fragrances for the house (see Guerlain Homme), but he was yet to conquer the mammoth task of creating a Guerlain feminine.
A new feminine fragrance from Guerlain is always big news and it can’t be easy creating a fragrance for a house that brought Jicky, L’Heure Bleue, Mitsouko and Shalimar into the world, but with Idylle it felt like the pressure was REALLY on. Thierry Wasser had the huge tasking of creating a contemporary and modern fragrance that wouldn’t betray Guerlain’s age old heritage and for that reason Idylle is a relatively important fragrance, it signifies a shift within the house, and this shift is highlighted in the tag-line on the above advertising image, which presents Idylle as “The New Guerlain”.
Guerlain describes Idylle (‘Love Dream’) as “Like a mist of petals on the skin, a fresh floral bouquet warmed by the sensuality of chypre”  and if only to emphasise the ideal of ‘The New Guerlain’, Idylle marks a complete break from the house’s tradition of lavish chypres, big florals and Guerlainade-filled orientals.