The cosmetics brand Guerlain, which belongs to the French luxury giant LVMH, defended its communication on Thursday around a cream which claims to be innovative but is mocked on social networks for the use of the scientific term “quantum”. The cosmetics brand has been criticized for 24 hours over a treatment cream touting “a new way of cosmetic rejuvenation for the skin born from quantum science”. The 50 milliliter pot of this cream called “Orchidée Impériale Gold Nobile” is sold for 650 euros.
The use of the term “quantum” was attacked in a video published Wednesday by YouTuber G Milgram, followed by 163,000 people, which provides anonymous testimonies from scientists denouncing the quantum reference. “The company has taken note of the questions or risks of confusion surrounding the use of the term quantum. Guerlain, committed to the good understanding of its messages and its research, has therefore decided to re-clarify its communication in order to remove any ambiguity,” explains the brand in a statement broadcast on X.
The brand does not abandon the term “quantum” but explains that “the field of quantum biology is a recent and recognized field of scientific investigation.” “It showed that living cells emit, beyond molecules, much smaller particles, photons or UPE (Ultra-weak Photon Emission). These photons are the elementary constituents of light,” he added.
According to Guerlain, its skincare line “is based on significant scientific advances in the field of quantum biology applied to skin cells, with demonstrated results”, in collaboration with biophysicists from Palacky University (Czech Republic).
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The controversy grew on social networks. “I first thought it was a hoax, but no,” wrote physicist Etienne Klein on X. “I can hear from here the corpses of Schrödinger, Dirac and Heisenberg rotating in their graves,” he added, evoking the names of three theoretical physicists of quantum mechanics.
Guerlain confirmed that it had sent a message to YouTuber G Milgram to “inform” him that the video “largely referred to confidential, incomplete working documents protected by trade secrets” and to ask him “to delete this content”. “This approach absolutely does not call into question the freedom of everyone to express their opinion on our products, as long as this is done in compliance with the law,” adds the brand which “for the moment is choosing dialogue” and the “spirit of responsibility” of G Milgram.
The use of terms echoing the scientific world is commonplace in the highly competitive world of cosmetics. “It is common for brands to use scientific-sounding terminologies which remain in the minds of the general public to explain certain benefits of their product,” explains Julie El Ghouzzi, author of Manuel du luxe (Puf editions). “To succeed in distinguishing itself from others, a cosmetic brand must have a scientific territory, a flagship ingredient and a specific benefit of the product,” she explains, adding “this is the key to communication.”
