I will first review the advertisement for Insolence and then the perfume. My illustrations are in reverse order though; hope you're not confused already.
So I thought it wouldn't be a bad idea to review the new Insolence by Guerlain as it would help me clarify my own impressions of it. A little trip to Sephora last weekend allowed me to get hold of a generous sample of Insolence as I felt that the couple of spritzes that were drying off my hand wouldn't be enough to get to the bottom of it. After all it's a perfume by Maurice Roucel, the author of Musc Ravageur, 24 Faubourg, Iris Silver Mist, and Be Delicious, to name a few; there might be hidden complexity there. It is a also a newly heralded Guerlain generation of perfumes as the very bourgeois and posh perfume house is attempting to break its classic image and reach out to a younger set of women. With this battle plan in mind, Guerlain has decided to appeal by putting out a rebellious, insolent perfume and hiring Hilary Swank/Million Dollar Babe as its icon.
Swank is perfect to embody insolence, the value, but the strange images used in the advertisement campaign seem to want to deflect the potential threat posed by the representation of an insolent young woman: the actress looks stultified, frozen, immobile; in brief, her insolence is safely put away in a place that looks like it might be a locked Swiss bank safe with the key completely lost in the netherland of aborted rebellious dreams...
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