PARIS — Guerlain has whipped up a lather of posts on X (formerly Twitter) in response to its description of the brand’s new skin care Orchidée Impériale Gold Nobile that uses the scientific term “quantum.”
On its website, LVMH Moët Hennessy Louis Vuitton-owned Guerlain writes: “After 20 years’ research, Guerlain has created Orchidée Impériale Gold Nobile, revealing a new cosmetic rejuvenation pathway for skin, born of quantum science. Concentrated with a prodigious master of light, the Gold Nobile orchid, Gold Quantum technology helps to visibly restore the quantum light of the skin in the infinitely small scale.”
There’s also a 30-second video explaining the science behind the antiage products, which launched Monday in France. The 50-ml. jar of cream and 30-ml. serum each retail for 650 euros.
What sparked the focus on the quantum claims was a post dated Tuesday by the YouTuber named G Milgram, who boasts 166,000 followers. His 20-minute, 12-second video is entitled “Guerlain releases its quantum cream,” followed by a rolling eyes emoji.
In French, G Milgram claims to have received leaked documents about the product months in advance of its official launch. He sceptically talks through the documents, which appear on screen, and parses the claimed science in the product formulation.
At one point, for instance, he turns to Google Scholar to understand the term “cellular quantum light” and finds no reference to it. G Milgram claimed he contacted anonymous quantum physicists, who were given access to the documents and largely found the reference to “quantum” in the context of the product’s formula to be pseudo-scientific marketing and make-believe.
As of Friday, G Milgram’s video had notched up 193,000 views.
Guerlain on Thursday took to X in response of it and the subsequent fallout.
“These new treatments are effectively based on significant scientific advances in the field of quantum biology applied to skin cells (measurement of Ultra-weak Photon Emission), with demonstrated results,” it wrote.
The brand also said it had taken note of questions or risks of confusion surrounding the use of the term “quantum.” So it was clarifying its communication in order to remove any ambiguity, Guerlain said. The brand provided a link to show the scientific foundations and results of its work on Orchidée Impériale Gold Nobile.
The post had generated 497,200 views and 794 comments by early afternoon Friday.