Guerlain, the cosmetics brand owned by the luxury conglomerate LVMH, faced backlash over its communication regarding a cream touted for its innovation but ridiculed on social media for its use of the scientific term “quantum.”
The skincare products, Impériale Gold Nobile cream and serum, priced at €650 per 50 ml, are part of Guerlain’s high-end Orchidée Impériale range and claim to offer a fresh approach to skin rejuvenation, citing “quantum science.”
In response to the criticism and confusion surrounding the term “quantum,” Guerlain issued a statement affirming its commitment to clear communication and research comprehension. While not abandoning the term, the brand clarified that “quantum biology” is a recognized field exploring how living cells emit smaller particles, such as photons, considered the building blocks of light.
Guerlain emphasized that its skincare line integrates advancements in quantum biology applied to skin cells, supported by collaborative research with biophysicists from Palacky University in the Czech Republic, yielding proven results.
The controversy stemmed from a video by YouTuber G Milgram, viewed by over 158,000 people, questioning the scientific basis of Guerlain’s quantum skincare range. This drew responses from scientists, with physicist Etienne Klein expressing skepticism, while online users gently mocked Guerlain on the brand’s Instagram account, followed by nearly 2 million people.
