Despite a "chaotic" year, necessarily disrupted by the epidemic of the coronavirus epidemic and the two confinements, Guerlain had a good end to the year.

On Europe 1, Véronique Courtois, the CEO of the perfumer, ensures that the group took advantage of this unprecedented period to reinvent itself. 

INTERVIEW

Like many brands, Guerlain had very good results during the end of year celebrations.

Indeed, the French flocked to stores or online sales sites, at the end of a year marked by the anguish generated by the coronavirus epidemic and the two confinements.

"We had a fairly chaotic year, but it ended very well", rejoices Véronique Courtois, the CEO of the perfumer interviewed Tuesday noon on Europe 1. 

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But then how to explain these good sales in December?

"People were confined and needed to have fun for themselves and for their loved ones", explains Véronique Courtois, noting a "post-containment effect" during which people "were released a little and were able to return to the store. ".

And if perfumes have obviously remained among the most popular products, "it is skincare that has rather exploded", indicates the manager.

And to conclude: "Skincare innovates enormously, and becomes a gift product". 

"A year where we reinvented ourselves" 

But if 2020 was necessarily disrupted by the two confinements, the year was also an opportunity for Guerlain to innovate.

"The year has been difficult, but it's also a year in which we reinvented ourselves", assures the guest of Europe 1. "We did a lot of things that we did not do in the past years", she said again.

"We developed e-commerce, our online services, our masterclasses. We did things we had never done." 

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Until now, "we were in a form of habit", continues Véronique Courtois.

However, "when you are faced with such a problem, you have to reinvent yourself and continue to keep the house alive, providing a completely different service".

And for the CEO of Guerlain, the development of e-commerce offers customers a quality experience.

"We reinvented the experience," she said.

"E-commerce is Guerlain's prettiest boutique".