Guerlain LUI: Cozy Comfort

Colour me surprised, I actually like Guerlain‘s new LUI. Quite a bit, in fact. It’s not something I had expected; I’m a Guerlain classicist whose heart beats faster for the old, vintage masterpieces from the house, not the vast majority of fragrances released in the LVMH era. LUI is a rare exception. I find it enjoyable, even delectable at times, smooth, nicely balanced, easy to wear, and a cozy comfort. There is no fruitchouli or goopy red fruits to smother you to death with cloying excess; no cheap vanillin shrieking like a deranged, over-sugared, saccharine banshee; no laundry cleanness; no harsh woody-amber synthetics; and no bombastic amounts of caramel-praline bearing with such an intemperate degree of sickly sweetness that it would put a diabetic in a coma. No, nothing like that for once. Instead, there is only a soft, smooth, carefully calibrated, and good quality cloud of golden sweetness laced with floral, woody, smoky, spicy, and amber flourishes. It’s simple, uncomplicated, and hardly novel, and I grant you that my standards, expectations, and bar for LVMH-era Guerlain are basically at rock bottom levels but, even so, I wouldn’t mind a bottle of LUI for myself and it’s been a long, long time since I said that about one of the company’s new releases.

Guerlain’s LUI banner. Source:

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