Guerlain has defended the use of the word ‘quantum’ to describe the science behind its new skin care range.
The defence comes after a content creator posted a video on YouTube questioning the exact meaning of the term.
The new Orchidée Impériale Gold Nobile collection claims to use “Gold Quantum technology” to help “visibly restore the quantum light of the skin in the infinitely small scale”.
A moisturiser and serum are included in the range, which the LVMH-owned business said were created after 20 years of research.
The duo are available for US$740 each.
French YouTuber G Milgram posted a 20 minute-long video criticising the use of the term 'quantum', after claiming to receive leaked internal documents on the products last year.
The influencer is said to have shared these supposed documents with a number of quantum physicists, with one responding that the range has “absolutely nothing [to do] with quantum”.
Another told G Milgram that this is “classic pseudoscientific” marketing that cosmetics brands are known for.
The video has over 254,000 views and has amassed over 3,700 comments at the time of writing.
One commenter wrote: “What shocks me most about this story is that one might wonder where the deception ends.
“If guys can come up with lies as big as this product, this is surely also the case for their other products which are based on scientific studies.”
“Hoping that Guerlain gets a bad buzz and that it sheds light on all these scams,” said another.
In response, Guerlain took to X (formerly Twitter) to defend its use of the term and the science behind the anti-aging range.
“Guerlain has become aware of online content and conversations commenting on the launch of its new Orchidée Impériale Gold Nobile range,” the brand said in the post.
“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.”
The brand added, however, that it had taken note of the “confusion” surrounding the use of the term quantum and posted a link to a page on its website offering more details.
“Guerlain, committed to the good understanding of its messages and its research, has therefore decided to re-clarify its communication in order to remove any ambiguity,” it added in the post.
The page itself offers a description of the brand’s scientific work, with Guerlain claiming to have worked with Palacky University in the Czech Republic and its research on Ultra-weak Photon Emission (UPE).
The statement said that living cells emit UPE, with the range’s namesake ingredient, the dendrobium nobile orchid, allegedly being able to act on these cells.
Guerlain claims this helps to address wrinkles, fine lines and improve firmness, elasticity, density and lifting effect.
Cosmetics Business has reached out to Gurelain for comment.
(Quotes have been translated from French into English.)
