guerlain.com
guerlain.com
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Guerlain: The LVMH Beauty Titan
How a 190-year-old perfume house is winning the digital luxury game
Guerlain isn't just selling lipstick and perfume—they're selling 190 years of French heritage to 1.8 million monthly digital visitors. In a world where luxury beauty struggles to translate online, Guerlain.com is a masterclass in balancing heritage with e-commerce conversion.
"Guerlain proves that heritage isn't a digital liability—it's the ultimate SEO moat when you know how to monetize it."
The Search-First Beauty Consumer
With 55% of traffic coming from organic search, Guerlain dominates the 'beauty discovery' funnel. The data reveals a sophisticated keyword strategy: 'guerlain' alone drives 86K monthly searches, while product-specific terms like 'guerlain lipstick' (16.6K) and 'guerlain perfume' (5.7K) capture commercial intent. This isn't accidental—it's a deliberate capture of high-intent luxury beauty shoppers who know exactly what they want.
The Direct Traffic Paradox
37% direct traffic is unusually high for a non-tech brand, suggesting two things: either Guerlain has built remarkable brand recall, or customers are using the site as a research portal before buying elsewhere. Given their 1.5/5 Trustpilot rating from 220 reviews, I suspect the latter. The site functions as a digital showroom—customers browse heritage and products, then purchase through authorized retailers or department stores where they can get better deals and samples.
The executive team tells the story of their digital pivot. With Johnny Ribeiro as Global Chief Brand Officer and Delphine Levesque heading Digital & CRM in France, LVMH is clearly investing in transforming a heritage brand for the TikTok generation. Jeremy Alonso's role in Eco Innovation and Rémi Escola's Climate & Biodiversity leadership signal that Guerlain is betting on sustainability as a luxury differentiator—a smart move when 68% of luxury consumers now prioritize environmental impact.
- Heritage as SEO moat: 190-year-old brand commands 373K backlinks without aggressive link building
- Product-led search: Top keywords reveal customers know exactly what they want before visiting
- Trust gap: 1.5/5 rating suggests the site excels at inspiration but struggles at conversion
- Sustainability positioning: Executive team structure reveals eco-innovation as core strategy
Guerlain.com is a digital museum that sells
It converts brand equity into search traffic, but struggles to close the loop on direct sales—a classic luxury problem in the DTC era
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What keywords does Guerlain rank for?
5 keywordsWhat is Guerlain's revenue?
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What do customers think of Guerlain?
Guerlain
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Reviews (20)
Excellent service
Excellent service. Next day delivery. Beautiful fragrances. Shopped here many times and always had a perfect experience.
The Meteorites delivered by Guerlain in…
The Meteorites delivered by Guerlain in Netherlands was horrific quality, lots of pearls dry and broken down.
Cancelling my order but holding my money... twice
I made an order for Ciur Beluga on their UK site. Checkout went as usual from other online purchases, with my bank app asking me to verify the purchase during checkout, me verifying it, and the order being confirmed, with my bank account being charged 300 pounds. I get a confirmation email from Guerlain saying "We are pleased to confirm your order." (Wow, how nice!) So I assume everything was fine. No reason it wouldn't be since I constantly make online purchases and never face issues. The next day I get an email saying "We are very sorry but your order has been canceled". No explanation by the way. My bank account still shows I am down 300 pounds. I have to call customer support and eventually get told there was an "issue with the card" (I've since read online that Guerlain uses some shady 3rd party called "Cybersource" to process payments, and that they "arent responsible" themselves. Whatever that means...), and that I should try to order via PayPal this time. They also claim that my card wasn't debited, even though I can clearly see in my bank that I am down 300 pounds. Anyways, I place an order again right after the call, this time via PayPal as suggested. Everything looks smooth, I have checked out with PayPal many times before, and never had an issue with them. I get the confirmation email again, my bank account gets charged another 300 pounds, whatever. The next day I get a cancellation email, once again. I don't know what to say at this point. I know its not an issue with me because I've made several purchases before this, with the same card directly, with PayPal, with Klarna, whatever, with ZERO issues on other sites. I have even since made further purchases, again with the same card, with no issues. I found the Ciur Beluga on another site now and purchased it from there instead. Hopefully my 600 pounds worth of cancelled Guerlain website orders return to my account soon, that's all I can say. Again, I have not had any sort of issues like this since I don't know... the early 2000s? Absolute horrible and possibly fraudulent activity (you can't charge someone AND claim the payment failed AND cancel their order) from Guerlain and Cybersource
I ordered a perfume from Guerlain that…
I ordered a perfume from Guerlain that arrived damaged due to poor packaging and shipping. I refused to accept them shipping out a new order in fear for the same thing happening again. I asked for a refund and their internal team had me wait while they investigated the matter even though I was not at fault. I am still waiting! Their customer service is horrible!!!! Do not order online!! It's better to get your product from an authorized seller. This has turned me off from the brand completely!
Ridiculous attitude to the clients
Surprisingly I got an email to review the order I NEVER GOT,just because guerlain cancelled it without any explanation!!!And even when I contacted their customer service multiple times I have never got the answer!This is ridiculous,I wanted to refill my guerlain lip case,but I guess I should quit using guerlain and find better alternative if this is their attitude with clients.
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About guerlain.com
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Traffic & Audience
guerlain.com receives approximately 1.9M monthly visitors and ranks #28,457 globally. The website has a bounce rate of 48% with visitors viewing an average of 3.4 pages per visit. Users spend an average of 2:06 on the site.
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