Guerlain has found itself in controversy for using the term “quantum” in an advertisement for its cream.

Cosmetics brand Guerlain, owned by French luxury giant LVMH (owner of Le Parisien), on Thursday defended its messaging around a cream that claims to be innovative but has been ridiculed on social media for using the scientific term “quantum”. A cosmetics brand has come under fire for 24 hours over a treatment cream that advertises a “new way of cosmetic skin rejuvenation born from quantum science.” A 50-milliliter jar of this cream, called “Orchidée Impériale Gold Nobile,” sells for 650 euros.

The use of the term “quantum” was attacked in a video posted Wednesday by YouTuber J. Milgram, followed by 163,000 people, featuring anonymous testimony from scientists condemning the mention of quantum phenomena. “The Company has taken note of the issues or risks of confusion associated with the use of the term “quantum.” Guerlain, committed to a good understanding of its messages and its research, has therefore decided to once again clarify its messages in order to eliminate any ambiguity,” explains the brand in a statement to AFP, which was then broadcast on X.

The brand does not reject the term “quantum,” but explains that “the field of quantum biology is a recent and established area of ​​scientific research.” “It showed that living cells emit, in addition to molecules, much smaller particles, photons or UPE (ultra-weak photon emission). These photons are the elementary components of light,” he added.

According to Guerlain, its skincare line is “based on significant scientific advances in quantum biology applied to skin cells with demonstrated results” in collaboration with biophysicists from Palacky University (Czech Republic).

Scientific Marketing

The controversy grew on social media. “At first I thought it was a hoax, but no,” wrote physicist Etienne Klein on X. “From here I can hear the corpses of Schrödinger, Dirac and Heisenberg spinning in their graves,” he added, recalling the names of three quantum theoretical physicists mechanics.

Guerlain confirmed to AFP that it had sent a message to YouTuber J. Milgram to “let him know” that the video “mostly relates to confidential, incomplete working documents protected by trade secrets” and to ask him to “remove this content.” “This approach does not at all question the freedom of everyone to express their opinion on our products, as long as this is done in accordance with the law,” add the brand, which “for now chooses dialogue” and G Milgram “spirit of responsibility.”

The use of terms that resonate with the scientific world is common in the highly competitive world of cosmetics.

“Brands often use scientific-sounding terminology that remains in the minds of the general public to explain certain benefits of their product,” Julie El Guzzi, author of Manuel du luxe (Puf edition), explains to AFP. “To succeed in distinguishing itself from others, a beauty brand must have a scientific territory, a flagship ingredient and a specific product benefit,” she explains, adding that “that’s the key to communication.”