Blue Packaging 1914-1949

From 1914 to 1949, Guerlain’s “blue packaging” became one of the house’s most recognizable and elegant signatures. This deep blue paper, used as both wrapping and box covering, featured a delicate watermark pattern with the Guerlain name and logo printed diagonally in a  contrasting shade of blue, creating a subtle play of tone and texture. When used for boxes, the pattern lent a refined, understated sense of luxury—quietly sophisticated rather than ostentatious, a reflection of Guerlain’s timeless aesthetic.

Each package was carefully finished with a silver, white, and blue paper band, printed with the Guerlain name in a graceful, flowing script that evoked the artistry of handwritten calligraphy. A label—typically royal blue during the earlier years but turning to a sunny yellow hue toward the late 1940s—was affixed to the front. This label bore the Guerlain catalog number, the fragrance’s name, and the house’s signature, ensuring that every box was both beautiful and informative. Together, the blue paper, silver ribbon, and classic labeling created a look that was unmistakably Guerlain—an embodiment of Parisian refinement that bridged the elegance of the Belle Époque and the modernity of the post-war years.

During the years of the Second World War, Guerlain—like many French luxury houses—was deeply affected by material shortages, transportation difficulties, and the overall austerity of wartime production. In response, the brand adapted its presentation while striving to maintain its reputation for quality and refinement. To reassure its clientele, Guerlain affixed a special label to some of its products that read:

“Conditionnement Provisoire dû au manque d’écrin. La qualité et la quantité du parfum sont rigoureusement identiques à celles de notre présentation normale.”

Translated, this means: “Temporary packaging due to the lack of presentation case. The quality and quantity of the perfume are strictly identical to those of our regular presentation.”

This message served both a practical and emotional purpose. It informed customers that, although the usual luxurious packaging—such as ornate boxes, gilded labels, or decorative ribbons—was temporarily unavailable due to wartime restrictions on materials like glass, metal, and fine paper, the perfume inside remained entirely unchanged. Guerlain wanted to assure its loyal patrons that its standards of craftsmanship, formula integrity, and precise quantities were not compromised.

In essence, this label was a quiet declaration of resilience and continuity. Amid the hardships and scarcities of the 1940s, Guerlain maintained its dedication to excellence, signaling to customers that beauty, artistry, and the spirit of French perfumery would endure even in the most difficult times. The “Presentation Provisoire” label thus stands as both a practical notice and a poignant historical artifact—a reminder of the brand’s ability to adapt without ever diminishing its essence.

If your vintage Guerlain product remains factory sealed in its original blue wrapper and paper bands, take great care when opening it. The best method is to use a precision tool such as an X-Acto knife, making a clean incision along the seam or lift the corners to minimize tearing or damage to the delicate paper. Once removed, carefully unfold the blue wrapper and set it aside. It’s important to preserve this material — place it in a clean, acid-free plastic sleeve or archival bag to prevent deterioration. Be sure to store it alongside the presentation box, as together they form a complete representation of the product’s original state.

This blue packaging, bearing Guerlain’s distinctive watermark pattern and silver or white ribboned band, is more than simple wrapping — it is a vital historical clue. The color, texture, and printing style can help pinpoint the decade of production, making it an invaluable resource for collectors and historians. Preserving these materials can modestly enhance the collectible value of your item, as intact packaging from Guerlain’s earlier periods (particularly from the 1910s through the 1940s) is increasingly rare.

Even with sealed items, it is always wise to carefully inspect the contents beneath. Over the years, evaporation, leakage, or internal staining can occur unnoticed. Opening the outer wrap allows you to assess the bottle and presentation box for damage, ensure the perfume level remains stable, and verify the authenticity of the contents. This approach maintains both the historical and material integrity of your piece — balancing preservation with responsible stewardship of a valuable vintage Guerlain artifact.