White Box & Dot Packaging 1950-1967

Between 1950 and 1967, Guerlain adopted what collectors now refer to as the White Box packaging style — a minimalist and modern departure from the ornate, gilded designs of earlier decades. Used primarily for the eaux de cologne versions of Guerlain’s most popular fragrances, these boxes were simple yet sophisticated: pure white with a single colored dot centered near the top, immediately identifying the scent within. The choice of color was deliberate and consistent across the range — a form of elegant visual shorthand. Shalimar was distinguished by a rich red dot, L’Heure Bleue and Vol de Nuit by royal blue, Liu by black, Jicky and Ode by a regal purple, Mitsouko by turquoise, Chant d’Arômes by a delicate pale pink, Chamade by a soft pastel green, and Cachet Jaune by a sunny yellow. This subtle chromatic system allowed for instant recognition while maintaining a unified, contemporary appearance that reflected mid-century refinement.

This white box packaging was used for Guerlain’s eaux de cologne presented in both the Montre (disk-shaped) and Voyage (flat square) flacons — both of which embodied the sleek, functional design aesthetic popular during the 1950s and 1960s. These bottles were often produced in France and shipped to the United States, where they were filled with fragrance concentrates imported directly from the Parisian headquarters. The practice of blending and bottling locally allowed Guerlain to meet growing international demand more efficiently while preserving the quality of its French essences.

The same clean, modern packaging aesthetic extended beyond perfume to Guerlain’s skincare and toiletry lines during this period. The crisp white boxes, accented with a single identifying hue, aligned perfectly with the postwar desire for purity, order, and sophistication. They mirrored the era’s fascination with streamlined design — a time when fashion, architecture, and beauty all leaned toward elegant simplicity. Guerlain’s White Box packaging exemplified this shift: understated yet unmistakably luxurious, it symbolized the brand’s ability to adapt to modern sensibilities while maintaining its legacy of timeless French elegance.