Special Wartime Packaging 1939-1945

Between 1939 and 1945, during the difficult years of the Second World War, Guerlain—like all luxury manufacturers in France—faced severe material shortages and production constraints. Precious resources such as glass, metals, and decorative papers were heavily rationed or redirected toward the war effort, forcing even the most prestigious perfume houses to simplify their presentations. During this time, Guerlain’s extraits were issued in a plain, solid blue cardboard box with crisp white lettering, a style known among collectors as “présentations de guerre” (wartime presentations). These understated boxes lacked the ornate gilded details, satin linings, and decorative labels that had characterized Guerlain’s peacetime packaging. Instead, they reflected both the austerity and resilience of the era—a stripped-back, functional design that allowed the company to continue offering its perfumes despite significant wartime limitations.

Each of these blue boxes carried an important printed message: “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 a shortage of presentation boxes. The quality and quantity of the perfume are strictly identical to those of our regular presentation.” This declaration was not merely a formality—it was a reassurance to customers. In a time of uncertainty and sacrifice, Guerlain wanted to affirm that while the outward appearance of luxury had been temporarily lost, the essence of its artistry remained untouched. The perfume itself, its formula, and its concentration were unchanged, maintaining the same quality that loyal patrons expected.

This label also served a practical and psychological purpose. It prevented any confusion or disappointment among clients who might have mistaken the austere packaging for an inferior or counterfeit product. It reflected Guerlain’s commitment to transparency and integrity during a period when many companies struggled to maintain consistency. The message reassured consumers that Guerlain’s dedication to excellence endured, even in wartime—a promise that the soul of the brand, its perfume, remained as refined and exquisite as ever, regardless of circumstance.