GUERLAIN will hold an advance release event for its new fragrance "L'Heure Bleue Eau de Parfum" at The Stage on the 1st floor of the Isetan Shinjuku Main Building from Wednesday, August 26 to Tuesday, September 1, 2026.
The event takes place ahead of the nationwide release date of Friday, August 28.
GUERLAIN's new fragrance "L'Heure Bleue" on advance sale at Isetan Shinjuku
GUERLAIN will hold an advance release event for its new fragrance "L'Heure Bleue" at The Stage on the 1st floor of the Isetan Shinjuku Main Building.
The event runs from Wednesday, August 26 to Tuesday, September 1, 2026.
In addition to the new fragrance, the event offers limited-edition products and purchase gifts.
A fragrance reinterpreting "the blue hour"
The new fragrance "L'Heure Bleue" means "the blue hour" in French.
It is a scent created for the modern woman by Delphine Jelk, GUERLAIN's in-house perfumer and Fragrance Creation Director.
"The blue hour" refers to the two moments each day, at dawn and dusk, when the sky is wrapped in deep blue.
In 1912, Jacques Guerlain, GUERLAIN's third perfumer, created the legendary fragrance "L'Heure Bleue 1912" from this enchanting sight.
Then in 2026, Delphine Jelk reinterpreted "the blue hour," capturing in a bottle a scent that serves as a "switch" for expressing your true self and unleashing your potential, GUERLAIN explains.
Advance-sale lineup at the event
The following products will go on advance sale at the event venue.
L'Heure Bleue Eau de Parfum
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30 mL ¥12,320 (tax included)
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50 mL ¥17,600 (tax included)
L'Heure Bleue Eau de Parfum Refill
- 200 mL ¥30,800 (tax included)
L'Heure Bleue Scented Soap
- 120 g ¥6,050 (tax included)
Rouge G Case
3 types, ¥4,950 each (tax included)
Limited quantity
Event-exclusive products
The following exclusive products will also appear at the event at Isetan Shinjuku.
Amour Céleste Eau de Parfum
- 125 mL + 30 mL ¥122,430 (tax included)
Inspired by "Tanabata," "Amour Céleste" is a romantic fragrance whose name means "heavenly love" in French.
Delphine Jelk has expressed a scent where the romanticism of flowers meets the refreshing quality of citrus.
It is characterized by a delicate floral note that layers osmanthus and rose.
The midnight-blue bottle design, reminiscent of the Milky Way, is decorated with embroidery and paper-cutting techniques by French artist Lucie Touret.
Jardin de l'Élysée Eau de Parfum
- 125 mL + 30 mL ¥68,090 (tax included)
This fragrance pays tribute to the secret garden of the Élysée Palace, one of the residences of Empress Eugénie, who helped make GUERLAIN famous.
Delphine Jelk depicts a "moment of spring" visiting the Élysée Palace in the heart of Paris.
The top note is bergamot, fresh like morning dew; the heart is a floral bouquet woven from magnolia, rose and jasmine; and the last note blends amber and black tea. It is said to capture the gentle warmth of a spring garden.
GUERLAIN's iconic Bee Bottle is adorned with a ribbon in the tricolor of the French flag.
Event-exclusive purchase gifts
At the event venue, gifts are offered according to the amount purchased.
Quantities are limited and gifts end when they run out.
- Purchase one or more items and receive an event-exclusive sticker.
- Purchase two or more items including "L'Heure Bleue Eau de Parfum" and receive an event-exclusive key charm.
- The first 150 customers who purchase two or more items including "L'Heure Bleue Eau de Parfum" will receive a round pouch in addition to the key charm.
- Purchase ¥52,800 or more (tax included) and receive an event-exclusive tote bag.
Pop-up event also at Matsuya Ginza
Following the Isetan Shinjuku event, a pop-up event celebrating the launch of "L'Heure Bleue" will also be held at Matsuya Ginza.
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Dates: Wednesday, September 16 to Tuesday, September 22, 2026
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Location: Matsuya Ginza, 1F promotion space in front of the main entrance (3-6-1 Ginza, Chuo-ku, Tokyo)
However, the event-exclusive products offered at Isetan Shinjuku will not be available at the Matsuya Ginza event.
GUERLAIN official information
More information about GUERLAIN can be found on the following official channels.
