Guerlain has faced criticism over its use of the term ‘quantum’ to describe the scientific basis of its new skin care range. The controversy arose when a content creator on YouTube questioned the exact meaning of the term.
Guerlain’s The Orchidée Impériale Gold Nobile collection claims to utilize “Gold Quantum technology” to restore the skin’s quantum light on an infinitesimally small scale. The range, which includes a moisturizer and serum, was developed by LVMH-owned Guerlain after 20 years of research and is priced at $740 each.
However, French YouTuber G Milgram uploaded a 20-minute video criticizing the use of the term ‘quantum’ after supposedly obtaining leaked internal documents on the products.
G Milgram reportedly shared these documents with several quantum physicists, one of whom responded that the range had “absolutely nothing to do with quantum.” Another expert described the marketing as “classic pseudoscientific” tactics employed by cosmetic brands. The video has gained significant attention, with over 254,000 views and more than 3,700 comments at the time of writing.
Commenters expressed their concern, questioning the integrity of Guerlain’s other products and scientific claims. Some hoped that the negative publicity would shed light on alleged scams within the industry. In response, Guerlain defended its use of the term and the scientific basis of the anti-aging range on X (formerly Twitter).
The brand acknowledged the online discussions regarding the Orchidée Impériale Gold Nobile range and stated that the treatments were based on significant scientific advancements in quantum biology applied to skin cells, specifically the measurement of Ultra-weak Photon Emission, with demonstrated results.
However, Guerlain also acknowledged the confusion surrounding the term ‘quantum’ and provided a link to a webpage on its website for further clarification. The brand expressed its commitment to ensuring a clear understanding of its messages and research and announced its intention to eliminate any ambiguity.
The webpage offers an explanation of Guerlain’s scientific work, highlighting its collaboration with Palacky University in the Czech Republic on research related to Ultra-weak Photon Emission (UPE). According to Guerlain, living cells emit UPE, and the dendrobium nobile orchid, the key ingredient in the range, is claimed to act on these cells.
Guerlain asserts that this interaction addresses wrinkles, fine lines, and improves firmness, elasticity, density, and lifting effects. The brand’s response aims to address the concerns raised and provide additional scientific context to support the efficacy of their products.
