Something Old, Something New

Today, all perfumers face the same challenge: how to make their fragrance stand out in a market crowded with product. We spend a year with two very different perfume houses as they attempt to win over the next generation of consumer. In Paris, the ancient house of Guerlain looks outside the family for the first time for its next perfumer-in-chief. But Thierry Wasser has to tread carefully - adapting the iconic fragrance Shalimar for the 21st century without upsetting the old guard. When esteemed head of the family Jean-Paul Guerlain lands himself in hot water with a racist remark, the slow transfer of power is dramatically accelerated. Meanwhile at Estee Lauder in New York, executives are devising a mass-market fragrance for designer Tommy Hilfiger. Getting the concept and packaging right is as important as important as the smell. But will buyers get this liquid rendition of rock and roll?