PARIS - Guerlain published a series of messages
Guerlain, owner of LVMH Moët Hennessy Louis Vuitton, wrote on its website: “After 20 years of research, Guerlain has created Orchid Imperiale Gold Nobel, pioneering a new way to rejuvenate skin cosmetics born from quantum science. Gold Quantum Technology, the Gold Nobel Orchid at the center of the amazing Lord of Light, helps the skin's quantum light bounce back at an infinite scale.
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There's also a 30-second video explaining the science of anti-aging products that will be launched in France on Monday. Capacity 50 ml. Pot cream and 30 ml. Each serum is sold for 650 euros.
Quantum's claims were made on Tuesday by YouTuber J. Milgram in a post with 166,000 subscribers. The 20-minute-12-second video is titled "Guerline Unveils Quantum Cream" and is accompanied by a jaw-dropping emoji.
In French, J. Milgram said he received documents about the product months before it was officially launched. He talks skeptically about the ingredients on screen and breaks down the science behind the product's formulation.
At one point, for example, he turned to Google Scholar to understand the term "cellular quantum light," but there was no mention of it. Milgram spoke to anonymous quantum physicists who had access to the documents and said they viewed the mention of "quantum" in the context of the product formula as marketing and pseudo-science fiction.
As of Friday, Jay Milgram's video has been viewed 193,000 times.
Guerlain contacted X on Thursday in response to this issue and the consequences that followed.
"These new treatments are based on significant scientific advances in quantum biology [measurement of ultra-weak photon beams] applied to skin cells, with proven results," he said.
The brand said it recognizes potential issues or confusion associated with using the term "quant." Guerlain said the company clarified the relationship to avoid any ambiguity. The brand has provided a link to show the scientific basis and results of the Orchid Imperial Gold Nobel.
As of Friday afternoon, the post had been viewed 497,200 times and received 794 comments.
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