The web and social networks have imposed their omnipotence and this Digital Revolution has changed the luxury business landscape significantly, transforming the ways in which brands reach out to consumers and how consumers interact with brands.

The main advantage of this digitalization of luxury brands is that they have become very visible and this visibility concerns not only great communication campaigns but also and above all the behavior and governance of leaders.

The image is no longer sufficient, brands have understood the crucial importance of the quality of their content, their commitments to respect the environment, their search for authenticity, the creation of stories in direct relationship with the expectations of their communities, products and services where ethics, the origin of the product, its production method and respect for others are considered essential.

Luxury Brussels will give priority to those brands which have started to work in this path and today we are highlighting the real and important efforts and investments of the Maison Guerlain.

"More than ever, I am convinced that the future of Guerlain will be written by combining luxury and sustainable development "says Véronique Courtois, president of Guerlain.

For 14 years Guerlain has been involved in many subjects such as the protection of bees ("Guerlain for Bees Conservation Program"), the protection of the orchid flower queen of the plant kingdom, their approach to "Eco-Design" in particular on perfume bottles and caps, etc.

These initiatives are not only welcome for our planet, but also commit brands to a more authentic and ethical luxury, more respectful not only of the environment but also of people, suppliers or customers.