THE WHAT? Guerlain has been criticised for the use of the term ‘quantum’ in the marketing material for its newly launched Orchidee Imperiale Gold Nobile. The brand came under fire from social media commentators for its claim that the face cream was ‘born from quantum science’.

THE DETAILS According to a report published by News in France, the LVMH-owned brand claims its new treatments are based on the field of quantum biology applied to skin cells with demonstrated results.

THE WHY? A spokesperson for the brand told News in France, “Guerlain has become aware of online content and conversations commenting on the launch of its new Orchidee Imperiale Gold Nobile range… Guerlain, committed to the good understanding of its messages and its research, has therefore decided to re-clarify its communication in order to remove any ambiguity.”