Guerlain criticized for using the term “quantum” in promoting a cream

The 50 milliliter pot of this cream called “Orchidée Impériale Gold Nobile” is sold for 650 euros.

The controversy is mounting. The cosmetics brand Guerlain, which belongs to the French luxury giant LVMH, defended its communication on Thursday January 4 around a cream which claims to be innovative, but is mocked on social networks for the use of the scientific term “quantum”.

The cosmetics brand has been criticized for several days over a treatment cream boasting “a new way of cosmetic rejuvenation for the skin born from quantum science”. The 50 milliliter pot of this cream, called “Orchidée Impériale Gold Nobile”, is sold for 650 euros.

“At first I thought it was a hoax, but no,” notably wrote on the physicist Etienne Klein. “I hear from here the corpses of Schrödinger, Dirac and Heisenberg spinning in their graves”, he added, mentioning the names of three theoretical physicists of quantum mechanics. The use of the term “quantum” was also attacked in a video published Wednesday by YouTuber G Milgram, followed by 163,000 people, which provides anonymous testimonies from scientists denouncing the quantum reference.

The cream “is based on scientific advances”, assures Guerlain

“The company has taken note of the questions or risks of confusion surrounding the use of the term ‘quantum’. 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 “explains the brand in a statement broadcast on the social network.

The brand does not abandon the term “quantum” but explains that “the field of quantum biology is a recent and recognized field of scientific investigation”. According to Guerlain, its skincare line “builds on significant scientific advances in the field of quantum biology applied to skin cells, with demonstrated results”in collaboration with biophysicists from Palacky University (Czech Republic).