Guerlain and
the Luxury of Experience
There are people who manage a brand—and people who truly believe in it. Kerstin Groh unmistakably belongs to the latter. As Managing Director of Guerlain Austria, she is responsible for one of the world’s oldest luxury houses—founded in 1828 and today with more than 1,100 fragrance compositions and iconic creations such as Shalimar, Mitsouko, and L’Heure Bleue—within one of Europe’s most discreet markets. True luxury, as she explains in conversation with Maison Ë, is an experience that touches the senses and enriches life.
Maison Ë In recent years, luxury has become faster, more visible, and more performative. Guerlain, by contrast, still feels calm, emotional, and gently unhurried. How do you define modern luxury today?
Kerstin Groh That’s an interesting observation, and yes—many luxury brands have indeed focused on visibility, speed, and constant attention in recent years, while Guerlain is often perceived as a more contemplative form of luxury: emotional, timeless, and personal. In a world of constant overstimulation, you could say that modern luxury is no longer what generates attention, but what deserves it. That also explains why Guerlain still feels relevant to so many people despite all the changes—the brand doesn’t just sell products, it conveys emotion, craftsmanship, and timelessness. For me, modern luxury today is no longer primarily about ownership or visibility, but about the freedom to consciously choose how you spend your time and attention. In a world that is becoming ever faster, louder, and more performative, I see calm, quality, and consistency as the true luxuries.
M.Ë Fragrance is perhaps the most emotional category within luxury—intangible, yet incredibly present. Why do scents have such a strong connection to memory and personal identity?
K.G. The connection between scent, memory, and personal identity is fascinating and deeply rooted in us as human beings. Our sense of smell is unique because scent information travels directly to the brain’s limbic system, which is closely linked to emotions, memory, and motivation. That is one of the reasons why fragrance is so unique and emotional.
When it comes to scent, it is primarily about the power of association. Every fragrance we experience becomes linked to the context in which we perceive it—whether that’s a particular event, a person, a place, or a specific mood. These associations are stored in the brain. When we encounter that scent again later, those memories and their corresponding emotions can be revived—often with remarkable vividness. A particular scent can instantly transport us back to childhood or remind us of someone we love.
Fragrance is also an expression of personality. Choosing a scent is therefore a very personal decision. A fragrance we wear becomes part of our identity and signals to others who we are or how we feel. It can influence our mood, strengthen our confidence, and reinforce our presence. That’s why many people choose fragrances carefully—to highlight a certain facet of their personality or to create a specific aura. Scent becomes an invisible yet powerful accessory.
“In a world of constant overstimulation, modern luxury is no longer what generates attention, but what deserves it.”
M.Ë The beauty world has been long dominated by the idea of youth. Today, the focus seems to be shifting towards radiance, health, and self-care. What does beauty mean to you personally today?
K.G. I don’t see this development in the beauty world as just a trend, but as a profound and very positive transformation. The traditional focus on youth—often driven by an ideal of flawlessness—is giving way to a much broader and more human understanding of beauty. For me personally, beauty today is above all about radiance and authenticity, because true beauty comes from within. It’s not about imitating a certain idea of age or concealing supposed imperfections, but about cultivating your natural radiance. That means feeling comfortable in your own skin, radiating positive energy, and being authentic.
It’s also about health and vitality—beauty is inseparable from health. A healthy lifestyle, sufficient sleep, a balanced diet, and protection from harmful environmental influences are the foundations of true beauty. Skin, hair, eyes—all reflect how we feel and how we treat our bodies. Beauty products are important allies in supporting and protecting that health.
I firmly believe that beauty grows and evolves with age—it never disappears. It becomes an elegance shaped by experience, wisdom, and inner contentment. The traces of life on our skin are not flaws, but expressions of a life lived. It’s about embracing that maturity and wearing it with pride.
M.Ë Leadership has also changed—especially within the luxury sector. How much emotional intelligence does modern leadership require today, and what has your own career taught you about it?
K.G. I would say modern leadership requires significantly more emotional intelligence today than it did 10 or 20 years ago. Expertise and decisiveness remain important, but they are no longer enough on their own. Today’s leaders must be able to guide teams through uncertainty, change, and an increasingly complex working environment.
For me, emotional intelligence doesn’t mean always being agreeable or avoiding conflict. It’s about understanding people, sensing moods, communicating clearly, and conveying even difficult decisions with respect. The best leaders create trust because they provide direction while also showing genuine interest in the people behind the roles.
The days when leadership was defined solely by authority, hierarchy, and purely rational decision-making are long gone. Especially in the luxury sector—where emotion, aesthetics, and human connection play such a central role—emotional intelligence is not just desirable, but essential. My own career has taught me that the ability to listen, to observe, and to empathize is invaluable. Relationships and credibility are key factors in leadership, which is why I believe emotional intelligence is no longer a “soft skill” but a core competency. Without it, it is difficult to retain, motivate, or develop talent in the long term.
“True luxury is an experience that touches the senses, nourishes the soul, and enriches life.”
M.Ë Artificial intelligence is reshaping communication, creativity, and consumer behavior. Can technology coexist with emotional luxury, or is there a line a house like Guerlain should not cross?
K.G. Technology—especially AI—can enhance emotional luxury at Guerlain by enabling personalization and tailored experiences, elevating service excellence, driving innovation, and supporting storytelling. However, there are clear boundaries. AI must never replace the human creativity, expertise, and empathy that form the essence of Guerlain. The authenticity and “soul” of the products—rooted in human inspiration—must always be preserved. Transparency in the use of AI and avoiding the dehumanization of the customer experience are crucial to maintaining trust and safeguarding the emotional connection to the brand.
M.Ë Guerlain has remained relevant across generations. In your view, what do people still fundamentally misunderstand about true luxury?
K.G. Guerlain’s enduring relevance across so many generations is, for us, proof that we have a deep understanding of what true luxury really is. Yet I often see that people still have a rather superficial or purely material understanding of luxury—which misses its essence. Many associate it primarily with high prices, excessive opulence, or the overt display of wealth. That may be one facet, but it is far from the core.
True luxury is not loud; it whispers. It lies in quality, history, and experience—not just in the price tag. It’s not about showing what you can afford, but about knowing what you truly value. True luxury is an experience that touches the senses, nourishes the soul, and enriches life—often in a quiet yet deeply meaningful way. It is the knowledge of owning something special, created with passion, precision, and respect.