In the end of 2013 and 2014, an official partner of the Bolshoi Theater since 2007, Maison Guerlain was holding yearly receptions for friends of the brand. The guests – opinion leaders, partners, brand ambassadors, publishers, journalists and celebrities, gathered at the Bolshoi for the premiere of the ballet ‘The Legend of Love’ staged by Yuri Grigorovich. Before the premiere, cocktails for 200 people were held in the Beethoven Hall of the historical building of the Theatre. In 2014, a new Guerlain fragrance was launched during the event. The guests were offered to ‘try on’ different ‘dresses’ from Guerlain's perfume wardrobe, which symbolized the fragrances of La Petite Robe Noire collection created by Thierry Wasser, the legendary perfumer of the Maison. The event was marked by Guerlain headquarters as the best PR practice of the year among all countries of presence of the brand.
