The first Guerlain fragrance not to be created by a member of the Guerlain family and the first major Guerlain fragrance released under the ownership of Moët Hennessy Louis Vuitton (LVMH). Named after the world-famous, tree-lined boulevard in Paris, France, known for its luxury shopping, high-end restaurants, and cultural attractions, connecting the Place de la Concorde to the Arc de Triomphe.