A small bottle of perfume is a concentrated expression of the value of a luxury giant.
With the epidemic still not turning around in Europe and the US, a stable upstream supply chain is increasingly important for any luxury industry that relies on global growth. According to Reuters, French luxury brand Chanel recently purchased 10 hectares of land in southern France to ensure the supply of jasmine flowers, the main ingredient of Chanel’s N°5 perfume, as well as other required varieties.
Apparently, the acquisition of the flower fields was not only to secure the supply of raw materials for Chanel N°5, but also to consolidate the values of the fragrance and the spirit of the brand it represents, which has become the most important legacy of Chanel N°5 as a beautiful legend created by the brand in the past century.
Not coincidentally, the exhibition “Sensing Chanel” also recently opened at the West Coast Art Center in Shanghai. Inspired by the word “perception” from French poet Baudelaire’s CORPESPONDENCES, the exhibition revolves around Chanel’s seven iconic fragrance collections, inviting visitors to enter a sensory world that tells the story of Chanel through scent, color and sound, with No. 5 being the focus of the exhibition. It is the top priority of the exhibition.
Ernest Beaux submitted ten samples to Gabrielle Chanel, numbered 1-5 & 20-24, and Gabrielle Chanel chose the sample codenamed 5 and decided to name the bottle Chanel N°5 with a simple number.
It was the world’s first synthetic perfume, extracted from more than 80 flowers, including jasmine. Ernest Beaux also pioneered the addition of the chemical acetaldehyde. At the time, although chemists had isolated a chemical called aldehydes that had a fresh and unusual scent, perfumers were reluctant to use them because of their strong smell, but it was the addition of the aldehyde-based compound that made Chanel No. 5 stand out from other monotonous floral fragrances.
The innovation of Chanel No. 5 was not only its name and scent, but also its sharp glass bottle, which was very rare at the time, and Gabrielle Chanel opted for a minimalist design that was so different from previous bottles that it became the first perfume to be collected by the Museum of Modern Art in New York.
Created for a new generation of women, Chanel No. 5 soon became famous and Gabrielle Chanel was the first face of the fragrance, shooting the first print ad for No. 5 in 1937 and appearing in Bazaar magazine.
In 1952, when asked by a reporter, “What do you wear to bed?”, Marilyn Monroe replied, “I only wear Chanel No. 5 to bed!” .
Since then, Chanel No. 5 has been appearing on TV screens and in fashion magazines. According to sources, in the 1990s, Chanel No. 5 had been advertised at a higher cost than any other perfume. By inviting very feminine spokespersons, including Nicole Kidman, the brand managed to leave its mark on Chanel No. 5 in the minds of consumers around the world.
In 2004, Chanel No. 5 invited star Nicole Kidman to shoot a $33 million advertisement for the fragrance, but Chanel perfume also had record sales in that year.
In 2021, to celebrate the centenary of the launch of Chanel No. 5, the first fragrance of Chanel No. 5 was launched.
In January, to celebrate the 100th anniversary of Chanel N°5 perfume, Chanel joins hands with France Post to launch two limited edition stamps in January next year, with the bottle design and denomination of Chanel N°5 perfume printed on the stamps.In March, Chanel documentary series released chapter 32, “INSIDE CHANEL”, focusing again on N°5 perfume, with an anthropomorphic first-person retrospective. A century-old perfume legend.
In the same month, Patrice Leguéreau, director of the Chanel Fine Jewelry Creative Studio, created the N°5 Fine Jewelry collection for the occasion, with a new interpretation of different elements such as the stopper, the bottle, the number “5” and the flower, creating a total of 123 pieces, of which the necklace named 55.55 is the pinnacle. The pinnacle of the collection is a necklace named 55.55. The pinnacle of the collection is a necklace called 55.55. The necklace is made of a diamond cut into an octagonal shape of 55.55 carats, resembling the cap of a No. 5 perfume bottle.
The combination of Chanel’s jewelry products at the top of the luxury pyramid with its entry-level fragrance products illustrates the immense commercial value and symbolism of fragrance products.
In July, the brand opened the Chanel Factory 5 limited-time experience space in seven cities around the world. Consumers will experience everything about the No. 5 fragrance in the factory stores, while the brand also launched a total of 17 lifestyle products and toiletries dripping with Chanel No. 5 scent, priced between $54 and $138, designed to integrate the luxury experience.