As mentioned in
the previous articles Chanel No5 has had an influence on the history
of fragrances concerning the shape of bottles, campaigns and the first ones to
use celebrity endorsement and is still a big leader on the fragrance market.
The thing about a classic is that it can move through
time and be understood in many ways and many people but still keeps its
fundament and the fragrance have Chanel No5 succeed in this since
1921. In 1921 Mademoiselle Chanel introduced her first fragrance, the Chanel No5.
Ernest Beaux created the fragrance and was called no5 because it was
the fifth scent presented to Mademoiselle Chanel. Chanel No5 is
known as a classic and remains the ultimate symbol of femininity and strength (Inside
Chanel).
So why is it Chanel No5 is able to sell
every 30 seconds around the world and is worn by millions of women and also men
around the world? And how come Chanel No5 remains one of the company’s
flagship and being one of the huge money-makers at Chanel and continues to
capture a leading share position in the overall fragrance market (Stocks,
2012)? This article will take you through some of the basic marketing aspects
in branding a product.
The Chanel No5
bottle
Shape is one of the most overlooked branding
components. Particular shapes have become synonymous with certain brand and
this is the case for the Chanel No5 bottle (Lindstrøm, 2010, s. 52).
The perfume Chanel No5 was originally a
gift for Mademoiselle Chanel’s clients, but the perfume grew so popular that by
1922 House of Chanel was offering it for retail sale in 1922 (ISI Miami ).
Chanel was also creating a new style of bottle with
its simplicity. The bottle is a signature by it selves with simples lines and a
stark white label. The diamond stopper that reflects the geometry that
Mademoiselle Chanel appreciates and this have been the original design since
1921 and remain eternally modern. The Chanel No5 was furthermore
celebrated by the Museum of Modern Art in New York where Any Warhol depicted
the icon fragrance shape in a series of silkscreen prints (Telegraph, 2014
).
Chanel No5
campaigns
Chanel No5 has always had a powerful
perfume campaigning and was the first fragrance to ever advertise at the Super
Bowl. In 1937 Mademoiselle Chanel changed the face of fragrance advertising by
using herself to impose the idea of a woman who is first and foremost a female
personality. (Telegraph, 2014 ).
Along with the popularity of the perfume came
the marketing and advertising. In 1921, a tribute by a cartoonist to Chanel No5
was created (shown on top). In some ways it was the first advertisement the
perfume had and would have during the 1920s. The next promotion ad come out in
1937 and be published in Harper’s Bazaar, the model on the cover, representing
the perfume was Mademoiselle Gabrielle Chanel herself (shown on right).
Chanel was the first brand to recognise celebrity
endorsement, most known in form of Marilyn Monroe (Telegraph, 2014 ). In 1952
Marilyn Monroe announced that she wore Chanel No5 to bed when asked what she
slept in. The popularity of Monroe’s declaration to the perfume, which was seen
in photos next to her nightstand, made the perfume irresistible and every woman
wanted the bottle of No5 and they felt euphoric wearing it.
The Chanel No5 ads continued in a simple and classy way and in 1979 Chanel started to use mini movies that turned into commercials, which showes small stories and in 1990 more money was spent on advertising Chanel No5 than was ever spent for the promotion of any other fragrance brand (Mirzayeva, 2013). In 2012 Chanel introduced Brad Pitt as the first male face for the Chanel No5 fragrance (Inside Chanel).
This year Gisele Bündchen is starring the Chanel No5 mini film, which is directed by Baz Luhrmann and the soundtrack is “You’re the one that I want” known from Grease but made as a cover performed by Lo-Fang. The story of the mini film is underpinned by a focus on today’s real women and is promoted to be luxurious and infinitely seductive, its legend lives, each year adding to its mystery, its depth, it’s desirability (Chanel Film).
To stay luxurious
For the brand Chanel the distribution of its products
must meet strict codes of presentation and sale accompanied by personalized
services. Chanel, being a brand for luxury, refuses to sell its fragrance
Chanel No5 in the supermarket for two main reasons: The perfume has
to remain a dream, a product imbued with luxury. Today the fragrance is
available on eBay and other online stores, which can have an influence on the
price range. According to Chanel’s website, the price starts at $74 -
$2100 (Chanel ) and Chanel No5 are a high price product,
because it is seen as s luxury product.
Chanel No5 is reaching brand recognition by
their consumer through brand loyalty and by creating an emotional connection.
The fragrance is worn by women and men and the luxury feeling just by buying
the fragrance the consumers should feel pleased.
The Chanel No5
The fragrance Chanel No5 continues to have
a unique value, being timeless, consist the French elegance and stay classy
with a modern look and this is by a ongoing development. To market a product is
a process and the Chanel No5 is being promoted in different ways
today and the amazing detail by every piece is that they work independently of
the others, but each is still essential in the process of establishing and
maintaining a valuable brand and product. The synergies between the ads and the
mini films are essential for Chanel No5.
According to Forbes.com Chanel is calculated to have a
brand value of 7 billion dollars and being the nr.74 in the world’s most
valuable brands and the rich story of Chanel No5 seems to continue.
The fame, style and sale of the fragrance is still exceptional.
Chanel No5 is a good example for a brand
trying to create an emotional connection with consumers and try to stand
stronger that the competitors.
References:
Chanel . No. 5 The one that I
want. From www.Chanel.com:
http://www.chanel.com/en_US/fragrance-beauty/Fragrance-88106
Chanel Film. Chanel The Film. From www.chanel.com: http://www.chanel.com/en_US/fragrance-beauty/N%C2%B05-136328
Forbs. Brand value of Chanel. From http://www.forbes.com/companies/Chanel/
Inside Chanel. Inside Chanel Timeline. From www.chanel.com: http://inside.chanel.com/en/timeline/1921_no5
ISI Miami . The Marketing behind Chanel no. 5. www.imageconsultingschool.com: http://www.imageconsultingschool.com/the-marketing-behind-chanel-no-5/
Lindstrøm, M. (2010). Brand Sense. New York: Free Press.
Mirzayeva, Z. (June 2013). Chanel No5 Marketing. http://www.slideshare.net/ZahraMirzayeva/chanel-no5-marketing-analysis
Stocks, J. ( 6. November 2012). mailOnline. www.dailymail.co.uk: http://www.dailymail.co.uk/femail/article-2228944/Chanel-No-5-EU-threats-ban-perfumes-key-ingredients.html
Telegraph. (29. May 2014 ). The history of Chanel No.5. www.telegraph.co.uk: http://fashion.telegraph.co.uk/beauty/news-features/TMG10862749/The-history-of-Chanel-No.5.html
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