Week with Chanel. Day 3. “A woman who doesn’t wear perfume has no future.” Chanel No.5.
by Cashmere Wrap & Macadamia Nuts
Year 1921 is the year when No.5 legend was born. Chanel No.5, “a perfume like nothing else”. This revolutionary scent was created to reflect Coco Chanel’s conviction that woman should be using a “woman’s perfume, with the scent of a woman”. Mademoiselle Chanel wanted to create sensual and unique scent for modern, fashionable and emancipated women. The success story of this signature Chanel scent proves she was right.
The floral heart of Chanel No.5 masterpiece consists of rose, jasmine, ylang – ylang and sandalwood. Ernest Beaux, creator of this iconic scent, was bold enough to include into perfume composition aldehydes, new and revolutionary chemical ingredient. Contrary to common belief, No.5 wasn’t the first ever perfume including aldehydes, but indeed it was one of the first ones.
From the moment of release, Chanel No.5 is considered to be one of the greatest scents ever made. For a very long time it needed no advertising efforts, as No.5 was extremely popular due to its uniqueness and allure.
The No.5 iconic status started to fade in the beginning of 1960ties. This was mainly caused by oversupply and paying little attention to the use of correct distribution channels. Chanel perfume was no longer perceived as exclusive and associated with the spirit of parisian elegance. It was seen as common and available. In order to improve No.5’s image, a new retail and advertising strategy was incorporated.
In 1968 Catherine Deneuve, a young French actress, became the first official ambassador of Chanel No.5. Her face was a new personification of Chanel woman – one who is sophisticated, beautiful and elegant. Since Catherine’s time, more female ambassadors promoted this iconic fragrance. They all possessed a set of unique qualities and a charisma, transforming them into the personified spirit of Chanel.
In 2012 the surprising change occurred. For the first time in its history Chanel No.5 is represented by male ambassador, since Brad Pitt became the new face of Chanel No.5.