Saturday, 21 March 2009

Escapism & Old World Luxury for Chanel No. 5 - 21/03/09

Is it time already for a new mini movie (think the Australian duo of director Baz Luhrmann and his leading lady, Nicole Kidman) promoting the most famous fragrance in the world, Chanel No. 5? Yes, this time though it is with the French duo of director Jean-Pierre Jeunet and his leading lady, Audrey Tautou, launching a classic and old world luxury theme for the new No. 5 mini movie.

“The spirit of this film is right for the times in which we are living. We believe this film is good timing not only for us but also for the market and the retailers. No.5 conveys authenticity and that reassures the customer; we’re adding newness without adding sku’s, and we have consistently seen a bump — not only in our own fragrance sales but the overall market’s — with campaigns like this one.” According to John Galantic, President and Chief Operating Officer of Chanel Inc. in today's

No. 5 continues as the world's number one selling fragrance, since its launch in 1921, with a product from the No. 5 collection sold every six seconds somewhere in the world, according to Chanel. No. 5 is a wonderful example of attainable luxury,where one can buy into the Chanel brand and experience the history, quality, glamour and beauty that embody this brand from the rare and exclusive Haute Couture right through to the fragrance.

See some of the first pictures released today and the full story on WWD.

No comments:

Who's behind the MO DOWN

Melinda O’Rourke is the founder and Director of MO Luxury, a dynamic, Sydney-based management firm specialising in luxury brands and services. Melinda and her associates at MO work with local and international brands across prestige retail, fashion, fine jewellery, timepieces and specialised services. Melinda is well-connected, well-read, and well-versed in the demands of the luxury market and its client base. Her advice is firmly based in objectivity and ultimately, accountability. Melinda offers constructive counsel and both strategic and creative thinking and is able to draw upon a strong network of specialised talent to compliment the MO Luxury team as needed. Melinda enjoys excellent industry relationships and is regularly quoted in the business and fashion media. Read more about MO Luxury,