When Marilyn Monroe was asked what she wore to bed, her infamous response was “Chanel No.5 of course.” The palm-able drop-shaped design of this new limited edition release of the classic fragrance staple was inspired by that very quote.
Created to fit and contour with the curve of your hand, the bottle houses the airier, less concentrated formulation, No.5 L’EAU (an eau de toilette vs. the original eau de parfum).
The synergy between product and component is something the fragrance category does exquisitely well. There’s a level of intentionality and artistry that just really does something for our beauty marketing brains.
Already on back order, No.5 L’EAU retails for $155/1.7fl.oz. and is available on the brand site.
This is the first time No.5 L’EAU has not been offered up in its traditional bottle. And while we love a classic, we’re a bit devastated that this iteration isn’t here to stay for good because wow.
The brand encourages us to “experience the unexpected with a minimalistic vessel shaped like a drop of fragrance, which defies convention and whose transparent nature conveys purity. A drop of glass that encompasses all the strong, paradoxical emotions evoked by N°5 — and felt by the woman who wears it.”
We’ve said it before and we’ll say it again:
Fragrance marketing is the poetry of the beauty space.
The bottle may be brand new, but the actual scent deviation has been around since 2016 when it was first reinvented by Chanel’s very own Olivier Polge.
No.5 L’EAU is described as a fragrance with a “vibrant woody and citrus signature” that “flows with carefree ease in a coveted format, embodying irreverence and freedom.”
It’s intended to be representative of its era, depicting both “simplicity and vitality.”
There are two major marketing activations from this launch that we’d like to showcase here because they are just so good.
First, we recommend sitting down with the transportive piece Janice Sim wrote for Vogue Singapore on Chanel’s installation in Hong Kong. Everything about it is stunning and intentional while providing an immersive experience that pays tribute to all of the energy put into this very special launch.
Here in the US, a different kind of installation took place.
In Vegas, baby.
While Chanel and Las Vegas wouldn’t be our immediate go-to as a pairing for this launch, being the first to project a fragrance campaign onto the Sphere is rather iconic. The brand’s 90-second ad is displayed for all to see over the course of two days in the city.
Who needs television when you have this?
One final element we want to point out before we go and add our names to that wait list: the way this goes perfectly with the viral statement hand lotion did not go unnoticed at The Beauty Brief.
That’s all.
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