CHANEL NO.5 L'EAU

‘No.5 is like the soft music that underlies the playing of a love scene. It kindles the imagination; indelibly fixes the scene in the memory of the players’ - Chanel No.5 campaign from 1937. This quote alone shows you how timeless this fragrance is. You’re buying a story of elegance, lust and glamour - not just a fragrance, and this is what resonates with the target consumer.

In this blog, I’m going to be looking at how they’ve revamped the cult classic that is Chanel No.5. Chanel No.5 L’eau’s bottle is reminiscent of diamonds so is in keeping with the traditional design of the bottle. They’re clearly trying to extend to a younger audience as Lily Rose Depp is the face of the campaign.

The tagline is ‘scent of all paradoxes’ and this is suggested through the advert as there are clashes of images to represent ‘modern paradoxes’ (although the advert does have a nod to the french history of the fragrance in a french revoltuion style scene) - disorder/order; masculine/ feminine; unique/multiple; pure/artificial; truth/ lies. This creates a base that covers all areas of life so appeals to all.

The slogan is #youknowmeandyoudont which I think implies that women can be anything and anyone they want and remain mysterious. It offers a sense of freedom and empowerment. This campaign has rewritten the long told myth of Chanel No.5 and transformed a heritage into a contemporary tale. The powerful flash of 'AND' really resonates with you aswell as its suggesting you can be two things at once - there's no stopping you.