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History of creation
Gabrielle Bonheur (Coco) Chanel IS A WOMAN WHO TURNED THE FASHION WORLD UPSIDE DOWN.
French fashion designer and founder of the Chanel fashion house, who had a significant impact on the European fashion of the XX century.
/August 19, 1883 — January 10, 1971/
In the summer, she went with her lover, Grand Duke Dmitry Pavlovich, to the Cote d'Azur. It was there that Coco met the French-Russian perfumer Ernest Bo, who supplied perfumes to the royal court.
After returning to Paris Coco Chanel asked him to create an unusual, exceptional perfume, "perfume for a woman that smells like a woman, and not a rose."
He offered her a composition in which aldehydes are used in unprecedented proportions. Coco's choice fell on option number 5.
He offered her a composition in which aldehydes are used in unprecedented proportions. Coco's choice fell on option number 5.
Gabriel Chanel and Ernest Bo
«I'm showing my collections
«I'm showing my collections on the fifth of May, the fifth month of the year, so let's leave the number on which it is written, and the number five will bring him luck»
коллекции пятого мая, пятого месяца года, поэтому давайте оставим число, на котором оно написано, а число пять принесет ему удачу»
«I'm showing my
«I'm showing my collections
fragrance Coco BONHEUR came to mind in 1921 during a vacation in Monte Carlo.
The idea of creating a fragrance
The idea of creating a
on the fifth of May, the fifth month of the year, so let's leave the number on which it is written, and the number five will bring him luck»
perfume
THE FRAGRANCE HAS FREED WOMEN FROM SOCIAL INEQUALITY
It was believed that women from high society chose floral perfumes, while light-minded girls used compositions with musk or jasmine to attract the attention of men. By choosing a fragrance that combines sensual jasmine and musk with flowers and aldehydes, Chanel created a fragrance that no longer indicates a woman's social status.
a flower that blooms only once a year for three weeks in May. It is harvested exclusively in the fields of the French Riviera, in Grasse. From there, they also bring jasmine, which blooms only a few months a year.
Top notes
base notes
HEART NOTES
ylang-ylang
ALDEHYDES
BERGAMOT
NEROLI
Lemon
PATCHOULI
OAK MOSS
VIVERRA
MUSK
AMBERGRIS
VETIVER
violet root
lily
JASMINE
IRIS
rose
«a woman has no right
to smell what she was walking past — food, dust, dampness and, of course, sweat! And a WOMAN should not smell like a greenhouse squeezed into a fancy bottle"
what she was walking past — food, dust, dampness and, of course, sweat! And a WOMAN should not smell like a greenhouse squeezed into a fancy bottle"
«Женщина не имеет права
The top notes are made by distillation, obtained from ylang-ylang, the petals of which are processed with steam, so the purest essential oils are obtained. The fragrance is also woven from notes of pink May rose, a special flower that blooms only once a year for three weeks in May. It is harvested exclusively in the fields of the French Riviera, in Grasse. Jasmine is also brought from there, which blooms only a few months a year.
«a woman has no right to smell what she was walking past — food, dust, dampness and, of course, sweat! And a WOMAN should not smell like a greenhouse squeezed into a fancy bottle»
«Женщина не имеет
«a woman has no right TO SMELL
tea rose flowers
12
jasmine flowers
1000
The top notes are made by distillation, obtained from ylang-ylang, the petals of which are processed with steam, so the purest essential oils are obtained. The fragrance is also woven from notes of pink May rose, a special
bottle
was considered revolutionary. Then bright and lavishly decorated bottles were in fashion. Since then, the design has hardly changed.
At that time, this packaging was considered revolutionary. Then bright and lavishly decorated bottles were in fashion.
Chanel chose a radical bottle in its simplicity with a laconic white label and a faceted stopper. Beautiful, restrained. At that time, this packaging
Chanel chose a radical bottle in its simplicity with a laconic white label and a faceted stopper. A beautiful, restrained, "masculine" bottle, similar to a whiskey decanter.
A bottle similar to a whiskey decanter
Introducing the fragrance to the public
May 5 , 1921
CHANEL Boutique /Paris, France, Rue Cambon, 31/
The composition went on sale in 1921. The first batch of the fragrance were sold only in the Chanel boutique at the Rue Cambon, 31, Paris, and in first day lined up want to buy a new composition.
Mademoiselle invited Bo and his friends popular restaurant the French Riviera to celebrate the release of the flavor, and decided to spray perfume for table.
«Я ДЕМОНСТРИРУЮ свОи коллекции
пятого мая, пятого месяца года, поэтому давайте оставим число, на котором оно написано, а число пять принесет ему удачу»
every woman who passed by asked what kind of smell it was. And he was really charming.
by asked what kind of smell it was. ----- And he was really charming.
every woman who passed
every woman who passed
start of sales
by asked what kind of smell it was. And he was really charming.
каждая женщина, которая
by asked what kind of smell it was. ----- And he was really charming.
exhibition dedicated to the bottle
Thirty years later, an exhibition at the Museum of Modern Art in New York was dedicated to a rectangular glass bottle of Chanel No. 5, and a few years later, artists Andy Warhol and Salvador Dali presented a series of canvases in honor of the legendary fragrance.
exhibition
PERFUME ADVERTISING
MARILYN MONROE /1954/
Perhaps the best Chanel No. 5 ad wasn't an ad at all. Who can forget Marilyn Monroe's legendary answer when Marie Claire editor Georges Belmont asked her what she was wearing when she went to bed? Answer: nothing but a few drops of Chanel perfume.
almost 100 years have passed since the launch of Channel No. 5, and it firmly holds its place in TOP 5 popular fragrances of
all time.
all time.
passed since the launch of Channel No. 5, and it firmly holds its place in TOP 5 popular fragrances of all time.
almost 100 years have
almost 100 years have
passed since the launch of Channel No. 5, and it firmly holds its place in TOP 5 popular fragrances of all time.
каждая женщина, которая
Thanks to a cute but conservative advertisement, similar to the one above, by the mid-sixties Chanel No. 5 began to be considered the fragrance of rich ladies, but young girls did not want to wear it. Everything changed as soon as Oscar-winning actress Ali McGraw became his face.
Eli McGraw /1966/
The first and only husband who became the face of the cult fragrance is Brad Pitt.
He said:
"For me, the most important thing is how revolutionary Chanel fragrance No. 5 is. When it appeared, it broke all the rules. This women's perfume has always been the most significant of all. That's what I see when I do commercials. The fragrance conveys what is priceless — the spirit of a woman."
He said:
"For me, the most important thing is how revolutionary Chanel fragrance No. 5 is. When it appeared, it broke all the rules. This women's perfume has always been the most significant of all. That's what I see when I do commercials. The fragrance conveys what is priceless — the spirit of a woman."
Brad Pitt /2012/
Catherine Deneuve and Chanel created one of the most iconic images. There are no slogans on the advertising poster: only the face of the actress, her name, bottle and brand name. So Chanel No. 5 has become synonymous with elegance, French chic, sophistication and beauty.
Catherine Deneuve /1972/
Karol Buke, one of the "Bond girls", became the face of the brand in the eighties. The actress is the only woman who has advertised a perfume from Chanel for fifteen years! The first video with Carol was shot in 1986 by Ridley Scott.
Karol Buke /1986/
Australian director Baz Luhrmann shot a three-minute commercial with Nicole Kidman, having met $ 42 million. The budget of the video is approximately equal to the budget of a Hollywood blockbuster. This four-minute commercial is considered the most expensive in the entire history of the advertising industry.
Nicole Kidman /2005/