CHANEL NO. 5: Brand vs Beauty

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There's a metric circulating on the internet that a bottle of Chanel No. 5 is sold every 30 seconds. The number, if true, is not grabbed from outer space- Chanel's signature fragrance is the best-selling perfume of all time. The perfume launched in 1921, and there's an understandable question of whether its endurance is due to Chanel's unprecedented global position as the ultimate producer of aspirational luxury goods, or whether the fragrance would equally succeed if housed in an unrecognizable bottle under a different name. Millennials who are considering purchasing a luxury perfume have to wonder whether a scent they associate with their grandmother is still current, or will make them ooze the dreaded "old lady" stink. And, even if the scent has remained relevant after 95 years, what's the point of investing in a fragrance that so many others wear? For answers to these questions, I have copied and pasted excerpts from the excellent book Perfumes the Guide by Luca Turin and Tania Sanchez

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Chanel No. 5 may have fallen out of favor with younger generations, but it's still one of the most enduring scents on the market, selling 120 bottles a minute.. Chanel No. 5 may have fallen out of favor with younger generations, but it's still one of the most enduring scents on the market, selling 120 bottles a minute.

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