Study of perfume brands: Chanel 5 and Nicole Kidman

Abstract

Founded in 1909 by Gabrielle Chanel, Coco Mademoiselle has been continually enlarged by including cosmetics, clothing, accessories, perfumes in its basic package, especially with the appearance of Chanel No. 5 in 1921. In this study, we will see how Chanel perfume makes its offer value through advertising and has now become ubiquitous and very powerful. This analysis will be particularly focused on Chanel No. 5 perfume and its main muse, Nicole Kidman. Through this study, we define the impact of a muse on the sales of a product by Chanel No. 5.

For all luxury brands, the muse is chosen based on the positioning of the brand to which it is attached firstly, and also according to the value it represents to consumers. It represents the stereotypes of beauty that we can not escape.To be accepted by all, the muse must be an international star to boast the best merits the mark. It is a recipe: a muse is a product identity.But it must also stand out in a market where we expect the rare and fill it with dreams.

Petronilla Didelot, marketing director at Procter & Gamble Prestige Beauty says "The reputation of an oracle allows a mark [to] quickly convey shared values.In advertising for perfume, it proposes a model, a way of life in which consumers identify themselves. To be like him, they will buy the brand. "
But there are no rules for choosing a muse, and it just must not be regarded as a rival in the eyes of consumers. They must feed the image around the brand and work with all targets, as it is prescriptive in many markets. This is the principle that the artistic director of Chanel chooses for his muses.

Tags: Gabrielle Chanel, Coco Mademoiselle, cosmetics, clothing, accessories, perfumes, Chanel perfume, Nicole Kidman, luxury brands, Procter & Gamble Prestige Beauty, Petronilla Didelot