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La Chanelphile

September 7, 2010

Chanel Announces New Coco Mademoiselle Advertising Campaign

Chanel seems to be on a fragrance ad campaign roll. It seems like every time I post about a new ad campaign, another one is right behind it. Soon after the Scorsese film ad for Bleu de Chanel, Chanel has announced that it’s filming a new Coco Mademoiselle ad campaign featuring the fragrances face, Keira Knightley. Directed by Joe Wright, Chanel continues the tradition of pairing it’s actresses who star in their campaigns with directors the actresses have worked with.*  Knightley and Wright worked together on the 2005 film Pride & Prejudice.

Take a look at the behind the scenes images below.

The old Coco Mademoiselle ad featuring Keira Knightley.

*Previous actress/director pairings:
Chanel No. 5:
Nicole Kidman & Baz Luhrmann in Moulin Rouge
Audrey Tautou & Jean-Pierre Jeunet in Amélie.

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Hint Magazine Interview with Jacques Polge

Jacques Polge, the infamous “nose” behind over thirty Chanel fragrances, sat down to talk with the folks at Hint Magazine on the eve of the 20th Anniversary of Egoïste. The fragrance was revolutionary at the time of its release in 1990 because of its “gender-bending” scent and was accompanied by a dramatic and elegant film ad.

Read the interview re-printed from Hint Magazine below:

Q&A with Legendary Chanel Perfumer Jacques Polge
by Stéphane Gaboué

There has been, perhaps, no better launch of a men’s cologne than Chanel’s landmark Egoïste in 1990. Not only were its gender-bending scent and provocative name immediately, and forever, etched in our collective memory (particularly in France), but who could forget Jean Paul Goude’s gorgeously camp TV commercial, with its over-the-top Prokoviev soundtrack and hysterical women shouting from balconies? Citing the 17th-century French playwright Pierre Corneille, this is what they so plaintively, melodramatically cried out (translated): “Egoïste, where are you? Stop hiding, selfish man! Watch my ire! I will be implacable! O anger! O despair! You betrayed my love. Have I lived simply to know this infamy? Show yourself! Egoïste!”

As the fragrance marks its 20th anniversary this year, we wanted to know more about its genesis and its genius creator, Jacques Polge, Chanel’s legendary in-house perfumer—or “nose”—for 32 years…

A Chanel executive once told me that of all the fragrances you’ve created at Chanel, Egoïste is your favorite. Is that true?
Yes, it’s true, it’s my favorite. It was so new and singular—and still is.

How did the adventure start?
What happened was, I found an old formula by Ernest Beaux [creator of N°5] of a women’s fragrance called Bois des Iles, which is exclusively sold in Chanel stores. There was a high content of sandalwood in it. We were used to such scents as fougères in men’s fragrances, but sandalwood had never been used as the main note in a male perfume. Egoïste is built around that. There is also some ambrette seed in it.

What about the name? Egoïste, which means selfish in English, is perhaps not the easiest way to market a fragrance.
In our industry, we always use code names while working on fragrances. For example, I have a bottle here named Carla. It has nothing to do with Mrs. Sarkozy. It is a new variety of lavender. So at the time, in the eighties, I was working on a men’s fragrance that we called Black Wood. Chanel’s then-CEO had said that if we were to launch a men’s fragrance, we should also launch a menswear line. Ultimately, they dropped the menswear idea, so he decided to cancel the fragrance. But some of us really liked it, so we said, “We’re still going to launch it. Only, it will be exclusively available in our flagship stores.” We called it Bois Noir.

It still wasn’t called Egoïste?
No. But when you put fragrances in stores, there is always a fan base. And people loved Bois Noir. There really was a buzz around this perfume. So we decided to launch it for a wider audience. The marketing people said Bois Noir wasn’t a good name, so they chose Egoïste instead. There was this beautiful photography magazine called Egoïste, which was done by Nicole Wisniak. We called her and bought the rights to use the name for the fragrance.

Then there was the fabulous commercial…
Yes. Jean Paul Goude made this very strong commercial, which played a major role in the fragrance’s fame. Yet, despite all the exposure, the fragrance didn’t sell that well, especially in America. We had expected more success with it. So we launched Egoïste Platinum in 1994, which was a more classic scent, and it was a much bigger hit. But I am still very glad we did Egoïste. I think it’s important for a brand to have a fragrance that shakes things up. You know, the men’s market is very particular. I know we went far with Egoïste, but I like it. It was good for Chanel. Brands today maybe don’t have the courage that they used to.

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September 1, 2010

Chanel Soho Story Collection

For me, SoHo is a place where Bohemian ideals meet the toughness of the city… I love the tension and energy this creates.

-Peter Philips

To commemorate the re-opening of the Chanel Soho Boutique, and just in time for New York Fashion Week, Peter Philips created the Soho Story Collection features feminine pinks juxtaposed with industrial metallics.  The collection includes a palette inspired by pop art with the letters SOHO stamped in the powder.  One swipe of all 4 shades gives you a healthy, natural glow.  From nails to lips, the Soho Story Collection covers all bases.  Peter Philips explained,

I had a specific girl in mind who is both hard and soft. A girl who discovers a new city, a new life.” adds Peter Philips. “This is a very special kind of New York woman.  She is innocent, but she has a steely determination that fuels the city.

The full collection consists of: Soho de Chanel ($65.00), Quadra Eye Shadow in Stupendous, ($56.00), Rouge Coco in Stunning, ($30.00), Rouge Allure Laque in Stunt, ($32.00), Glossimer in Star, ($27.00), Le Vernis in Steel, ($23.00), Le Vernis in Strong, ($23.00).  Chanel’s Soho Story collection will be available on chanel.com on September 7th and September 10th at the SoHo Boutique (Fashion’s Night Out).

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