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Coco Chanel had a unique take on luck, which she famously said: “I saw an opportunity and I took it.” Now, the fashion house is delving deeper into its corporate heritage with the launch of its fifth Chance fragrance, Eau Splendide, WWD reports.
Developed by perfumer Olivier Polge, it is the first fragrance launched under the direction of Simone Cattaneo, president of Chanel Fragrance and Beauty.
“At Chanel, creation is truly at the heart of everything,” she said. “We have internal creators for all of our categories. What’s remarkable is that they have real creative freedom. From the very beginning, with the creation of No. 5 in 1921, Gabrielle Chanel gave Ernest Beaux a brief: she wanted a women’s perfume with a woman’s scent,” Cattaneo continued.
At the time, the perfume industry was full of recognizable, single-flower scents. “She wanted an abstract perfume with an undefinable scent,” Cattaneo said. “So this vision that fragrance is a state of mind, a kind of enchantment, is a very important concept for Chanel.”
“Chanel perfumes express a style and an idea. It’s more about a vision. Our fragrances, our perfumes, should give people the power to become who they want to be. It’s a vision that is not a stereotype at all. This perspective is completely unique in perfumery.”
The first perfume, Chance, was launched in 2003.
“Since then, it has become one of the leading fragrance collections on the market,” Cattaneo said.
“No. 5 is unapologetic feminine power. Coco Mademoiselle is the freedom to become who you want to be,” Cattaneo said. “Bleu de Chanel is an expression of mystery and complexity. But Chance is different – it’s bright, it’s joyful, it’s optimistic”:
Chance Eau Splendide joins the Chance line, which can be considered an olfactory interpretation of luck.
“It brings something new to the collection, with a very special edge,” said Cattaneo, explaining that Eau Splendide is Chanel’s first fruity-floral fragrance. “It’s new olfactory territory for us.”
Industry sources estimate that Eau Splendide will generate €100 million in retail sales in its first year.