Maketing Report of Chanel

Perfume advertisements, both in magazines and in television, involve selling more than just the scent. It taps into the human psyche and tries to sell the perfume by linking the brand with desirable ideas such as femininity, masculinity, love, passion, etc. Perfume advertisement usually tries to appeal to the other senses. It usually tries to sell sex by advertising with a beautiful and sexy model or a celebrity in a desirable location. Advertisers employ attractive people and use sex to grab attention and stimulate desire. Perfume advertisements evoke fantasy and offer a life

Chanel is one of the most prominent fashion brands, their cosmetic line is one that follows the brands positioning in the market, due to this it associated with being high end and luxury. This positioning has been influenced by the associations that consumers make between the brand and the founder Coco Chanel as well as drawing associations from haute-couture fashion as well as aligning the brand with the likes of the fashion scene (Chanel 2013). This brand has been positioned to exude luxury, perfection and quality and with associated high prices and simplistic but sophisticated packaging this has enabled the brand to be positioned as a high-end luxury brand (Chanel 2013).

C. A lot of women know Chanel and they are fascinated of Chanel products, but how many people know about Coco Chanel, the first designer of Chanel?

People often ask me, "When did you first become interested in Coco Chanel?" and if I'm honest, I was fascinated long before I started researching her biography more than a decade ago, all the way back to my earliest memories in childhood. For there on top of my mother's dressing table stood a bottle of Chanel No. 5, beyond my reach but not out of sight, and I knew from the moment I began to discern its mysterious letters and number that there was something magical to the black-and-white cipher. I'm not alone in that discovery -- Chanel has come to represent the essence of everywoman, whether in the scent of her perfume or her choice of bold red lipstick or the perfect little black dress -- but the story of Coco feels somehow entwined with

Chanel revolutionized the perfume and jewelry industry. Chanel created Chanel Number Five in 1924. By 1925 Chanel perfume was also being distributed on a worldwide scale. Chanel’s perfumes bring a significant percent of a profit for the company, more than its sales in other in other areas combined. Today Chanel Number Five sells a bottle every day thirty seconds. Costume jewelry was another item that became popular due to Chanel’s influence in the early 1920’s. She was the first designer to gain the social acceptability of wearing fake jewels. She said, “Costume jewelry is not made to give women an aura of wealth but to make them beautiful” (Picardie 76). Her jewelry and perfume lines are still best sellers in the jewelry and perfume market.

Cosmetic brand Maybelline New York has an emotional effect on a variety of individuals. Their company has not only attracted the attention of women but has caused women to identify themselves as fierce, daring, and most of all beautiful. Maybelline’s eyeshadow advertisement “The Blushed Nude” portrays a young women who is striking, bold and beautiful. Maybelline wants consumers to feel beautiful and their advertisement provides the image and desires a women seeks in accomplishing natural looking beauty. Women wish to identify themselves as beautiful and belong to a

Many great fashion designers have entered the market of fragrance (Chanel, Lanvin, Givenchy, Yves Saint‐Laurent, Balenciaga …). After that, the speakers of the cosmetic market launched their own perfumes (Yves Saint Laurent, Estee Lauder) and finally, the family brands made their entry on the market (L’Oreal, Procter & Gamble, Unilever…). These

The assessment confirmed that out of the men’s bottles, 63 have a boxy shape, 67 have a bold color, and 78 have uppercase and/or bold lettering. Out of the women’s bottles, 39 have a curvy shape, 70 have a pastel color, and 23 have italicized, cursive and/or lowercase lettering. Personal data displays that fragrance bottles for men show mainly masculine characteristics compared to fragrance bottles for women, where feminine characteristics were not as current. Women’s bottles therefore already possess masculine traits. Perfume companies then are able to feature more masculine designs on unisex bottles to appeal to

Gabrielle Bonheur Chanel proved herself, as a woman, through the years of her accomplishments (Bio.com). Born on August 18th, 1883 in Saumur France into a horrible situation. Coco did not start off very well (Bio.com). Her mother, Jeanne Devolle, had died and her father, Albert Chanel, who was a peddler at the time, willingly threw her and her sisters into an orphanage at the age of twelve only to be raised by nuns. Coco started off her exciting life as a singer performing in nearby clubs and it is said she got her nick name “Coco” from a song she sung often called “cocotte” meaning kept women (Bio.com).

It wasn’t until Chanel started to create jackets which not only had the purpose of being worn closed, she created jackets that looked good opened, closed or hanging over the shoulders. She emphasized on this style by making blouses to serve the complete outfit. She was also the creator of the “Little Black Dress”, which was a relatively simple black dress made by elegant materials such as lace, tulle, weightless silk and even embroidery in a new, more tailored way. Chanel is today world known for its high quality designs and has women of the 21th century dependent on its classical style (Rennolds Milbank 120-121).

Since similar standards for beauty have been created by advertisements have been around for so long, women do not know they have been manipulated and now accept them as true. Because of this, this advertisement’s portrayal of a “beautiful” woman is an effective strategy to convince women to buy the Be Delicious perfume.

The quest for beauty is an endless endeavour at all times. Despite the old saying cautioning us that beauty is only skin deep, billions of dollars is spent on skin care products every year for men and women, young and old alike. In this multi-million-dollar industry, every company tries hard to maximize their profit. One of the most common methods they apply is market segmentation.

The product the chosen advertisement aims to sell is the women fragrance The One Eau de Toilette (Dolce & Gabbana, n.d.). In 2006, Dolce & Gabbana had released an “oriental flower fragrance” named The One Eau de Parfum (“The One Eau de Toilette”, 2017). Compared to an eau de parfum, which is highly concentrated, an eau de toilette tends to be lighter (“The One Eau de Toilette”, 2017). Overall, the Eau de Toilette fragrance is similar to the original The One, but it was created by the perfumer Michel Girard to freshen and reinvent the product (“The One Eau de Toilette”, 2017). Dolce & Gabbana describes

Sephora is a worldwide cosmetic phenomenon that reflects its definition in the Greek language; 'beautiful '. The business was established in France 1984 by Dominique Mondonnaud. Sephora 's founder struggled financially in the establishment phase of the business with the over enthusiasm to expand in new regions of France, which lead to the retirement of Mondonnaud on his 50th birthday, 27 years passed and the business was taken over by Louis Vuitton and Moet Hennessy (LVMH). It was then when Sephora began its journey to expand globally dealing with the daily accessories, skincare, hair care, makeup and well know products which appeal to customers from the age of 16-70, either male and female. This has lead to Sephora becoming recognised as a global brand and a contender in the cosmetic world race. This paper will critically analyse and evaluate the operational strategies which allow Sephora to attain its success.

Chanel do a fantastic job of creating