[UPDATED: THE COLLECTION HAS NOW LANDED AT SELFRIDGES…]
If I could do a career switch, I would love to be a Chanel beauty-packaging designer. Every product I’ve ever interacted with, from the lipstick bullets to the Les Beiges bronzer compact has been the ultimate personal luxury experience. (Also, the products are the best of the best.)
Just launched is the Chanel N°5 Factory Collection*, a limited edition line that takes that idea to its logical conclusion. Chanel has taken its 100-year-old flagship product – Chanel N°5 – and turned it into a brand in itself. The Chanel N°5 Factory Collection is a capsule of 17 limited edition products, all scented with the smell of Chanel N°5. Genius.
The real genius part is the packaging. Functional-looking tubes of body cream*, individually wrapped bath tablets*, gouache-style body lotion tubes* and a body oil bottle that looks like it belongs in the garage (top). The collection is designed to mimic utilitarian products, giving Chanel N°5 a witty, youthful accessibility. It’s also a smart throwback to the origins of the perfume, which – radically – was presented in a rather minimalist laboratory bottle for its time.
Pitching the collection as ‘inspired by everyday objects, a reminder that wearing N°5 transforms the ordinary’ also taps into Gen Z’s hunger for merch and branding as well as self-actualisation. Buying Chanel N°5 lets you buy into the cachet of the most desirable brand in the world.
The collection has launched with an ‘online experience’ putting the products in an animated factory setting. From 5th-31st July, you can also buy it from a number of global interactive pop-ups.
In London, Chanel will host the pop-up at the Selfridges Corner Shop*, which is fast becoming the go-to space for beauty ‘activations’, well placed in its pole corner position to grab the attention of curious passers-by. Chanel is pitching these pop-ups as ‘theme parks…to immerse people in a factory atmosphere and give them a sensational experience’. A departure then from its usual elevated setting, suggesting something fun, different and democratic for everyone. See more here* (U.S.) and here (U.K), here at Selfridges*, and shop the post below.
NOW CLICK BELOW TO SHOP THE POST (I MAY EARN A COMMISSION ON THE BASKET VALUE OF ITEMS BOUGHT*)…
WORDS: Disneyrollergirl / Navaz Batliwalla
IMAGES: Chanel N°5 Factory Collection*
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