Chanel disrupts traditional fragrance marketing with an innovative strategy for its latest Chance fragrance variant. The esteemed French fashion and beauty giant strategically focuses on the post-Christmas period, offering a fresh approach to consumer engagement.
This strategic move, including robust public relations efforts, positions Chanel ahead of the spring/Easter gifting season, creating an early opportunity for consumers. With Valentine’s Day approaching, Chanel strategically aligns itself for the upcoming gifting season, setting the stage for heightened consumer interest.
The Eau Fraiche Eau de Parfum, introduced last autumn, reimagines the original Chance floral fragrance, unveiled 21 years ago. Perfumer-Creator Olivier Polge elevates the scent by seamlessly blending the density of an Eau de Parfum with the vibrancy of the Eau de Toilette. The result is a fragrance that preserves the spontaneity and liveliness of Chance while leaving a more intense olfactory trail.
In a departure from conventional adjustments, Polge crafts an entirely new fragrance, ensuring a unique olfactory experience. The citron accord maintains its exhilarating juiciness, jasmine adopts a richer, more intense profile, and the teak wood accord reveals a captivating ambery facet.
Priced at the luxury level, with a 100ml RRP of £136 and a 50ml option at £99, Chanel caters to discerning consumers. For the budget-conscious, a limited-edition £65 trio of hand creams, featuring the new scent along with Chance and the Eau Tendre variant, adds an accessible touch of luxury.
While many retailers typically offer discounts for Valentine’s Day fragrance sales, Chanel takes a different route by emphasizing the allure of full-price exclusivity. The Chance Eau Fraiche EdP invites consumers on a distinctive post-Christmas fragrance journey, promising an exclusive olfactory adventure.
