PARIS—Fashion house and perfumer Chanel, famed for
its iconic, $300-an-ounce No. 5 scent, announced that it has created a
cost-efficient fragrance for the Third World, one specifically designed
for the rigors of dry, dusty, less glamorous environments in the
Southern Hemisphere.
"Smelling
positively bewitching should be the right of everyone, not just a
privileged few," said Chanel CEO Maureen Chiquet at the gala launch for
the new scent, Chanel 3rd, in Paris' Centre Georges Pompidou Monday. "It
is our hope and belief that this new fragrance will bring much-needed
panache to the Third World."
Chiquet said 3rd marks Chanel's
first-ever attempt to appeal to a low- or no-income consumer market, and
is part of the fashion world's desire to "give something back" to
developing countries that have offered much in the way of photo-shoot
locales and labor outsourcing. After six years of trial and error,
Chanel's 17-member development team was able to bring the perfume's cost
down to a more affordable $100-an-ounce.
"That we were able to
pull it off for a price that is, by fashion-industry standards, nearly
free, is a testament to what we can do for the less fortunate when we
really want to," said Chiquet, who expects 3rd to be popular among
consumers "from Nigerian shanty towns to Bangladeshi floodplain
villages." "I can't express how humbling this whole project has been for
us."
As for 3rd's scent, Chanel wanted something "clean,
youthful, and beguiling," said Chanel chemist Robert Geneau, adding that
organically musky, smoky, and earthy tones had been rejected because
the scent's intended users most likely had too much musk, earth, and
smoke in their lives already. "3rd has a bright, grassy base, like a
fresh breeze after a rain—a very exotic scent for our target customer.
There are also notes of cocoa, citrus, spices, and other things our
customer sometimes raises and harvests for foreign export, but rarely
gets to savor herself. Captivating, and for a fraction of the cost of
high-end scents available in the West, 3rd is just the economic miracle
developing nations need."
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Wednesday, January 13, 2021
Chanel Develops Durable, Low-Cost Perfume For Third World
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