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Video: Revealing The Secrets Of Chanel
This year, the legendary, I am not afraid of this word, Chanel №5 fragrance turns 90 years old, and it is still losing its relevance. He was advertised and used in works by many iconic personalities of his time - from Andy Warhol and Marilyn Monroe to Brad Pitt, who, by the way, this year became the first man to become the face of women's perfume.
How did it happen? It is no exaggeration to say that Chanel's success is phenomenal - the fragrance exists outside of time and fashion. It flipped the conservative 20s and is still rumored to sell around the world every 55 seconds. In 1954, a journalist asked Marilyn Monroe what she was wearing before bed, and received an answer that became the slogan of the perfume - only "a few drops of Chanel No. 5".
The main problem of all perfumery of that time (20s of the last century), according to Coco Chanel, was that all scents mask and muffle the natural body odor. Koko wanted to create a perfume for a woman that would smell like the woman herself, and that would become as important an element as clothes.
In the 1920s, there were only mono fragrances with distinctive floral notes. Coco invited perfumer Ernest Bo (by the way, a Russian who fled from Russia after the 1917 revolution) to implement her idea of a female scent. It was he who created the "abstract" fragrance from more than 80 components, which was an innovation. Moreover, he changed the alchemy of scent, since for the first time in perfumery he began to use aldehydes, which deepen and accentuate the aroma in the same way that lemon emphasizes the taste of strawberries.
Perfumer Ernest Beau presented Coco 10 samples of the fragrance, and she approved the fifth. So the serial number of the sample became the name of the future legendary perfume. However, some consider 5 to be just a lucky number.
The bottle and its secrets
For the first time, the perfume is presented not in a luxurious bottle overloaded with details, but in a simple laboratory bottle with clear lines and visible contents - this was really quite revolutionary in the 1920s. The packaging design has its own secret.
First, the cap is cut exactly like a diamond. Secondly, if you look at the bottle from above, the cap and bottle completely repeat the plan of Place Vendome in Paris, where Chanel is headquartered, and the bottle itself can be "installed" on the square.
In 1987, a watch was released, which also repeats the Place Vendome.
The bottle has remained almost the same as it was originally - over the years, only minor lines have changed to match the spirit of the times.
To this day, Chanel packaging maintains the tradition of applying a special membrane film to the neck of the bottle, which is then girded with black cotton thread and waxed with the Chanel logo - this is a quality mark and a guarantee of tightness. Today, this procedure exists only in Chanel perfume packaging.