After a century, Chanel is revolutionizing its beauty line with a range of products centered around the smell of No5.
At tge center of the Chanel brand, the Chanel No5 stands tall as a beacon of the Maison’s legacy and heritage. In honor of the fragrance’s 100th anniversary, Chanel has launched Factory 5, as a new line of 17 exclusive beauty products boasting the iconic l’eau de parfum.
Each of the products comes in a collection case mimicking ordinary objects as a way to reinvent the historic perfume for the 21st century and bring the glamor of Chanel No5 to even the most mundane corners of our lives. The new packaging also references back to the fragrance’s original glass bottle – a functional canister that envolved into a symbol of luxury and opulance.
‘There can be as much value in products that we use regularly as in products that we use for very special occasions. It’s all about the experience these products give you’, says Thomas du Pre de Saint Maur, Chanel’s Head of Glbal Creative Resources Fragrance and Beauty. ‘By taking popular consumer items out of their context and dressing them up in the aesthetics of No5, we return to Chanel’s first creative deasture: that of transforming a functional object into a desirable luxury item. That’s what Chanel Factory 5 is all about: offering the experience of luxury in everyday life’.
The collection’s reappropriation of everyday items is also a reference to Pop Art. CHANEL takes the concept to the extreme and presents this unique collection through an immersive. Du Pre de Saint Maur explains, ‘As N05 celebrates its 100th anniversary, CHANEL FACTORY 5 also reminds us that youth is above all a state of mind: daring to take a step to the side, to have the freedom to be onself in spirit of convention, not to take onself seriously, to be light without being frivolous. To have the autenticy to prefer the youth of imagination to the oldness of habit. That’s what this collection says to us’.
Beginning of June 29, Chanel Factory 5 pop – up shops, designed as Chanel No5 – themed amusement parks, will appear across the globe, offering shoppers the chance to experience the brand’s demure elegance through a Pop Art lens. Virtual tours of the pop – ups will also be available for those who cannot attend the in – person events.