Creation of a Perfume for Chanel. Concept, Benchmark, Strategy, Communication. (2017)

1. CHANEL

2. 2
#PRECURSOR
FREEDOM REBEL VISIONARY CLASSIC MASCULIN

3. No gender a vision asleep at Chanel

4. 4
No Gender
Not only a trend but a movement leaded by a new generation, the millenials
They promote a shared state of mind through a shared wardrobe
They aim to reach a true gender equality

5. SLIDE
2015
"AGender" Pop Up corner at Selfridges
2015
Pitti Imagine Uomo inaugurated
"OPEN", a section offering a unisex
selection of experimental collections
and accessories.

7. SLIDE
Benchmark

8. Precursor with CKOne in 1994
10,6 M12 M 3,5 M
Launched in February 2016
Millenials code #the2ofUs

9. 5,6 M45 K 44 K
Launched in 2015
Poetry, travel, elegant
9
Top 3 of mixte perfums in wholesale

10. Private Collection
Launded in 2017
Millenials boys and girls #privateblend
6,2 M107 K1,6 M

11. Top 3 mixtes perfumes selling in wholesale
26 K70 K 3 K
High Quality Perfumes - Confidential
20 mixtes fragrances

12. Millenials ++
Millenials - -
Prix++ prix - -
Positioning

13. SLIDE
Concept

14. MoodTape

15. 15
#ROUGE
FORBIDDEN ALERT LOVE INTENSITY

16. 16
#PARADOX
Duality Illusion Nonchalant Active

17. 17
ADDICTION UNISEXCOOL DESIRE YOUNG
#MOOD

18. Packaging
PARADOX
PARADOX

19. Archetype : The Smith kids are a matrix of seeming contradictions.

20. Visuals Prints
CHANELCHANEL CHANEL

21. SLIDE
TEASING EVENT REVEAL
Communication
Tools
Facebook,
Instagram,
Twitter, Snapchat
Launch Party
Youtube, Presse
Social Media
Targeting
Millenials
Worldwide
Millenials
WorldWide
Millenials
WorldWide
Potential 20 Million 20 Million 20 Million
Launching

22. N E W
Digital Audit

23. Website

24. Create Traffic Via Instagram
Link in Bio
Story
Social Media

25. Objectives KPIs
Exposure, Scope of the
action towards the target
Generate visibility for the
perfume towards millenials.
Estimation of the scope of
the message against
potential.
Duration of the YT ad viewed.
Instagram 160-300K likes
3/4 people watch 75% of the
ad.
Recognition / Purchase
intention
Generate qualified visits
Generate more visits via
social media - Instagram
Website +20% > 7,5M visits
Visits via Social Media +25%
> 5% + Instagram top 3
Generate engagement Average Visit Duration AVD > 3 min with content
Objectives & KPIs

26. Press

27. #JUSTBE
DREAMER CONTROVERSIAL
CRAZY ARTIST
REBEL
INNOCENTUNIQUE
AMBITIOUS

28. 28
EVENT
When people look for luxury places, Chanel runs the
street between mainstream and traditions.
STREET (n.f) playground for
brands breaking the codes
« Génération Next »
Business Of Fashion
BE
Carefree
bye bye
BCBG
SUBVERSION(n.f)
action to overthrow or
challenge the
established order
?
NEVER SEEN BEFORE
Mirror room - Immersion
Mapping Video
Share with social media
#JustBe
Tailored products
Street artists
exhibitions
Gastronomic
foodtruck

29. July August September NovemberOctober December
Social Media Press Release
PR
EventPublications
Social Media
Launch Event
Publications
Christmas
PR
Publications
Publications
Planning

30. THANK
YOU