Writer and creative consultant
Writer and creative consultant
Cart 0

We love the smell of money in the morning

Chanel No. 5 has managed to distill the essence of one of the world’s most luxurious and successful fashion houses into a singular scent.

Despite the constant seasonal changes of materials, colors and cut for range after range after range of fashionable clothes, Chanel No. 5 perfume has remained virtually unchanged since it was first launched by Gabrielle ‘Coco’ Chanel in 1921.

Today Chanel turns over $12 billion a year with $3 billion profit. It’s an astonishing success in a remarkably volatile industry.

All the more remarkable for distilling an idea of Parisian beauty and class and wealth into an ephemeral fragrance.


Older insight Newer insight