Chanel starts to reveal the new No 5

Chanel has begun to reveal more of the brand’s new iteration of the famous No 5 fragrance – due out in September…

As previously reported, this September Chanel is set to launch a new interpretation of No.5 to help bring the classic fragrance to a new, younger, fashion-savvy audience.

For a fragrance house like Chanel, building the myth of a perfume is as essential as composing the juices that will woo contemporary wearers of fragrance. Whilst the traditional formula of No.5 let them work on the image of the aldehydic floral for a long time without feeling the pressure of creating novel olfactory twists, the more recent development has been to try to rearrange the olfactive signature of their principal fragrance to better suit modern tastes.

No.5 L’Eau is described by Chanel (in a teaser on Twitter) as almost a ‘selfie’ of a fragrance, whose nature is to keep on giving,

“I am an imaginary bouquet, stunning, prolific…” The Self-Portrait of a Perfume, coming tomorrow.”

The aim it seems has been to create a more crystalline impression of No.5 while still using Coco Chanel’s recipe – locking down the signature of a scent thanks to natural ingredients of an exclusive nature.

The new No.5 L’Eau appears to have a lighter body while placing accent on Grasse-sourced Centifolia rose and the house’s exclusive ownership of flower fields in the region.