Chanel are said to be secretly working on a new version of the classic No.5 (1921) in the hope of wooing the cohort of Millennials (15-30 year-olds) who have shown lukewarm feelings towards a perfume that most of them consider dated…<\/p>\n
Chanel did plan to attempt to rejuvenate the signature of No. 5 back in 2007, but this was postponed after a technical flaw with the release of Eau Premi\u00e8re. According to Capital, a French financial magazine, the brand has failed to convince a younger generation of wearers who view it as being too close to the original. (See story here<\/a>)<\/p>\n The new in-house perfumer Olivier Polge has reportedly been working on the project from day one of his hiring. The story say that the new edition is expected to launch in September 2016, and that the house will be devoting a years worth of advertising budget (in excess of 10 million Euros) to focus on its publicity\u00a0from September to December 2016.<\/p>\n Except for Chance (+6%) and Bleu (+15%), the sales of mainstream Chanel perfumes have lost ground to bigger commercial successes such as Lanc\u00f4me La Vie Est Belle and YSL Black Opium.<\/p>\n No.5 was the #1 top-seller in France in 2010 has seen its popularity decline by -6.4% in 2014 and -4.9% in 2015 to be ranked at #5 in 2015.<\/p>\n Source:\u00a0http:\/\/www.mimifroufrou.com<\/a> \/ Capital\u00a0<\/a><\/p>\n","protected":false},"excerpt":{"rendered":" Chanel are said to be secretly working on a new version of the classic No.5 (1921) in the hope of wooing the cohort of Millennials […]<\/p>\n","protected":false},"author":3,"featured_media":12051,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[1],"tags":[45,450,1856,69],"class_list":["post-12050","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-latest-news","tag-beauty","tag-chanel-no-5","tag-chanel-perfume","tag-duty-free"],"acf":[],"amp_enabled":true,"_links":{"self":[{"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/posts\/12050","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/comments?post=12050"}],"version-history":[{"count":0,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/posts\/12050\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/media\/12051"}],"wp:attachment":[{"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/media?parent=12050"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/categories?post=12050"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/tags?post=12050"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}