Chanel Allure for Men
Risky International Fragrance Launch without any Consumer Insights
Comprehensive Global Consumer Study
Chanel, widely perceived as one of the most exclusive luxury companies in the world, has long been a leader in setting fashion and fragrance trends. Fragrance has been central to its success and Chanel No. 5 is still one of the world's leading fragrance brands. Chanel's success has been driven by its creativity in design and advertising. One of Chanel's most creative and remarkable advertising campaigns was for it Egoiste Men's fragrance. For this campaign the creative team built a replica facade of Cannes' famous Carleton Hotel.
The fragrance, a sensual oriental, was equally as creative. Unfortunately the fragrance proved to be too polarizing and was not a commercial success. Realizing the importance of market research to help guide their fragrance choice for their next project, Chanel chose us to conduct an international research study based on the FragranceTrack methodology. The study included three phases of testing and was conducted simultaneously in the US, France and Germany. The ultimate winning fragrance led to a hugely successively launch of Allure for Men, Chanel's first master brand.