CHANEL and EU - a truth or dare game

NO BONHEUR - NO5 - EURO

Who is to believe? After the storm provoked by the upcoming interdiction of Chanel No5 in Europe and the inevitable end of the beautiful dream, the European Commission has a new "approach". But is it the truth or a way to hide truth to the consumers? We know the denials of reformulations in the past 5 years until the perfumers started to speak what the PR of all major brand denied and left no chance to consumers to buy their original perfumes.
Today, there is a new "version".

"Les industriels du parfum et des cosmétiques savent ce que nous faisons", a insisté le porte-parole. "Le processus législatif n'a pas débuté, et ce n'est pas demain la veille", a-t-il ajouté.

Alors que certains professionnels se sont inquiétés publiquement d'une éventuelle réglementation qui menacerait, selon eux, l'industrie des parfums, M. Vincent a affirmé qu'il était "faux de dire que la Commission européenne veut interdire le Chanel numéro 5".

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The phrase in French is very tricky because every official knows who to use the words. Of course, EU has no official desire to forbid a specific perfume, but the result is the same. Chanel No5 will disappear and you will not be able to buy it end 2013. Dior was much clever, they did a re-branding of Miss Dior in 2012, what you buy is actually Miss Dior Chérie. The packaging plus an ad came as a surprise for the whole industry. Dior knew what will happen in 2013. Unlike Chanel, Dior had many new launches and a younger look. This is a way to say .... that things will never be the same in 2013 and strong businesses have to face it with all kind of solutions to minimize the effect of the EU hurricane. Consumers cannot do anything, they will discover other perfumes, not mutilated.

French are specialists in all type of denials and clever words, but this doesn't help. Now, they have to face the consequences of what was done (or was not done) in June.

A CHANEL 1917 image from my Chanel Collection

The END of CHANEL 5 is inevitable, but it is not EU that has decided explicitly, it was the house of Chanel.

Listen once again to what Brad Pitt said in the strange commercial and you will understand what happens and why the end of Chanel No5 in EU is inevitable. What was meaningless in October when the video was published makes sense today. Today it's on everybody's lips, but the movie was filmed several months ago, and the decision dates back to June.

         

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Fragrance is the 8th Art - Octavian Coifan - Le Parfum est le 8ème Art