Chanel, the renowned fashion and beauty giant, is making waves with its distinctive marketing approach for the latest variant of its Chance fragrance master brand. Instead of the traditional pre-Valentine’s Day push, the London-headquartered French brand is strategically focusing its efforts on the post-Christmas period, presenting an interesting deviation from the norm.
This atypical strategy comes ahead of the bustling spring/Easter gifting season, yet it does not overlook the golden opportunity presented by the upcoming Valentine’s Day. The recently launched Eau Fraiche Eau de Parfum is a refreshing take on the original Chance floral fragrance, introduced 21 years ago. Chanel’s Perfumer-Creator, Olivier Polge, has carefully reinterpreted the scent, aiming to strike a balance between the richness of an Eau de Parfum and the vibrancy of an Eau de Toilette.
The perfume promises an amplified intensity without overwhelming its freshness, maintaining the spontaneous and lively nature that defines Chance but leaving behind a more potent trail. Noteworthy is the perfumer’s decision not to merely adjust concentration but to compose an entirely new fragrance. Key notes include an exhilarating citron accord, richer and more intense jasmine, and a teak wood accord revealing a more ambery facet.
Positioned as a luxury product, the Eau Fraiche Eau de Parfum comes with a price tag of £136 for the 100ml version and £99 for the 50ml version. For those seeking a more budget-friendly option, Chanel offers a limited-edition trio of hand creams, including the new scent alongside Chance itself and the Eau Tendre variant, priced at £65.
While many retailers traditionally offer discounts for Valentine’s Day fragrance sales, Chanel is choosing to highlight the allure of full-price newness with this unique strategy, providing an alternative perspective to the market’s typical promotional landscape.
