Chanel No. 5: An Ongoing Network of Consumption

Introduction

Chanel No. 5 is one of the most famous perfumes in history and sells approximately one bottle every 30 seconds. This famous fragrance was created for Coco Chanel in 1921 by a perfume creator named Ernest Beaux. The perfume was named no. 5 as it was the fifth formula to be presented to Coco Chanel. It was also her lucky number. Despite a significant move towards nature within the fashion industry in the twenty first century, this delectable scent was inspired by the artificial.

“I want to give the world something artificial.... like a dress. Something that has been made.... I want a perfume that is a composition”.
- Coco Channel

In relation to network societies, this product is evidently an active ongoing network of consumption. This particular post will identify the key elements of production, distribution and consumption associated with this product and the relevant nodes, ties and flows in this network.

Production
On researching the history behind the production of Chanel No. 5, I discovered that the fragrance, despite being described as artificial, was inspired by nature. The perfume's creator Ernest Beaux gained inspiration from the midnight sun, the lakes and the rivers of the Arctic circle which he had visited a year previously. The biological makeup of Chanel No. 5 is also organic.

The Scent of Chanel No. 5:
•Top note – Ylang-Ylang and Neroli
•Heart note – Grasse Jasmine and May Rose
•Base note – Sandalwood and Vanilla

Thus when identifying the relevant nodes in relation to this product, one can concur that nature plays a key role. These are the primary resources. The main component of the perfume is jasmine. The original flowers came from the region of Grasse. Chanel formed ties with the region's leading producers in order to assure the constant supply of the jasmine flowers. On a chemical note, Beaux also used aldehyde during the creation of his masterpiece. This enabled the perfume to accentuate every fragrance within the mixture. Jacques Polge, the brand's latest creator, has compared the chemical to adding 'lemon juice to strawberries'.

Chanel and New Media Technology

Nodes
1. Natural resources ie. flowers
2. The laboratories
3. The region of Grasse
4. The consumer
5. Researchers

Distribution

Chanel No. 5 is an iconic brand and it has gained this invincible reputation through the use of glamorous advertising and celebrity endorsement. As quoted famously by Marilyn Monroe:

“What do I wear in bed? Why Chanel No. 5 of course”.


In addition to being Marilyn's favourite scent, Chanel No. 5, like many other iconic brands, secured a place in the art world. In 1959 Andy Warhol, an icon himself, did a series of nine silkscreens of the Chanel No. 5 bottle, once again making it the fragrance to covet. The fragrance reportedly sells a bottle every thirty seconds and is the world's leading perfume. At present, the fragrance is endorsed by actresses Nicole Kidman and Audrey Tautou. The perfume's enchanting advertising campaign further facilitates the fascination and mystery behind Chanel No. 5.

Chanel and New Media Technology

Ties
1. Advertising
2. Celebrity endorsement
3. Transport
4. The media

Consumption

Chanel No. 5 has become the most popular fragrance in the world. The fascination behind its creator has thus increased significantly. In 2009, Coco Before Chanel was released, which documented the life of Gabrielle 'Coco' Channel through film. This factor heightened the perfume's outstanding reputation. In relation to product consumption, Chanel No. 5 is so much more than a perfume. Jacques Polge has described the fragrance as being a balance between 'a presence and a mystery'. This element of classic timelessness is present in their advertising campaign.

Chanel and New Media Technology

Flows
1. Chanel No. 5 perfume
2. A feeling of elegance and beauty
3. An understanding of the history behind the fragrance

The Role of ICT in Relation to Chanel No. 5

Most of the research I undertook for this post came directly from the Chanel website. The website is an outstanding source of information with regards Coco Channel and her product. It is also beautifully designed and entices the viewer to delve deeper into the heart and soul of Chanel. It contains the latest Chanel advertisement, which was directed by acclaimed French director Jean-Pierre Jeunet, and a documented behind the scenes video.

http://www.chanel.com/en_US/fragrance-beauty/Universe-Chanel-N5--77321/WT.mc_id=2009N5-Universe#/the-film/2-20

Conclusion

Every product is inevitably part of a network. This is most visibly scene in the example described in this blog. Chanel No. 5 rose to fame due to a number of interlinked factors: raw materials, advertising, precision and perfection.

“In order to be irreplaceable one must always be different.”
- Coco Chanel

References:

1. http://www.chanel.com/
2. http://beauty-products.suite101.com/article.cfm/icons_chanel_no_5_perfume