Chanel is taking an unconventional approach to marketing its latest fragrance, Chance Eau Fraiche EdP. Rather than targeting the traditional Christmas holiday season, the brand is focusing its efforts on the post-Christmas period in anticipation of Valentine’s Day. This strategic decision presents an interesting opportunity for Chanel, as it falls right before the spring/Easter gifting season.
The Chance Eau Fraiche EdP was softly launched last autumn, commemorating 21 years since the original Chance floral fragrance was introduced. This new variant “reinterprets” the scent by combining the richness of an Eau de Parfum with the freshness of an Eau de Toilette. Olivier Polge, the Chanel Perfumer-Creator, skillfully amplified the intensity of the fragrance while maintaining its lively and spontaneous nature. The result is a more intense fragrance trail that leaves a lasting impression.
Rather than simply adjusting the concentration of the fragrance, Polge composed an entirely new scent. The addition of a citron accord offers an exhilarating experience while preserving its original juiciness. The jasmine note is enhanced, resulting in a richer and more intense aroma. Additionally, the teak wood accord adds an ambery facet to the fragrance, contributing to its overall depth and complexity.
In terms of pricing, the Chance Eau Fraiche EdP is positioned as a luxury product. It is available in a 100ml bottle for £136 and a 50ml bottle for £99. For those seeking a more budget-friendly option, Chanel offers a limited-edition trio of hand creams priced at £65. This set includes the Chance Eau Fraiche EdP, the original Chance fragrance, and the Eau Tendre variant.
While many retailers choose to heavily discount fragrances during the Valentine’s Day season to boost sales, Chanel is taking a different approach. The brand is opting to focus on the novelty of the Chance Eau Fraiche EdP and allowing retailers to sell it at full price. This decision aligns with Chanel’s commitment to maintaining its luxury image and pricing strategy.
Overall, Chanel’s marketing strategy for the Chance Eau Fraiche EdP during the post-Christmas season and in anticipation of Valentine’s Day is unique and noteworthy. By emphasizing the newness of the product and maintaining its luxury pricing, Chanel positions itself as a brand that values quality and exclusivity.
Useful links:
– For more information on Chanel’s fragrance offerings, visit their official website: https://www.chanel.com
– To explore the Chance Eau Fraiche EdP and other Chanel fragrances, check out this article: https://www.fragrantica.com
