Chanel is one of the most famous fragrance houses in the perfume industry, and is home to possibly the most iconic female fragrance to date, Chanel No. 5. With such a huge reputation to live up to, Chanel often use celebrity endorsements in order to express the luxury and glamour behind their quite expensive perfumes, reassuring consumers that their money will be well spent. With past collaborations with celebrities such as Audrey Tautou, Nicole Kidman and even Marilyn Monroe, the perfume has always been associated with female celebrities who represent class and elegance.
However, in 2012 a completely different approach has been taken. The French fragrance house has decided to use male actor, Brad Pitt, as the celebrity face behind the huge perfume. As a black and white image, Brad Pitt is shown with shoulder length hair, and to be pulling a rather stern facial expression as the brand breaks their own traditions and attempts to be sensual and stand out from their other adverts. Although I understand that the brand are attempting to make connections with their "gender-twisting" origins, whilst also taking inspiration from their 1973 advert shot by Helmet Newton, I can't help but think that another celebrity may have been a better fit for the ad. Especially as their most popular and iconic women's fragrance, I believe that Chanel No. 5 should continue to choose beautiful and sophisticated female celebrities to represent their products in order to comply with their brand values and to keep the classic scent associated with the brands traditional ideologies.
#fcpreflection
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