The opening salvo is here. After staying suspiciously quiet about the 100th anniversary of No. 5, Chanel have got the celebratory ball rolling with the release of a concept called Factory 5. Essentially, it’s a set of 17 products (many of which we’ve seen before) presented in a rather unexpected style of packaging. Full details were revealed in the 200th episode of Love At First Scent, which you can watch at this link: Chanel Factory 5 review.
As I’d hoped, the live chat and the comments section generated a good deal of discussion, with many viewers offering their own ideas about how Chanel should have marked this major birthday for the icon. My own thoughts are that this somewhat surprising venture will achieve its key purpose: to get people talking about No. 5 again. And clearly, if my social media feed is anything to go by, there are plenty who will pay £50+ for an empty glass bottle bearing the double-C logo.
I am not privy to any inside information, but I imagine the birthday party isn’t over yet, and that the brand has a few more plans up its tweedy sleeve. I certainly wouldn’t mind a No. 5 candle. Or even No. 5 incense sticks. But more than anything, I’d love to see a limited edition re-release of the scent in the original 1921 bottle. We can but hope.
Persolaise
PS Here’s a link to a broadcast I made last year marking the anniversary: 100 years of Chanel No. 5. And in case you missed it, here’s my rundown of the best No. 5 adverts across the years: best Chanel No. 5 commercials.
[Chanel Factory 5 product samples provided by the brand in 2021.]
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