Chanel frangance stamp
Chanel X/O
Chanel X/O
New Fragrance applicator
Challenge
Challenge
Unarguably, Chanel is one of the world's leading global fashion houses epitomizing luxury, style and elegance.
Chanel's vision is for fashion to be functional, with a mission:
"To be the the ultimate house of luxury, defining style and creating desire, now and forever..."
How do we innovate against Chanel's core values of being classic, elegant, timeless, exclusive whilst interlacing masculinity and femininity?
How can we create fresh, innovative products for new markets whilst maintaining Chanel's luxurious quality, uniqueness and classic class against the growing threat of hight costs, counterfeit item's and competitors capturing market share?
Combining the classic aesthetics and internal ethos of the Chanel's brand with fresh insights and opportunity areas has given rise to the Chanel X.
Chanel X is a fresh innovative perfume applicator amplifying the classic and correct ritual of applying fragrance embodying the 'less is more' ideology.
Value
A majority of consumers apply perfume (parfum) incorrectly where scent wastage is at least 50%.
In a climate of recession luxury items have never been so important to consumers in bringing comfort and familiarity especially with long trusted brands.
Perfume/cologne is an expensive luxury item yet a majority of consumers are using it wrong. The Chanel X aims to bring portable, refillable scent connoisseurship in an effortless new fragrance applicator.
The Chanel X allows consumers to apply correctly of 5-8 pulse point areas that limit the wastage of fragrance giving consumers maximum efficacy. We believe that every Chanel scent is preciously curated and as such it would be treated as such.
We also believe that sustainability should be inbuilt and not a selling point, just like Chanels classic products, confidence comes from the inside and doesn't have to be overtly screamed out. The Chanel X embodies this, it uses bioplastics and recycled aluminium (using 95% less energy) but all contained in classic Chanel style because confidence isn't a label or a badge but a feeling.
The Chanel X is refillable, the Chanel antibacterial embossed applicator which wicks the fragrance & is fresh which every refill. This allows the consumer to switch scents when fully consumed and the airtight magnetic cap seal the scent inwards so none is lost. The ampoules are constructed from recyclable glass and aluminium. The outer body is semi gloss black aluminium with he internal structure PLA with high gloss branding.
The Aesthetics of the Chanel X is inspired by the classic simple design language of the Coco Chanel No 5 with a contemporary twist still maintaining the classic black look (like Chanel's classic little black dress).
The Innovative packaging is fresh and contemporary using pressed recycled aluminium with an embossed logo which is a cheap and contemporary process. The foil seal is embossed with Chanel's famous insignia (taking cues from champagne foil) creating a secure hermetically sealed packaging that's fully recyclable and biodegradable.
The POS is back lit, very simple, glorifying the product and contents. These are also constructed of recycled frosted glass and pressed metal cover with a laser cut out branding in a matt black.
The Chanel X can work with the assistance of Chanel X app which highlights pulse point for different occasions to maximise efficacy but also set a reminder notice of when to reapply. Chanel XO is a more technological version with the same housing, but the added functionality of syncing with app to alert the user via vibration off when to reapply, where to reapply and how much is left alerting consumer to repurchase.
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