THIS JANUARY CHANEL LAUNCHES A NEW INTERPRETATION OF ITS ICONIC FRAGRANCE AND DEBUTS A NEW CAMPAIGN.
For 2019 Chanel presents a newly imagined fragrance as part of the Chance family.
Chance Eau Tendre Eau de Parfum was created by perfumer-creator Olivier Polge as a more intense, more enveloping version that expresses a radiance and confident femininity. A floral scent, Chance Eau Tendre combines exotic jasmine with the essence of rose.
Creamy white musk notes for a cottony effect and a touch of grapefruit-quince completes the composition with a fresh tangy finish. Chance Eau Tendre evokes a feminine woman whose joy and inner glow gives her instant charm. The Chance bottle with its gold neck is given a silvery hue to distinguish itself from the others in the family.
To mark the launch, Chanel teamed up with photographer and director Jean-Paul Goude for a campaign that celebrates the femininity of women. Thanks to his unique style of work Goude’s images have become instantly recognisable and with over forty year’s experience in the industry, he has carved out some of the most memorable images we have seen. Goude first worked with Chanel in 1990 when he created and directed the advertising film Égoïste. He then went on to create films for Coco, Chanel No.5, Chanel High Jewellery collection and many previous Chanel Chance campaigns for which he created the image and concept of the brand. Today the two have a longstanding relationship so who better to turn to when Chanel wanted to present the latest campaign for Chance almost twenty years later?
The film, evokes a playful feminine mood. The link between the round shape of the bottle and that of a sphere (namely, a juggler’s ball or a bowling ball) led naturally on from the 2007 campaign for Chance Eau Fraiche, to a series of photos and films conveying the metaphor of skill and winning the game.
Jean-Paul Goude embarked on a new kind of relationship with Chanel in which, he says himself, he stopped seeing himself as an illustrator, an artist putting his talent towards a house, and began considering himself an integral part of the launch of a fragrance that was enjoying increasing success. A genuine partnership, with discussions on the casting, the line, the music, and the entire production.
Alongside images featuring model Charlotte Di Calypso straddling, knocking over, holding or juggling a bottle larger than she is, the bowling metaphor inspired the story for a short film with the following theme: three heroines, dressed in pastel colours, incarnating the fragrances of the line and celebrating the new addition. The faint whisper of “take a chance” repeatedly in the background emphasises the spontaneity associated with the fragrance. Moving on from playing games, Jean-Paul Goude opted to portray another, more dramatic theatre of chance: the audition for a show. A choice that allowed him to renew with his everlasting desire for a Broadway musical-feel.
The Chanel Chance campaign debuts on January 4.
