New Chanel summer color collection. Are they moving investment to cosmetics?

 

Chanel has released Reflets D’été, their new make-up summer collection. The collection is formed by different nail polish, lip gloss, eye shadow and waterproof eye liner and mascara. All created to suit you skin with the summer in terms of colors and applications.

They have chosen a social media strategy their new beauty line, including a video in youtube and different posts in Facebook and Twitter. After these ads they have produced a make-up tutorial with the makeup artist Lisa Eldridge, which have been released also in Chanel’s Facebook and Twitter.

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In 2013 Chanel decreased media investment in their fragrance division for the 1st time in 4 years.  We have seen this trend in all the markets, besides some countries of South America where the media investment surpassed 2012.  If you analyze Chanel fragrances advertising activity in the last 4 years, there are some facts that make you think that they are cutting money:

  • Bleu de Chanel: Launches in 2010 but we haven’t seen any other communication in these 4 years.
  • Chance Chanel, Eau Tendre and Eau Fraiche: In 2011 they launched communication for all the flankers, but after that we haven’t seen any more communication.
  • In 2013 the only important Chanel presence in the media was the video of Chanel nº5 with Marilyn Monroe.

Is this changing this year 2014? Are they really moving investment from fragrances to cosmetics? This question is more a rumor than a fact. The last video of Coco Mademoiselle has been a worldwide launch with a high investment behind it. In addition, we know that in the second semester they are doing a new communication of Chanel nº5 with Gisele Bündchen as new face of the perfume.

 

So I just say… We will have to wait until the end of 2014 to see which is the answer to this mystery.

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xxx M

 

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