Chanel as a brand.

Chanel was founded in 1909 by Gabrielle ‘Coco’ Chanel and revolutionised women’s fashion.

In beauty terms the Chanel brand began in 1929 with the iconic No.5 perfume. The name of the perfume was thought to have been chosen due to her superstitious beliefs of the number 5 and the fact that she picked the fifth sample presented to her, the perfume was soon followed by a line of skin care products.

Packaging.

The colours of Chanel video. From watching this video I have gained an understanding of the main coloursused throughout Chanel. This colour palette is reflective in the packaging of the brands makeup as it is black with the Chanel logo in white and their lipsticks also have gold on them. Furthermore another element the lipsticks contain is to have the name ‘Chanel’ engraved onto them, this again reiterates the brands name. The Chanel no.5 perfume can be seen as relating to the colour palette as this a beige colour and again only contains the colours black and white on the packaging. The way Chanel packages their products appeals to me as I like the minimalistic style, I feel that this defines luxury to me and looks very sleek and sophisticated.

https://www.youtube.com/watch?v=TaCdAscgpU0

Price Point.

Chanel makeup is a high end brand. Foundations range from around £30, eye shadow palettes from around £40 and lipsticks from around £20.

Promotion.

Chanel advertising in magazines. In a lot of the magazines I looked at for Chanel advertisements, I found a lot of the same products kept popping up again and again. These were the foundation Les Beiges in particular the new ‘healthy glow’ version, the Chanel No.5 perfume and the Chanel Le Lift Firming cream when it came to ski care.

Furthermore when searching through magazines I found that in the trend sections there was a lot of blue Chanel eye shadow and dark eyeliner.

Promotion through T.V Chanel cements the brand name and product into their advertisements, this is shown in particular from the Chanel No.5 The one that I want advertisement. The Chanel logo and name of perfume are shown at least 30 times so that the audience are constantly seeing the brand and product subconsciously throughout the advert.

https://www.youtube.com/watch?v=8asRWe5XNw8

Another feature of Chanel advertising is that they create a persona of a women that the average women would aspire to be, this means that women are likely to think they can be like the women in the advertisements if they purchase the Chanel products. There have been various different personas, such as the dainty character played by Nicole Kidman in the ‘Le Film’ No.5 advert, the sexualised character played by Kiera Knightly in the ‘Coco mademoiselle’ No.5 advert to the modern woman presented in the most recent No.5 advertisement.

Another Chanel advertisement I found was called ‘Shade Parade’ which was advertising nail varnish. This was a good example of an advertisement that focused on the product as fingers were used like legs that had their nails painted with the Chanel nail varnish. I thought this advert was very clever as the full focal point was on the product, this advert did not create a story however was still a fun and engaging advertisement to watch.

Chanel also promotes their brand and products by posting a lot of videos on YouTube. The videos are often centered around tutorials for their collections, backstage videos from the show and information about Chanel as a brand. This is a very good way of promoting the brand as consumers can watch the videos and easily feel like they know the brand and how to access the products from different collections. Throughout these videos the brand features models of different ethnicity thus presenting to the audience that anyone can wear their cosmetics.

Models • Chanel uses a range of famous faces and models to

promote its brand. These include the likes of Cara Delevigne and Kendall Jenner (who seem to have close personal links with Karl Lagerfeld, at the SS16 show Cara did not mode but instead was seated next to Lagerfeld and finished the show with him) Gigi and Bella Hadid who are very ‘current’ at the moment, kiera Knightly who represents the ‘English rose character, Nicole Kidman, the widely known model Giselle, Mila Kunis, Brad Pitt and Blake Lively. Most people who are the face of Chanel in advertisements are famous actresses or actors that consumers will know and buy into

SS16.

The L.A Sunrise Collection

A trend throughout most brands was the colour blue, pastel colours and pinks.This collection relates to the blue eye makeup in the ss16 show and to the overall ss16 trends, yet in a more wearable form for consumers.

SS16• The SS16 collection in terms of fashion was quite

mechanical as it was situated around the theme of ‘Chanel Airlines’. The clothing captured this by looking like items of clothing you would travel in, this being loose trousers and sandals. This was also portrayed with the accessories being little planes and sun glasses as well as the fabrics having plane times on them and what looks like tire track patterns. In a video Karl Lagerfeld stated he wanted ‘to capture the look of the sun shining on the wing of the plane’. This is reflected by the silver throughout the collection. In terms of makeup and hair this was portrayed through the silver under the eyes and the silver hair accessories. Lagerfeld also stated he wanted a relaxed hair look but the hair to be out of the face, this can be seen by the loose way the hair had been brought back.

The SS16 L.A Sunrise collection relates to the SS16 show in the fact that it gives the impression of being on holiday, which relates to the travelling element of the fashion show.

The collection relates to the overall trends from SS16 as it features blue, pink and pastel colours such as the lilac colour in the eye shadow palette.