Chanel Inc.: Egoiste campaign
Anita Louise CoryellOverview
In 1991 Chanel Inc. launched a new men's cologne with one of the most elaborate and expensive commercials ever produced. "Not since its famed No. 5 women's fragrance was launched in 1921 has Chanel mounted so much marketing muscle behind a new product," wrote George Lazarus in the Chicago Tribune.Egoiste, the name of the new product, was released into a lethargic men's fragrance market that had shown little real growth in the previous two years. Chanel hoped its French-named perfume would grab a large piece of the market in men's...