The Story of Chanel No 5 - The Lucky Number of Coco Chanel

Chanel No. 5 was one of the greatesttime.
contributions to the success of Coco Chanel, andIn the beginning Chanel Number 5 was sprayed in
the key source of her fortune. It was created bythe fitting rooms of Chanel boutiques. The most
Ernest Beaux, the outstanding chemist, the son ofvalued customers were handed out small bottles
the court employee in tsarist Russia. Chanel wasof the perfume as gifts. This produced an instant
introduced to Ernest Beaux by the Grand Dukeeffect of scarcity and exclusivity of No. 5. Later
Dimitry of Russia, the friend and lover of Chanel.Chanel widened the market by giving the
Presented by Chanel in 1920, No. 5 was the firstproduction and distribution rights to Pierre and Paul
perfume of Coco Chanel. It was a mixture of 128Wertheimer, the owners of the large cosmetic
ingredients, blended by the chemist. Ernest Beauxand fragrance company. In return she received
was one of the first to start developingthe 10% royalty for the sales of her perfumes.
perfumes, using synthetic chemicals to enhanceDue to the outstanding success of Chanel Number
the fragrance of natural ingredients, like jasmine,5, the royalty insured her financial independence
which was the base of Chanel Number 5.until the end of her life.
Ernest Beaux proposed five different formulas -After the death of Coco Chanel the House of
and Chanel chose the last. The new perfume wasChanel is in the hands of the Wertheimer family.
presented at her spring show on the 5th day ofThis is one of the few fashion houses which has
the month. This, indeed, added to the story aboutits own perfume factory. The House of Chanel
the lucky number of Chanel.refuses to sell its name to any licensee, but keeps
Coco Chanel personally designed the bottle of No.the sole control of all the products that bear the
5. The simple little square bottle contrasted toluxurious label of Coco Chanel.
fanciful flagons used for the perfumes at that