2024

MARKETING & ADVERTISING

CHANEL – SIRÈNE

A mock-marketing campaign for an original perfume line called CHANEL – SIRÈNE. This project is centred around identity and the embodiment of personas via products choices.

Branding

Social Media

Print Media

OVERVIEW

This campaign crafts a new perfume line for CHANEL, chosen for its bold simplicity and sophisticated branding. It embodies CHANEL’s timeless elegance through an original product launch that targets a new demographic.

Inspired by CHANEL's Coco Noir, SIRÈNE is a darker, irresistible scent reminiscent of sirens from folklore who would lure men to their deaths with their voices and their beauty. This project explores how storytelling and sensory evocation can create a deeper emotional connection with different target segments, all while being strictly aligned with CHANEL’s established branding principles.

AUDIENCE

There's an interesting correlation between CHANEL's marketing approach, and younger demographics, particularly Gen Z. This generation has emerged as significant consumers of perfume. They favour luxury products, while at the same time placing importance on individuality and self-expression. They enjoy narrative-driven content (particularly visual storytelling), and view perfume as a means of personal expression and empowerment.

SOLUTION

The campaign strategically uses Gen Z's attitudes of self improvement and self-empowerment, achieved through the original tagline, “Seduce Yourself.” The campaign itself is dark, sensual and enchanting with a new, modified bottle to mimic CHANEL'S own Coco Noir. The aesthetics embody a mystical, enchanting appearance in line with the moods and sensuality of folklore sirens.

Many existing CHANEL video ads make bold statements through selective use of type, atmospheric negative space, and impactful imagery. The teaser video I created implies is that she is the perfume, and the perfume is the essence of the siren. If you use it, you will be as seductive, feminine, and powerful as her. These qualities also carry out into the video campaign, integrating deep sea audio and imagery to convey the eerie, mysterious, unknown, ethereal qualities of the ocean. The campaign aims to elicit curiosity, calling to the viewer the same way a siren does.

There are elements of femininity and danger – it excites.

CONCLUSION

This campaign pulls directly from CHANEL’s existing branding strategies in combination with new storytelling techniques to create an innovative product campaign that targets a critically expanding demographic.

Both digital and print marketing share the narrative across many channels, conveying to consumers that using this product will elicit self-love, self-care, and a sense of identity. It promises beauty and sensuality. It offers an identity.

It sells: If you use this product, you will be as seductive, feminine, and powerful as sirens from tales of old.