New mega beauty line N°1 De Chanel is first for luxury house
Chanel is gearing up for the launch this month of one of its most significant beauty launches yet as it mixes skincare with fragrance and make-up for the first time and adds in a strong sustainability element.
And the name of its new range reinforces the importance of the launch with the company opting for a number that can more than compete with star Chanel products such as N°5 and N°19. In this case, the name chosen is N°1 De Chanel.
Debuting on January 14, it will come with a major marketing campaign, the details of which haven’t yet been released.
The company said N°1 is based on “a global vision of beauty that incorporates three dimensions: skincare, make-up and a fragrance mist”. The star ingredient throughout the line is the red camellia, which clearly links to the white camellia that was Gabrielle Chanel’s emblematic flower and that’s a recurring theme of the house's fashion and beauty output.
The new line is the result of at least a decade of research into this flower and the company said it “offers an innovative global and sustainable approach to beauty, with sensorial textures [that] preserve the radiance of youthful looking skin by supporting sources of vitality”.
It’s mainly based on the discovery that while the white camellia has strong hydration properties, its odourless red cousin has “amazing anti-ageing power with unique power to limit cellular ageing”, a Chanel spokesperson told Fashionnetwork.com. It seems red camellias have “no built-in mechanism to age” and have “an exceptional effect on senescence”, which is the process of cellular ageing where cells lose their ability to divide and thrive.
The aim with this line is to counteract senescence and thus slow down the skin ageing process and Chanel is targeting consumers from around the age of 25 who may have moved on from the entry Hydra Beauty line but aren’t yet ready for its Le Lift offer.
The skincare line-up features almost entirely ingredients of natural origin with high concentrations of the red camellia extract.
The star product is the Red Camellia Revitalizing Serum, while there’s also a Revitalizing Cream, Revitalizing Eye Cream, Powder-To-Foam Cleanser, Revitalizing Lotion and Revitalizing Serum-In-Mist. The latter has a bi-phase formula and can be sprayed on the entire face throughout the day. We're told it “effectively helps protect the skin from pollution and thereby preserves its youthful appearance”. It’s also claimed to revive make-up.
Talking of which, the make-up part of the offer comes via Red Camellia Revitalizing Foundation (in 20 shades) and the Lip and Cheek Balm multi-use product in six shades. Both combine intensive skincare properties with their make-up functions.
Meanwhile the N°1 De Chanel L’Eau Rouge Revitalizing Fragrance Mist is a floral scent that was created by Olivier Polge. He used a skincare base enriched with refreshing camellia water and a revitalizing red camellia extract as the medium for the product.
As well as the properties behind the key ingredient, equally attention-grabbing is the firm’s approach to sustainability around the launch.
High-end beauty products have come in for criticism in the past over eco issues, but Chanel has confronted this head-on with a number of firsts for the house.
It has reduced the weight of the jars and bottles through a streamlined design and 80% of the packaging is made of glass. The cream jar is refillable and patented and the use of plastics has been limited, especially single-use ones such as cellophane.
Paper leaflets have also been removed, while organic inks have been used to decorate the bottles, and on the lids, inks have been replaced by the use of engraving in the production moulds. Most of the product line lids also contain recycled or bio-sourced materials. In fact the Red Camellia Revitalizing Cream lid incorporates camellia seed shell.
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