Marilyn Monroe for Chanel No. 5

Fashion Marketing Campaign: Marilyn Monroe for Chanel No. 5

Coco Chanel needs no introduction.  Simply hearing the word “Chanel,” brings along with it countless implications, the most prominent and glaring being; perfection.  Not perfection in the classical sense, because as we are constantly reminded time and time again, no one thing is perfect, but perfection exuded by the standards of timelessly relevant, classy, and sexy in the most sophisticated and elegant ways imaginable.  The launch of the fashion marketing campaign of Marilyn Monroe for Chanel No. 5 is the epitome of two powerhouses; a legendary designer and the ultimate sex symbol coming together to form a perfect union; a marriage made official not by the exchanging of rings, but by Chanel No. 5.

Celebrities are time and time again chosen to endorse products because their public lives play a pertinent role in trendsetting.  Not to mention, what more is to be desired when one has money and fame?  The rich and famous form an elite social circle that the rest of the world admires and desires to be like.  The fascination with emulating the “it” crowd provided celebrities with the opportunity to shed light on new products, as well as light a fire under existing products.  Arguably, the success with celebrity endorsed marketing campaigns in beauty, cosmetics, and beyond, has been due to the silent yet powerful takeaway messaging, self-imposed in the form of an “if” statement.  The conclusion is always the same, “if I use product X, then I will be Y,” where “Y” could represent a particular person, being skinnier, more beautiful, sexier, etc.  In the case of Marilyn Monroe for Chanel No. 5, Marilyn gave new meaning to celebrity endorsed market campaigns, and was single-handedly able to establish an unmatchable frenzy over a classic perfume, thereby taking its popularity to new heights.

Marilyn Monroe had a sensational following.  As a sex symbol and icon, everyone wanted a piece of her.  Men wanted Marilyn, and women wanted to be her.  The image of Marilyn in her bedroom suggestively and seductively posing with Chanel No. 5, left viewers wondering is she dressing or undressing?  An answer to the question was not necessary as viewers could not take their eyes off of her and were entranced.  Now more than ever the world wanted their piece of Marilyn, and that piece came in the form of a perfume bottle titled, Chanel No. 5.  For men, this perfume provided a real-life, tangible association, where they could feel as though the sex-symbol herself were before them.  Additionally, the perfume allowed women to channel their innermost Marilyn, exuding confidence, and seducing those around them.

The fashion marketing campaign was so successful in fact, that Marilyn and the perfume eventually became synonymous with one another; arguably the fault of Marilyn.  By simply being herself and living her life in the public eye, the world realized that Chanel No. 5 was in all actuality, a part of her everyday life.  In photo shoots, Chanel No. 5 would consistently be included in the frame with Marilyn, whether as a prop in her hand, on a nightstand, etc.  The perfume’s most famous incorporation was in Marilyn’s response to an interview question she had repeatedly avoided answering in the past.  In a candid interview, Marilyn was once again asked, “What do you wear to bed?”  Marilyn finally replied by saying, “What do I wear to bed?  Why, Chanel No. 5 of course.”  The world’s most iconic sex symbol could not have provided a more perfect answer, and even better, it was genuine.  Further clarification on Marilyn’s part showed that she didn’t want to lie, didn’t want to admit she slept in the nude, and it was the truth.  With this, demand for the perfume continued, fueled by the confirmation that Chanel No. 5 was a part of Marilyn’s daily regimen.

 

In November 2013, an updated Marilyn Monroe marketing campaign was launched for Chanel No. 5, reminding the world of the necessity it served to the icon, as well as its timelessness.  Throughout the years, other household names have endorsed the perfume, but none have been as successful as Marilyn’s campaign.  Marilyn Monroe never grew old in the public eye, so in essence her legacy is much like that of Chanel No. 5, timeless, classic, and sexy.  Coco Chanel was quoted as saying “A woman who doesn’t wear perfume has no future.”  While arguably harsh, look at all that Marilyn Monroe has achieved with Chanel No. 5 by her side.

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