Eau Premiere awakens the feeling of the ’20s, when Gabrielle “Coco” Chanel revolutionized the fragrance industry.
To understand the modern version of a fragrance that have already become iconic, we need to go back in time – to return to the core of the concept – because No 5 Eau Premiere, though a new fragrance, above all it’s a sequel of a legend.
“I want to create a perfume so special that none has done before, a scent for a woman that smells like a woman” – this is how Gabrielle “Coco” Chanel has defined her aesthetics of scents.
At its launch in 1921, Chanel No 5 marked and revolutionized the fragrance industry’s three aspects: scent, bottle and name. Chanel No 5 was the first abstract fragrance, that haven’t intended to reproduce scents found in nature but to create a state of mind.
“I want to give women an artificial perfume,” said Chanel. “Yes, I really do mean artificial, like a dress, something that has been made. I don’t want any rose or lily of the valley, I want a perfume that is a composition.”
It was the very first perfume with minimal packaging – its design was expressing perfectly the Chanel aesthetics, without the floral embellishments of that period.
It was the first fragrance that wasn’t named after a poetic sintagm, but a number.
This was the result when the boldness of the designer and the dream of a perfumer have met – a scent that comes alive with every move of the wearer. Mademoiselle Chanel succeeded again in breaking the mold, while Ernest Beaux, the perfumer has innovated the fragrance industry. Beaux was trying to combine the metallic intensity of the synthetic ingredients with noble and precious natural essences.
He began by obtaining a perfectly balanced note of Aldehydes, that truly renders the arctic freshness of he once fell in love with. He fused Aldehydes with Jasmine de Grasse and May Rose – the result was Chanel No 5. since then, this creation continued to innovate and define through premieres.
Coco Chanel was the first designer that was promoting her fragrance by using her own image: in 1937, in the ad campaign for Chanel No 5 was showing Coco herself, photographed in her apartment from the Ritz, Paris.
And the story goes on…
Renowned perfumer of Chanel, Jaques Polge, with the new Eau Premiere, adds another chapter to the history of the famous Chanel No.5. “The history is very simple,” says Polge. “Eau PremiÃ¨re is for all those women who came to me and said, ‘No 5 is fantastic but it’s not for me’. Eau Premiere is lighter, more transparent, but, in essence, it is still No 5. Eau Premiere maintains the unique spirit, defining for Chanel No 5 and the precious ingredients (roses and jasmine produced exclusively for Chanel in Grasse, Southern France) – but the new Eau Premiere is distinguished by a more modern and delicate allure.
Fresh essences of Ylang-Ylang from the Comoro Islands, Aldehydes, and Neroli are blended with floral notes of the absolute Jasmine and May Roses, while woody accents are given by Vetiver and Vanilla.
The ones that love the original will surely understand: if Chanel No 5 would be a painting, then Eau Premiere won’t be a sketch, but an aquarelle, because reproduces perfectly the purity and pastel tones of the water.