An Analysis of the Advertising Strategy of Chanel perfume in Generation Z -- Taking Chanel No. 5 as an Example

Abstract

As one of the world's top luxury brands, Chanel's perfume series is the core product of the brand. Among all of them, Chanel No. 5 is the most famous perfume and it is also the first perfume to use advertising film to promote. At the same time, it has become a landmark presence in the perfume market by virtue of the classic words of Marilyn Monroe. However, as the corresponding consumer group becomes younger, the effectiveness of traditional marketing strategies decreases and problems are exposed, for example, defects in female image, single color matching, and serious brand symbol binding. This article conducts research on these aspects and provides different suggestions. Optimizing Chanel's advertising design can not only attract a younger consumer group, but also retain the brand's core characteristics, retain loyal customers, and find a balance between art and business. At the end of this article, the shortcomings of the research are also pointed out, and future research can start from graphic advertising design, scenario based advertising design, and other aspects to help Chanel achieve all-round and omni-channel advertising promotion.