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Perfume Unit Belle De Jour

Be-YOU-tiful Advertising Agency

MCJ 144 Spring 2012

Company: Chanel Agency: Be-‐YOU-‐tiful Advertising Agency

Page 1 Perfume House: Chanel Reasoning: Chanel is a fashion house started in France by Gabrielle “Coco” Chanel. Coco started out in 1909 selling products to women that were highly interested in fashion. As the fashion trends have grown and changed, Chanel has become one of the most renowned perfume houses in the world. Therefore our goal is to create brand loyalty among young female adults to keep the Chanel tradition alive and booming.


Page 2 Target Destination: Considering the scent of our chosen perfume, we plan to target young female adults, 18-25 years old. In knowing that the older female adult population typically buys fragrances, our goal is to introduce a product that will draw the attention of young women, thus increasing its market and popularity.


Page 3 Product Name: Belle De Jour Concept: The name “Belle de Jour” means Beautiful by Day in English. We chose this name to entice our target group of female adults ages 18-25, because we want to increase the market and popularity of Chanel. We will create a perfume that a young adult woman can wear on a daily basis, and become “Beautiful by Day”.


Page 4 Signature Scents: Top Note - Jasmine mixed with punch of mandarin, to get that sweet, citrusy scent. Middle Note - Plumeria will be mixed with a little bit of pear. Base Note - Soft Rose.


Page 5 Bottle Design:


Page 6 Box Design:


Page 7 Perfume Concept: All of our advertisements will focus on

the young, successful and beautiful women of today. Our ultimate goal is to make each woman who wears Belle De Jour to feel beautiful and feminine.


Page 8

Copy Platform Product Name: Belle De Jour Advertising Objective: Build awareness for a new for Chanel. This campaign will launch the new perfume. Target: Sophisticated female adults aged 18-25 Theme Line: Beautiful. Brilliant. Belle de Jour. Conveyed Emotion: Feminine and alluring. Design Highlights: All of our advertisements will portray a

young, successful woman, and the perfume bottle.

Company: Chanel Agency: Be-‐YOU-‐tiful Advertising Agency Product: Belle de Jour Medium: Magazine Unit: Double Truck 4C

Page 9

Magazine Copy

HEADLINE: CHANEL

SUBHEAD1: Beautiful. Brilliant. Belle de Jour.

ILLUSTRATION: (A young woman dressed in business attire is standing in her office and looking out her window. She is young and professional, yet sophisticated. The Belle de Jour perfume bottle will be on the bottom left side of the double truck ad. The headline will be on the top left side in a white font, and the subhead will be directly underneath in white font. The body copy will be directly to the right of the perfume bottle, and will be in a white font. The logo and facilitator will be in small white print along the bottom of the ad.) BODY COPY: Discover the light glowing scent of BELLE DE JOUR. The young and beautiful workingwoman has the chance to enlighten her sophisticated lifestyle through Chanel’s powerful fragrance that bursts with allure and gleams of pure radiance. As jasmine mixes with a punch of mandarin, mingles with scents of plumeria and pear,


Page 10 and finishes with a subtle hint of a soft rose, it is sure to bring out your inner beauty. Beautiful. Brilliant. Belle de Jour. 0.7 o.z. and 3.4 o.z. SIGNATURE: (Chanel photo insert.) LOCATOR: (chanel.com. 800.550.0005)


Page 11

CHANELBeautiful. Brilliant. Belle de Jour

Discover the light glowing scent of BELLE DE JOUR. The young and beautiful workingwoman has the chance to enlighten her sophisticated lifestyle through Chanel’s powerful fragrance that bursts with allure and gleams of pure radiance. As jasmine mixes with a punch of mandarin, mingles with scents of plumeria and pear, and finishes with a subtle hint of a soft rose, it is sure to bring out your inner beauty.

Beautiful. Brilliant. Belle de Jour.

0.7 o.z. and 3.4 o.z.

chanel.com 800.550.0005

Company: Chanel Product: Belle de Jour Agency: Be-‐YOU-‐tiful Advertising Agency Medium: Transit

Page 12

Transit Copy HEADLINE: CHANEL ILLUSTRATION: (A young woman will hold a laptop while

dressed in business attire. The Chanel Belle de Jour perfume bottle design is laid out across the cover of the laptop. The Chanel logo will be on the bottom right corner of the ad, and can be seen but is not overly visible.)

BODY COPY: Beautiful. Brilliant. Belle de Jour. SIGNATURE: (Chanel photo insert.)

Company: Chanel Product: Belle de Jour Agency: Be-‐YOU-‐tiful Advertising Agency Medium: Brochure Unit: 2-‐Side Mailer

Page 13 Panel 1

Brochure Copy HEADLINE: CHANEL ILLUSTRATION: (The background of the ad will be white with a Warhol-inspired design of the Belle de Jour perfume bottle. The body copy will be on the directly below the design. The Locator will be directly to the right of the body copy.) BODY COPY: Discover the light glowing scent of BELLE DE JOUR. The young and beautiful workingwoman has the chance to enlighten her sophisticated lifestyle through Chanel’s powerful fragrance that bursts with allure and gleams of pure radiance. As jasmine mixes with a punch of mandarin, mingles with scents of plumeria and pear, and finishes with a subtle hint of a soft rose, it is sure to bring out your inner beauty. Beautiful. Brilliant. Belle de Jour. 0.7 o.z. and 3.4 o.z.


Page 14

SIGNATURE: (Chanel photo insert.)

LOCATOR: (chanel.com. 800.550.0005)


Page 15 Panel 2 HEADLINE: N/A ILLUSTRATION: (The background of the ad will be white and the Chanel logo will be on the bottom left side. The mailer will have the addressee in the center of the panel and a postage stamp on the top right corner.) BODY COPY: Chanel presents their mailer brochure to promote the all-new Belle de Jour perfume. Send this mailer brochure out today to promote continual awareness of Chanel perfume with this product. SIGNATURE: (Chanel photo insert.)


Page 16

Panel One

CHANELBeautiful. Brilliant. Belle de Jour

chanel.com 800.550.0005

Discover the light glowing scent of BELLE DE JOUR. The young and beautiful workingwoman has the chance to enlighten her sophisticated lifestyle through Chanel’s powerful fragrance that bursts with allure and gleams of pure radiance. As jasmine mixes with a punch of mandarin, mingles with scents of plumeria and pear, and finishes with a subtle hint of a soft rose, it is sure to bring out your inner beauty.

Beautiful. Brilliant. Belle de Jour.

0.7 o.z. and 3.4 o.z.


Page 17

Panel Two

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Company: Chanel Product: Belle de Jour Agency: Be-YOU-tiful Advertising Agency Medium: Billboard

Page 18

Billboard Copy

HEADLINE: CHANEL ILLUSTRATION: (A young woman dressed in business attire

is standing in her office and looking out her window. She is young and professional, yet sophisticated. Off to the bottom right hand corner of the ad, you will see a picture of the perfume bottle with our tag line. The logo will be on the bottom left side of the billboard.)

BODY COPY: Beautiful. Brilliant. Belle de Jour. SIGNATURE: (Chanel photo insert.)

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