Chanel No 5 has been the number-one fragrance in the world almost continu-ously since its creation in 1921, an extraordinary achievement in an average of almost 300 perfumes launched every year, and where the average shelf life for a fragrance is only two or three years.
In some markets, howev-er, Chanel No 5 slipped. In order to regain the top stop, and attract a new gen-eration of perfume wear-ers, Chanel launched a new ad campaign which centres on a ' commercial' directed by Moulin Rouge director Baz Luhrmann, starring Nicole Kidman, and lasting almost three minutes.
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