Chanel male fragrance to launch in UK

Chanel is to launch its first male fragrance for nine years – a version of its female scent Allure, called Allure Homme. The company is also looking at a global direct marketing push.

Allure Homme launches in the UK on April 9 and then rolls out across Europe. The fragrance launched in the US on October 1 last year.

The male and female Allure fragrances will form Chanel’s first “masterbrand” – two different products under the same name.

Chanel marketing director Meryl Bagguley refuses to give details but says: “There will be a comprehensive advertising campaign.”

Chanel launched its last male fragrance, Egoiste, in 1990. The company’s other male fragrances are Antaeus and Pour Monsieur.

Allure for women’s 1996 launch marked a change of direction for Chanel, with the company aiming to attract younger consumers without alienating its traditional customers.

Now Chanel is considering using an advertising agency for a global direct marketing account after reviewing how to reach customers. It is not known for below-the-line work in the UK.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here