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.