Chanel extends youth brand Allure

Chanel is attempting to capitalise on the youth appeal of its Allure fragrance by using the brand as a launch pad for related products.

Three “Irresistible Allure” products – a fragranced hair-mist, moisturising skin spray and deodorant – will be launched under Allure umbrella branding.

Each product contains a lighter version of the Allure scent and is aimed at younger women.

The hair-mist, called Parfum Tendre pour les Cheveux, is Chanel’s first fragrance for hair and is a response to the trend towards non-permanent hair cosmetics, such as coloured hair mascara and glitter. It is Allure’s first limited edition product.

A Chanel spokeswoman comments: “All the products are aimed at a slightly younger market and are limited editions. Normally cosmetics appeal to younger consumers.”

Chanel’s drive to capture younger consumers through innovations in its cosmetics range (MW July 30 1998) continues with limited edition iridescent lip glosses and tinted nail varnishes – Levres Scintillantes and Vernis Cristallin – and a glitter body gel, called Sandales D’Or, which will be launched in May.

Last week, Chanel unveiled its first male fragrance for nine years – Allure Homme (MW March 4).

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