Seventeen years since Chanel released Coco Mademoiselle, the fragrance that scented many a woman’s youth, the French fashion house launches Coco Mademoiselle Intense. A darker, more mature version of the classic comes with it an advertising campaign featuring Keira Knightley, who has been the face of the original fragrance for the past ten years.
Having smelled the new juice, Bazaar can confirm that wearers of the original will be transported back to the first time they wore it – but it does have a twist.
Chanel’s in-house perfumer-creator Olivier Polge–son of Jacques, the nose behind Coco Mademoiselle–says of his creation: “I wanted to remain close to the original formula, while giving it a whole new dimension. I wanted to increase the proportions of fractionated patchouli, push it to the limit – unleash its power on the skin without altering the freshness of the top notes.”
Though Intense is a more mature take on the original, the accompanying advertising campaign is as playful as we’ve come to expect, with Knightley frolicking around in a Parisian townhouse and dealing with the aftermath of a particularly raucous looking party. The video was shot by Swedish director Johan Renck.
Thanks to the actress’ decade-long relationship with the fragrance (she was just 22 when first cast as the face of the scent in 2007, and will be turning 33 next month), Knightley is now synonymous with Coco Mademoiselle – thanks in no small part to the success of the commercials and her interpretation of the mysterious, coquettish protagonist.
The follow up, She’s Not There, came in 2014 – again directed by Wright – and saw Knightley driving a boat down the Seine. It had more than 13 million views on YouTube alone.
All three mini films feature a love interest and all end in a similar way – with Knightley’s character leaving the handsome man, armed only with her fragrance. Because what more does a woman need?
Watch the new Coco Mademoiselle Intense commercial below:
Chanel Coco Mademoiselle Intense Eau de Parfum launches nationwide on 1st March.
From: Harper’s BAZAAR UK