Shin°«ya Nagasawa and Kana Sugimoto
This paper views Chanel as a technology management company in order to point out its distinguishing characteristics. Technology management refers to business management conducted around sophisticated technological expertise. Although Chanel was a latecomer to the cosmetic business, Chanel°«s commitment to technology and innovation is apparent in its establishment of its own laboratory. This commitment will be considered through its cosmetics business as follows. (1) Communication tools: counseling by Beauty Advisors (BA), Customer Relationship Management (CRM), and development of sampling devices (blotter and olfactive bar). (2) Packaging: unified packaging worldwide, use of new materials, and packages exuding a luxury feel.
Keywords: luxury brand, Chanel, communication tool, packaging, beauty product