JACIII Vol.15 No.4 pp. 460-464
doi: 10.20965/jaciii.2011.p0460


Chanel’s Strategy of Communication Tools and Packaging for its Beauty Products

Shin’ya Nagasawa and Kana Sugimoto

Graduate School of Commerce, Waseda University, 1-6-1 Nishi-Waseda, Shinjuku-ku, Tokyo 169-8050, Japan

January 7, 2011
March 1, 2011
June 20, 2011
luxury brand, Chanel, communication tool, packaging, beauty product
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.
Cite this article as:
S. Nagasawa and K. Sugimoto, “Chanel’s Strategy of Communication Tools and Packaging for its Beauty Products,” J. Adv. Comput. Intell. Intell. Inform., Vol.15 No.4, pp. 460-464, 2011.
Data files:
  1. [1] Nikkei Marketing Journal, June 26, 2006. (in Japanese)
  2. [2] J. Herlihy, “CHANEL 2004 Company of the Year: Excellence in Packaging,” Beauty Packaging Magazine, January/February 2005.
  3. [3] Magazine House, Website of “Web Da Capo.”
  4. [4] Kokusai Shogyo (International Business), pp. 100-103, April 2007. (in Japanese)
  5. [5] Nikkei Marketing Journal, August 19, 1999. (in Japanese)
  6. [6] Kokusai Shogyo, ibid.
  7. [7] J. Herlihy, ibid.
  8. [8] D. Bott, “Chanel: Collections and Creations,” Thames & Hudson, 2007. (Mariko Takahashi trans., Kodansha, p. 139, 2007. (Translated in Japanese))
  9. [9] J. Naughton, E. Groves, and M. Prior, “Cosmetics Creators Depart Chanel,” WWD, Vol.194, Issue 88, p. 9, Oct. 25, 2007.
  10. [10] Nikkei Marketing Journal, July 19, 2006. (in Japanese)
  11. [11] Nikkei Marketing Journal, op. cit.
  12. [12] S. Nagasawa (Ed.) and K. Sugimoto, “CHANEL Strategy – Management of the Ultimate Luxury Brand –,” Toyo Keizai Shinposha, 2010. (in Japanese)

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