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
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.
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