Who did it and when did it start?
Perfumer: Jacques Polge
- Official release year: 1990
- The marketing and artistic designer responsible for the final positioning of the product, including the choice of name and advertising campaign: Jacques Helleu – Chanel's artistic director – is known to have been involved in the name decision.
The stages it went through before launching
- Initial name and concept as an interior project (Bois Noir)
- The project was initially titled Bois Noir (Black Wood) around 1987, and the name was used internally and occasionally in some exclusive Chanel boutiques in France.
- Bois Noir was available exclusively at select Chanel boutiques in Paris.
- Evaluation and feedback
- ICI project implementation then collected feedback from the internal and external market on the name Bois Noir and its composition.
- Some people have said that the name Bois Noir is not exciting enough for marketing, especially if the product is to be launched globally.
- Change name to Égoïste
- The name Égoïste was chosen because it is bolder and more appealing to the international market, and conveys a strong personality and a bit of arrogance—characteristics used in marketing men's fragrances.
- Chanel had to pay for the rights to use the name "Égoïste" from a photographic magazine of the same name , the official launch, and the massive marketing.
- The fragrance was officially launched in Europe in April 1990, then expanded to Japan, America and other markets.
- A very powerful advertising campaign was launched, titled “Le Carlton,” directed by Jean-Paul Goude , filmed in the desert near Rio de Janeiro, and a hotel facade was built that resembled the Carlton Cannes.
- The campaign used the music "Dance of the Knights" from the ballet Romeo and Juliet by Prokofiev, and the ad won the Gold Lion award at the Cannes Advertising Festival.
- Expanding and launching Flankers
- Following the release of the original Égoïste, the Égoïste Platinum version was produced in 1993 as a version geared towards a slightly more modern taste, and to renew market interest.
- Égoïste Cologne Concentrée was also released to target the American market and offer a “concentrated” version of the original scent.
- Changes or modifications over the years
- Like many vintage fragrances, the composition has been slightly modified over time depending on the availability of raw materials or legislation regarding certain ingredients. Some users notice differences between vintage and modern versions of Égoïste.
✅ Conclusion
Chanel Égoïste is not just a vintage men's fragrance that becomes a memory... rather, it is the result of a well-thought-out vision from Chanel:
- It started as an interior project (Bois Noir).
- Change the name and marketing to suit the global market.
- Powerful and innovative marketing campaigns were used to enhance the identity.
- Supplemented by sub-versions/flankers to suit different tastes and times.
- Finally, the fragrance is linked to a history, with its modifications, improvements and complete experience in the world of vintage perfumes.