Bleu de Chanel

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Bleu de Chanel (literally translated as "Chanel's Blue" or "Blue Chanel") is a men's fragrance created by Jacques Polge for the French fashion brand Chanel in 2010.[1] It was the first men's fragrance released by the brand since Allure Homme Sport in 2004, and their first men's masterbrand since Égoïste was introduced in 1990.[2] The original fragrance is an eau de toilette;[3] the 2014 eau de parfum version was also created by Jacques Polge,[4] and the 2018 parfum version was created by his son, Olivier Polge.[5] French actor Gaspard Ulliel was chosen as the first ambassador for Bleu de Chanel in 2010 and remained as the face of the fragrance for twelve years, until his death in January 2022.[6][7]

Release and advertising[change | change source]

French actor Gaspard Ulliel was announced as the first ambassador of Bleu de Chanel on 16 February 2010,[8][9] becoming Chanel's first male ambassador.[6] A television commercial filmed in New York City premiered online on 25 August 2010 and was later released on TV in September 2010.[10] It was directed by Martin Scorsese and starred Ulliel and Ingrid Sophie Schram. In the commercial, Ulliel played a young filmmaker in the middle of a press conference who sees his ex-girlfriend (Schram) among the journalists and remembers the past and the beginning of their relationship, until he says: "I'm not going to be the person I'm expected to be anymore", gets up and leaves the room. The video also featured The Rolling Stones' song "She Said Yeah".[11]

Chanel's American chief operating officer John Galantic noted that the selection of "the quintessential American film director" Scorsese was intended to create "a product and brand communication uniquely tailored to the American market," where the brand's men's fragrance business was not fully developed.[2]

The fragrance was released in stores on 13 September 2010.[12]

On 5 February 2015, a new commercial starring Ulliel was released.[13] Directed by James Gray, it was filmed in Los Angeles and featured Jimi Hendrix's cover of Bob Dylan's song "All Along the Watchtower".[14][15]

British filmmaker Steve McQueen directed a new commercial for Bleu de Chanel released on 1 June 2018. Shot in Bangkok,[16] it also included underwater scenes filmed in London.[17][18] It featured Ulliel crossing the city looking for a woman (played by German model Nur Hellmann)[19] he saw in a building in front of his while David Bowie's "Starman" plays in the background.[17]

Ulliel was the face of Bleu de Chanel for twelve years, until his death on 19 January 2022.[7] When he died, Chanel's official Instagram and Facebook pages shared a tribute to him.[20] Chanel also paid tribute to Ulliel during their Spring/Summer 2022 Haute Couture show at the Paris Fashion Week on 25 January 2022. A model dressed as a bride finished the show by carrying a bouquet of camellias—Coco Chanel's favorite flower—tinted midnight blue as a nod to Ulliel and the Bleu de Chanel perfume.[21]

On 2 June 2022, Chanel released the first commercial for Bleu de Chanel without Gaspard Ulliel. In the new commercial titled "Instinctive and Electric", a drummer (played by musician Vincent Girault aka De La Romance)[22] plays along with "Fire" by Jimi Hendrix while lights throughout the city start to flicker to the beat and a mysterious woman shows the city to him.[23]

Awards[change | change source]

Year Ceremony Award Result
2011 Fragrance Foundation Awards Best New Male Fragrance Won[24]
2015 Canadian Fragrance Awards Best Full-Market Launch – Men's Won[25]
2019 Fragrance Foundation Awards Fragrance of the Year – Men’s Luxury Won[26]
Media Campaign of the Year – Men's Won[26]

References[change | change source]

  1. "'Bleu de Chanel' channels strength and elegance in new Parfum-strength fragrance". Fashion Network. 29 May 2018. Retrieved 21 June 2020.
  2. 2.0 2.1 Naughton, Julie (16 July 2010). "Chanel To Launch New Men's Masterbrand". Women's Wear Daily. Retrieved 21 June 2020.
  3. "Bleu de Chanel cologne – a fragrance for men 2010". Fragrantica. Retrieved 21 June 2020.
  4. "Bleu de Chanel Eau de Parfum Chanel cologne – a fragrance for men 2014". Fragrantica. Retrieved 21 June 2020.
  5. "Bleu de Chanel Parfum Chanel cologne – a fragrance for men 2018". Fragrantica. Retrieved 21 June 2020.
  6. 6.0 6.1 "Gaspard Ulliel: Chanel's first 'male muse'". Gulf News. 6 October 2010.
  7. 7.0 7.1 Zhang, Tianwei (19 January 2022). "French Actor, Face of Chanel Perfume Gaspard Ulliel Has Died". Women's Wear Daily.
  8. "Martin Scorsese to direct Chanel fragrance ad". British Vogue. 16 February 2010.
  9. Lanktree, Laura (17 August 2010). "Q&A: Gaspard Ulliel for Chanel Bleu". Flare.
  10. Grinnell, SunHee (23 August 2010). "Scorsese Dons Chanel". Vanity Fair.
  11. Naughton, Julie (16 February 2010). "Scorsese Directs Chanel TV Campaign". Women's Wear Daily. Retrieved 22 June 2020.
  12. Balestriero, Rita (6 September 2010). "Bleu de Chanel". Vogue Italia.
  13. "Gaspard Ulliel in a vertigo in the new Bleu De Chanel film". Vogue India. 5 February 2015.
  14. "CHANEL Le Bleu by James Gray". Vimeo. 4 August 2016.
  15. "James Gray directs the latest Chanel Bleu campaign". Fashion Network. 2 February 2015.
  16. "Bangkok — and Bowie's 'Starman' — star in new Chanel commercial (VIDEO)". Coconuts Bangkok. 4 June 2018.
  17. 17.0 17.1 "Bleu de Chanel". Numéro Thailand. 5 June 2018.
  18. Minthe, Caterina (28 May 2018). "Dive Deep with the Latest Chapter of Bleu de Chanel". Vogue Man Arabia.
  19. "Nur Hellmann - Model Profile". Retrieved 23 January 2022.
  20. "It is with deep sadness that we learned of Gaspard Ulliel's passing..." Instagram. 19 January 2022.
  21. Périer, Marie (25 January 2022). "Le bouquet de la mariée Chanel haute couture rendait hommage à Gaspard Ulliel". Vogue France (in French).
  22. "Bleu de Chanel 2022 – Instinctif et Électrique". Packshotmag (in French). 8 June 2022.
  23. "BLEU DE CHANEL. Instinctive and Electric - CHANEL Fragrance". YouTube. 2 June 2022.
  24. "Previous Winners of The Fragrance Foundation Awards UK". Fragrance Foundation Awards. Retrieved 16 February 2022.
  25. "Winners of the 2015 Canadian Fragrance Awards". Cosmetics Magazine. 24 April 2015.
  26. 26.0 26.1 "2019 Winners - The Fragrance Foundation Awards". Fragrance Foundation Awards. Retrieved 16 February 2022.