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Chanel N°5 : social listening analysis using Digimind

Dernière mise à jour : 30 nov. 2021

In this articles we will analyze the Chanel N°5 achievements in the last years with the following indicators through Digimind.

Some famous pieces leave their mark on a history brand, and it is undoubtedly is the case for the N°5 composed by Ernest Beaux for Gabrielle Chanel. One of the first buzzes, Chanel N°5, has become a global success and remains the most famous perfume number globally.

In the last few years, the perfume has been mentioned positively by many authors and generated a lot of views and mentions. The audience is predominantly between 26-40 years old and is slightly more female.


Officially, Gabrielle Chanel launched the N°5 during a parade organized on May 5, 1921, that is to say, 100 years ago on 05/05/2021 explaining the "peak" of mentions at this period.



For its 100th birthday, the Chanel brand has made an ode to Chanel N°5 with a jewellery collection of 123 pieces that showcase the different aspects of the perfume, from the bottle to the scent to pay it tribute. The director of Jewelry Creation at CHANEL, Patrice Leguéreau, created the Collection N°5 with a necklace set with a 55.55-carat diamond.


Created in 1921, the N°5 was a real olfactory revolution and became the best-selling perfume in the history of perfumery. As early as 1937, Coco was the first ambassador photographed near the fireplace of her Ritz suite in an advertising campaign for the American magazine Harper's Bazaar. Maison CHANEL maintains Coco's heritage and associates its fragrance with international stars in the service of the image of the timeless N°5 by designing its commercials as short films directed by renowned directors.With Digimind we can see the interest of a large audience (2M) and mesure the importance of the many celebrities who represented the fragrance like Catherine Deneuve, Nicole Kidman, Audrey Tautou and the only man in the saga Brad Pitt.

Among the mythical collaborations that between Chanel and Marilyn Monroe is legendary, fascinates several authors and reach a large amount of people in a positive way (71%).

In 1952, Hollywood star Marilyn Monroe told a Life Magazine reporter that she wore "a few drops of No.5" to sleep. These words become a great advertising slogan worth gold for the house of CHANEL and its N°5, which thus attains the status of a cult object. The N°5 definitely entered the legend when the photographer Ed Feingersh immortalized the star with the famous bottle at home. At the time, the actress was a regular Chanel customer, as evidenced by invoices in her name kept in the house's archives.



More than thirty years after her disappearance, the luxury house brings Marilyn Monroe back to life by playing with the myth of the American star.





Carole Bouquet transforms into Marilyn Monroe, to the tune of "I want to be loved by you". The spot produced by Jean-Paul Goude is a technical feat requiring hours of exposure calculated to the nearest millimetre.


In 2013, the Marilyn myth was revived again thanks to the unpublished vocal recording dedicated to the promotion of the film "Let's make love" with the journalist George Belmont. In it the actress reveals the truth about her cult quote by indicating that she only wears perfume N ° 5 for sleeping "because it's the truth ... You understand, I'm not going to say naked!" But it's the truth ! ".


Even today, we still speak of this perfume as the one "of Marilyn Monroe". With the film Marylin et N°5 composed of an overlay of archive images of the actress, her own voice for the only soundtrack and this small detail on the intimacy of the star, the film makes thousands of people fantasize especially men around the world. At least that's what many men ask perfume vendors (interview) and what the "gender" and "emojis" analysis also shows on Digimind. Here is the range of emotions used on social media regarding the "N°5 Marilyn Monroe".

Also, it is interesting to have a glimpse of the keywords revolving around social median regarding the Chanel N°5. Indeed, the seamstress is featured in the Interests about Chanel N°5 with "cocochanel", "gabriellechanel", or "espritdegabrielle".

When the N°5 is created in 1921; it is a real olfactory revolution and reflects the spirit of "Coco". By marketing perfume N°5 amid the Roaring Twenties, Mademoiselle Chanel became the first woman at the head of a fashion house to launch her perfume. She is a timeless icon and still inspires today. In 2020, the Palais Galliera, the fashion museum of the City of Paris, presents the first retrospective in France of the extraordinary seamstress.

The exhibition explores her journey, displays photographic portraits, deciphers her dress codes and shows how the seamstress has embodied her brand. One room is dedicated to the created N°5 and is represented as a quintessential spirit of "Coco" Chanel. The exihibition was extended until 07/18/2021.



As illustrated via the Digimind tool, articles indicate Coco Chanel's relationship with famous innovative artists of the post-war years like Stravinsky. In 1921, the perfume expressed this aspiration for absolute modernity in an abundant artistic environment.


Gabrielle Chanel is an emancipation manifesto of incredible modernity and remains a controversial businesswoman for her decisions to use the Nazi Aryanization policy to own the Chanel Perfume Company and then threaten the Wertheimer family. Indeed, on Digimind, we can read articles related to his involvement with Germans during the "occupation". His romantic relationship with the German spy Von Dincklage has since been firmly critized.

After her death, many still accuse Coco Chanel of anti-Semitism, which prompts the Chanel group to minimize the claims by playing on the fact that a "part of the mystery" concerning the role of the dressmaker remains.

Despite the "shadow areas", Gabrielle Chanel, alias Coco has revolutionized the fashion world with her numerous creations, her business choices, her artistic and romantic relationships. Gabrielle was a fashion visionary as well as for the N°5 who knew how to maintain her legend.


Thanks to these many muses, including Marilyn Monroe, N°5 reached the status of a cult object. The CHANEL group is now reappropriating history to show us that N°5 has its perfect muses and fascinates. The house will preciously keep in its heritage and even created the first and unique piece of jewellery dedicated to a perfume, the Collection N°5, for its 100th birthday.


Flore Brault Custot

26/11/2021

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