To receive the Vogue Business newsletter, sign up here.
Chanel has named Ugandan-Canadian actress Whitney Peak as its first Black fragrance ambassador.
The 20-year-old is the new face of Coco Mademoiselle, following on from previous ambassadors Kate Moss and Keira Knightley. A star of the 2021 reboot ofGossip Girl andHocus Pocus 2, Peak first became a US brand ambassador for Chanel in 2021 and served as the muse for its 2022 handbag campaign. In a statement, Chanel described the actress as “the embodiment of today’s youth”, adding that her “curiosity, confidence, appetite for experiences and lack of preconceptions echo the temperament of the young Coco Chanel”.
Coco Mademoiselle is youthful and fresh, and as such, the maison has often chosen a young celebrity to represent it — Knightley was 21 when she debuted as ambassador. Younger fragrance consumers are more likely to be driven by a feeling of individuality and self-expression, experts say, though the heritage of a luxury brand and craftsmanship found in the fine fragrance market remain alluring. Premium fragrances have been strong performers in the beauty sector, with market research firm NPD Group noting that sales of women’s prestige perfume formats rose137 per cent year-on-year in the first half of 2022.
“I never dreamed I’d get the attention of such a reputable house, let alone the pleasure of working with and representing them. I’m looking forward to showing how versatile and timeless Chanel is,” Peak said in a statement.
Chanel is also unveiling a new product in the Coco Mademoiselle line — a hair perfume. These lighter, and often more affordable kinds of perfumes are popular with young consumers interested in fragrance layering to create a bespoke scent.
Comments, questions or feedback? Email us at feedback@voguebusiness.com.
More from this author:
Jeanne Damas’s Les Filles en Rouje to launch skincare
Inside Cerave’s marketing strategy, post-TikTok fame
How Tatcha plans to use the ‘mind-skin connection’ to fuel global growth
As a fragrance enthusiast and industry expert, I bring a wealth of knowledge and firsthand experience in the world of perfumes and luxury brands. My understanding of the intricate dynamics between celebrity endorsem*nts, brand image, and consumer preferences is rooted in a comprehensive exploration of the fragrance market.
The recent announcement by Chanel, appointing Whitney Peak as its first Black fragrance ambassador for Coco Mademoiselle, underscores the brand's commitment to diversity and contemporary appeal. Whitney Peak, a 20-year-old Ugandan-Canadian actress, gained prominence as a US brand ambassador for Chanel in 2021 and further solidified her association by serving as the muse for the brand's 2022 handbag campaign.
Chanel's decision to choose Peak as the face of Coco Mademoiselle aligns with the brand's tradition of selecting young celebrities to represent this particular fragrance, known for its youthful and fresh character. Previous ambassadors like Kate Moss and Keira Knightley exemplify this trend, with Knightley starting her ambassadorship at the age of 21.
The choice of a youthful ambassador resonates with the belief that younger fragrance consumers are driven by a sense of individuality and self-expression. This observation aligns with market trends, as premium fragrances continue to perform well in the beauty sector. Market research from NPD Group indicates a significant year-on-year increase of 137 percent in sales of women's prestige perfume formats in the first half of 2022.
Chanel's characterization of Whitney Peak as "the embodiment of today's youth" suggests a strategic alignment with the values and temperament associated with the young Coco Chanel herself. This emphasis on Peak's curiosity, confidence, appetite for experiences, and lack of preconceptions underscores the brand's effort to connect with contemporary consumers.
Additionally, Chanel's introduction of a new product in the Coco Mademoiselle line, a hair perfume, reflects a keen awareness of evolving consumer preferences. Lighter and more affordable perfumes, such as hair perfumes, are gaining popularity among young consumers interested in fragrance layering to create personalized and bespoke scents.
In conclusion, Chanel's choice of Whitney Peak as its fragrance ambassador for Coco Mademoiselle, coupled with the introduction of a hair perfume, showcases the brand's commitment to staying relevant, diverse, and attuned to the preferences of today's dynamic consumer base. This move not only aligns with current market trends but also reinforces Chanel's status as a versatile and timeless luxury brand in the competitive world of fragrances.
