Founded in Paris by Mademoiselle Gabrielle ‘Coco’ Chanel in 1910, the Chanel luxury brand stands as an illustrious pillar in the fashion world, known for its high quality, iconic status, timeless charm, and premium pricing, which all combine to create an emblem of excellence.
However, amidst the ever-evolving landscape of style and communication, can Chanel resonate with the ethos of the new generations? The Maison has attempted to engage younger audiences through Chanel Beauty, which offers a range of makeup and perfumes that are popular with today’s youth.
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Evidence of this outreach strategy manifested this March with the inauguration of a pop-up installation in Milan’s Brera district. The launch of this temporary space marked the beginning of a 13-day event, enticing the Chanel community to experience a journey inspired by the night hours and intricately intertwined with the allure of Chanel’s 8 Rouge Allure Velvet Nuit Blanche lipstick shades.
Let us now delve into all the significant initiatives Chanel Beauty has envisioned in their temporary store in Milan to connect with Gen Z. We will also recount the story of the pop-up experience and share insights from the students of Istituto Marangoni Milan who recently participated in the event.
Opening Doors for Future Generations: Step into the Newest Chanel Beauty Pop-Up in Milan
As we stepped inside the world enclosed within the Milanese Chanel Beauty pop-up, we embarked on a captivating journey through the eight hours of the night, each marked by a distinct shade of lipstick. Our journey began at the Chanel Day Store, where we were introduced to the 8 new shades of Rouge Allure Velvet Nuit Blanche. Moving forward, we explored Velvet Boulevard and its five meticulously crafted settings.
The Velvet Boulevard and its five distinct settings at the Chanel Beauty pop-up in Milan. Courtesy of Chanel
It all began with Drive, symbolising the hour of 1 in the morning. We were treated to an enchanting photocall, offering the perfect backdrop for a selfie surrounded by the atmosphere of the Rouge Allure Velvet Nuit Blanche collection advertising campaign.
A glimpse of Cinéma Le Luxor, meticulously crafted within the Chanel Beauty pop-up to evoke the atmosphere of a real cinema. Courtesy of Chanel
Our beauty journey continued at Cinéma Le Luxor, which was designed to replicate the ambience of an authentic cinema at two in the morning. Here, we had the opportunity to watch the new Rouge Allure Velvet Nuit Blanche ad featuring Margot Robbie as their ambassador.
From left to right, both on and behind the scenes within Cinéma Le Luxor. Courtesy of the author
A standout moment awaited us backstage within the cinema, where skilled beauty consultants worked their magic, transforming us into real divas while demonstrating the most fitting beauty products to elevate our looks.
The jazz bar known as Le Red Note, crafted within the temporary Milanese Chanel Beauty store. Courtesy of the author
Our expedition then took us to a jazz bar called Le Red Note, which was designed to recreate the atmosphere of 5 am. One of the most remarkable things about this visit was that instead of sipping real cocktails from glasses, we were able to immerse ourselves in the aromas of Chanel’s Allure fragrances and other iconic Chanel perfumes. This unique sensory experience was facilitated through a quiz, which assessed our demeanour, ranging from charismatic to visionary. Interestingly, several students, including myself, were captivated by the allure of the Allure scent.
The latest Chanel Beauty pop-up in Milan featuring a Gen Z-friendly recreation of a disco club
At 5 o’clock, we made our way to the Les Bains Rouges disco club, also known as Velvet, a venue meticulously arranged for capturing photos with friends in a genuinely Instagram-worthy and dazzling environment.
The disco club within the latest ephemeral Chanel Beauty store in the Brera district. Courtesy of the author
Is it 7 am already? Time flies! We got to Le Grand Allure Hotel within the Chanel Beauty pop-up in Milan. The key words? Pink, pink, pink! The room had a luxurious feel as if you were a movie star returning after the party or waking up in your suite. Visitors had the opportunity to indulge in a 15-minute makeup and skincare consultation for a moment of self-care and beauty.
The Chanel Night Store, featured within the Chanel Beauty pop-up. Courtesy of the author
Following the beauty consultations, we shopped for exclusive collections at the Chanel Night Store. The boutique was designed like a convenience store and featured specialised consultants who guided us through our ideal products.
Inside the Chanel Beauty Ephemeral Experience: Our Perspective as Gen Z
After immersing herself in the Chanel Beauty pop-up in Milan, a Fashion Business student from Istituto Marangoni reflected on her experience, emphasising Chanel’s aim to bridge the gap and connect with the upcoming generation.
“Younger individuals often perceive Chanel as somewhat removed from modern trends. However, through this pop-up, featuring diverse environments ranging from cinema to disco, the fashion house aimed to resonate with the new generations,” said Martina Montico, a third-year Fashion Business student from Istituto Marangoni Milano.
The Chanel Beauty Factor: Bridging Generations with Youth-Adored Ambassadors and Campaigns
When browsing the Chanel Beauty Instagram page, it’s evident that the brand frequently features ambassadors and models who resonate with young audiences.
Minji, a member of the South Korean girl group New Jeans, was recently shown getting her makeup done for the Chanel Spring-Summer 2024 Haute Couture show.
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In addition, the latest campaign for the Chance fragrance exudes the joyful and playful vibe of a carnival, with each fragrance reflecting different facets of the girls’ personalities.
Chanel Beauty’s focus on youth makes us wonder whether the brand is adopting a similar approach for its ready-to-wear and couture divisions, with an eye on tomorrow’s customers, including Generations Z and Alpha. Undoubtedly, Coco Chanel’s legacy remains relevant today, as evidenced by ongoing exhibitions and her portrayal in recently released fashion-centric TV series that have already garnered a cult following among the younger demographic.
Lucrezia Spina
MA alumna in Fashion Omnichannel & E-Commerce, Milan
