Why Brad Pitt is doing a (usually) womans job for Chanel No. 5
Brad Pitt is the new face of Chanel No. 5, making it the first time the frangrance for independent women has been fronted by a man.
Special to the StarAshante Infantry Business Reporter
Coco Chanel famously put women in bell bottom pants, and now the influential designers label is once again tinkering with the genders, employing a man for the traditionally female role of marketing its iconic perfume.
Chanel has selected world renowned actor Brad Pitt to be the face of the upcoming advertising campaign for Chanel N5, the French fashion house announced on Twitter Thursday after days of speculation.
The American actor is reportedly in London this week shooting his first ads for the brand celebrating its 90th year. He becomes the first male, after a long line of actresses including Marilyn Monroe, Catherine Deneuve and Nicole Kidman, to front the fragrance.
Its a bold move, but Kristina Matisic, co-host of WTNs Anna & Kristinas Beauty Call, is surprised it hasnt happened before now.
Especially for a brand like Chanel and their perfumes, it has always been about fantasy marketing, and clearly Brad Pitt falls into the female fantasy realm, she said. Youre going to wear this fragrance, and youre going to have this life, youre going to jet set around Paris, and youre going to have this amazing guy, and heres the gu! y right in front of you.
The oversaturated fragrance industry requires daring, said DeGroote School of Business marketing professor Mandeep Malik.
As these new entrants come into the market place they chip away at the stranglehold of the share that brands like Chanel No. 5 had for decades, he said. This is a very smart move. With the worldwide buzz and chatter, the Brad Pitt sign up has already paid off. The brand impressions they will get long after they release the first ad, which people will critique as well, will be worth millions of dollars. And without getting Angelina Jolie, theyre sort of bringing her shadow onto the brand as well.
And George Clooney-lite, renaissance man Pitt is a winning choice, said experts.
Hes a very powerful spokesperson, said Robert Ott, chair of Ryerson Universitys School of Fashion. He is very authentic. He doesnt appear to be fake; I mean, hey, its all still manufactured, but men and women can identify with him. He admits to his flaws. He seems accessible. Hes a family type of individual. Gosh, hes living with one of the most beautiful women in the world; again, someone who is not necessarily perfect.
Glamorous, modern and classy, Pitt, 48, embodies todays masculinity, but he also has a very strong feminine side, added HEC Montral marketing professor Marie-Agns Parmentier. Its also a pretty good deal for him, because now clearly the man can do everything even endorse the most iconic female fragrance in history.
But its bittersweet to see a perfume meant to epitomize the liberated, flapper spirit of the 1920s helmed by a man.
Well, its not great news for working models; they have already been in a struggle with actresses, added Parmentier. These are clearly lucrative contracts that should go first and foremost to models because its their main job. Now they have to worry about male actors as well.
Still, if you are that independent woman, that strong, setting-and-blazing-your-own-path kind of person and brand, which Chanel No. 5 ha! s been, then Brads your guy, Malik said.
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