Chanel's strategy of communication tools and packaging for its beauty products

Shin'ya Nagasawa, Kana Sugimoto

Research output: Contribution to journalArticle

1 Citation (Scopus)

Abstract

This paper views Chanel as a technology management company in order to point out its distinguishing characteristics. Technology management refers to business management conducted around sophisticated technological expertise. Although Chanel was a latecomer to the cosmetic business, Chanel's commitment to technology and innovation is apparent in its establishment of its own laboratory. This commitment will be considered through its cosmetics business as follows. (1) Communication tools: Counseling by Beauty Advisors (BA), Customer Relationship Management (CRM), and development of sampling devices (blotter and olfactive bar). (2) Packaging: Unified packaging worldwide, use of new materials, and packages exuding a luxury feel.

Original languageEnglish
Pages (from-to)460-464
Number of pages5
JournalJournal of Advanced Computational Intelligence and Intelligent Informatics
Volume15
Issue number4
DOIs
Publication statusPublished - 2011 Jun

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Keywords

  • Beauty product
  • Chanel
  • Communication tool
  • Luxury brand
  • Packaging

ASJC Scopus subject areas

  • Human-Computer Interaction
  • Computer Vision and Pattern Recognition
  • Artificial Intelligence

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