Cosmetics International, June 10th, 1990
Chanel Launches Egoiste To launch a new men's fragrance, or even relaunch an old one (Bois Noir) by updating it with a new name (Egoiste) is no mean task. Chanel, however, has proved it can be done and has succeeded in a most spectacular way. This celebrated fragrance house has not called upon the services of extensive publicity - like Guerlain did for the launch of Samsara. Chanel has no need to for its strength lies in its luxurious, exclusive and elegant image. So why did they choose the name Egoiste? To this Chanel replies that `egoiste' is an internationally understood word which has n...
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