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

Shin'ya Nagasawa; Kana Sugimoto

doi:10.20965/jaciii.2011.p0460

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

Shin'ya Nagasawa^*, Kana Sugimoto

^*Corresponding author for this work

Graduate School of Business and Finance

Research output: Contribution to journal › Article › peer-review

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 language	English
Pages (from-to)	460-464
Number of pages	5
Journal	Journal of Advanced Computational Intelligence and Intelligent Informatics
Volume	15
Issue number	4
DOIs	https://doi.org/10.20965/jaciii.2011.p0460
Publication status	Published - 2011 Jun

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

Abstract

Keywords

ASJC Scopus subject areas

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