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In the US, the sale of Chanel No. 5 was promoted at perfume counters in high-end department stores. The Galeries Lafayette was the first retailer of the fragrance in Paris. In France itself, Chanel No. 5 was not advertised until the 1940s. [2]: 111–113 The first solo advertisement for Chanel No. 5 ran in The New York Times on 10 June 1934.
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Chanel (/ ʃ ə ˈ n ɛ l / shə-NEL, French: ⓘ) is a French luxury fashion house founded in 1910 by Coco Chanel in Paris.It is privately owned by French brothers, Alain and Gérard Wertheimer, through the holding company Chanel Limited, established in 2018 and headquartered in London.
The company undertook an aggressive advertising program in newspapers, magazines and by radio on a nationwide basis. In 1923 it advertised its products at an expense of $143,000.00 with an increase each year, and by 1936 it expended more than 1.5 million dollars. During those years its sales were in excess of thirty six million dollars. [3]
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The result was L' Aimant (Coty, 1926), which initially indeed threatened the success of Chanel Nº 5. L' Aimant was a near copy of Nº 5, but Perfumes Chanel avenged this by hiring Jean Helleu, the designer of the first L' Aimant bottle, and in copying his design for the flacon of Chanel Nº 5. [24]