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Chanel has named Ugandan-Canadian actress Whitney Peak as its first Black fragrance ambassador.
The 20-year-old is the new face of Coco Mademoiselle, following on from previous ambassadors Kate Moss and Keira Knightley. A star of the 2021 reboot of Gossip Girl and Hocus Pocus 2, Peak first became a US brand ambassador for Chanel in 2021 and served as the muse for its 2022 handbag campaign. In a statement, Chanel described the actress as “the embodiment of today’s youth”, adding that her “curiosity, confidence, appetite for experiences and lack of preconceptions echo the temperament of the young Coco Chanel”.
Coco Mademoiselle is youthful and fresh, and as such, the maison has often chosen a young celebrity to represent it — Knightley was 21 when she debuted as ambassador. Younger fragrance consumers are more likely to be driven by a feeling of individuality and self-expression, experts say, though the heritage of a luxury brand and craftsmanship found in the fine fragrance market remain alluring. Premium fragrances have been strong performers in the beauty sector, with market research firm NPD Group noting that sales of women’s prestige perfume formats rose 137 per cent year-on-year in the first half of 2022.
“I never dreamed I’d get the attention of such a reputable house, let alone the pleasure of working with and representing them. I’m looking forward to showing how versatile and timeless Chanel is,” Peak said in a statement.
Chanel is also unveiling a new product in the Coco Mademoiselle line — a hair perfume. These lighter, and often more affordable kinds of perfumes are popular with young consumers interested in fragrance layering to create a bespoke scent.
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