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Hello, communicators:
Several influencers are criticizing luxury fragrance brand Chanel for releasing a pricey Christmas advent calendar, shaped like the company’s iconic Chanel No.5 perfume bottle, which they say contains cheaply made branded items like stickers and a keychain. TikTok influencer Elise Harmon, who unboxed the advent calendar live on the platform, claimed she was blocked by the brand after her review:
“This controversy is a bit of a shame because it was not what Chanel intended,” Chanel president of fashion Bruno Pavlovsky told Women’s Wear Daily. “Chanel thought it would please some of its customers by offering this type of product. Evidently, we see that you have to be careful and therefore, in future, we will certainly be much more cautious.”
Despite Chanel’s mea culpa, Harmon’s review of the advent calendar spread across YouTube and Instagram among influencers and industry observers. In another TikTok video, Harmon identified the brand’s PR failure as a disconnect with younger audiences:
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