Perspective: Heart of Glass

Chanel No. 5's distinctive, timeless bottle

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Sometime around 1913, a skinny and salacious Coco Chanel took as her lover one Arthur Edward “Boy” Capel. The rich young Englishman’s sartorial tastes included a square-cornered whiskey decanter that impressed the young Coco—her designer’s eye keener by the day—as uniquely modern. Hold that thought for a moment. We’ll come back to it.

Nobody in marketing needs to be told about the importance of product consistency. It is why the Big Mac and fries you buy in Baltimore are going to taste the same as the ones dropped on your tray in Berlin or Bangkok.

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