Chanel No. 5, one of the most beloved and best-selling fragrances in the world (one bottle is sold every 30 seconds), is threatening to leave Grasse, dubbed the perfume capital of the world, and the historic French Provence site where the brand grows its flowers unless plans for a high-speed train rail are dropped.
In an open letter to the planners of this construction, a $7 billion high-speed rail line called the Train à Grande Vitesse (TGV), the brand made it abundantly clear that the building of the viaduct would not be tolerated. “The construction of a viaduct and the regular passage of high-speed trains over these fields of flowers would force Chanel to cease supporting its artisanal activities in the region,” the label stated, insinuating that the signature scent would either have to find a new home or quit production all together.
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The Telegraph reports that every 30 milliliter bottle of the classic No. 5 scent contains 1,000 jasmine flowers and a dozen May roses grown close to its perfumery in Grasse. Chanel has grown its chief flowers in this corner of Provence for the last 30 years, and today grows around 30 acres of essential blooms. Although France’s SNCF railway company is pushing to create the new rail line because the region “cannot afford to remain isolated in an increasingly interconnected European area,” Chanel stands firm in its fight against the production, asserting that the flowers grown in the region are “unique and exceptional”, later explaining the quality of the flowers harvested there are “indispensable to the creation of Chanel perfumes.”
Created in 1921 by the famous Coco Chanel who yearned for a “woman’s perfume with a woman’s scent”, the fragrance quickly came to symbolize the modern, chic and liberated female. While we can’t picture an elegant vanity without the picturesque glass bottle present, we admire Chanel’s passion for quality the brand has come to be known for. Stay tuned to NewBeauty.com for more updates.
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