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City of Grasse: Chanel buys jasmine fields to ensure its mythical perfume existence

City of Grasse: Chanel buys jasmine fields to ensure its mythical perfume existence

Chanel has decided to invest in flower fields in Grasse to secure its supply of jasmine and other flowers that make up its legendary N°5 perfume.

 

The luxury group has acquired an additional 10 hectares of land, bringing to 30 the number of hectares operated in partnership with a local family near Grasse, known for its fields of flowers used to make exceptional perfumes.

 

The harvest, which runs from July to October, is done by the Mul family, which has been growing perfume plants since 1840 and exclusively for the Chanel house since 1987.

 

Since 2018, the know-how related to perfume in the Grasse region has been classified as intangible cultural heritage of humanity by UNESCO. But the annual production of jasmine has declined significantly since the 1980s. That’s why Chanel decided to invest in preserving this very important ingredient in the composition of Chanel N°5, or more precisely in the extract of N°5, its most concentrated version.

 

Born in 1921, Chanel N°5 is composed of 80 ingredients, and is still a best seller today, alongside Coco Mademoiselle and Chance.

 

See Also

Featured Photo : © Getty Images

 

Read Also > [LUXUS+ MAGAZINE] A BRIEF HISTORY OF LUXURY: ONE HUNDRED YEARS AGO CHANEL N°5 WAS BORN

 

 

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