Chanel buys fields of jasmine to ensure existence of Chanel No. 5 secure

Hardly any other fragrance has achieved such cult status as Chanel No. 5. The perfume, which celebrates its centenary this year, was the first fragrance developed by Coco Chanel.

It was also the first abstract fragrance in the world to combine more than 80 ingredients in a complex, multi-layered process. Aldehydes were even used to intensify the fragrances and give the floral notes an ethereal character.

This gave the Charleston-dancing ladies of the ‘Roaring Twenties’ their own fragrance, which embodied the spirit of optimism and zest for life of the time. This association has persisted to this day, which explains why the fragrance is still so popular today – according to NPR News, a bottle of Chanel No. 5 sold.

Chanel expands flower fields in southern France

However, all of this is at stake if the luxury company fails to continue sourcing the ingredients for its most famous product – especially the flowers of roses, ylang-ylang, jasmine, lily of the valley and iris. After all, perfumes are an important part and growth branch of the company.

That’s why Chanel has invested in more land in the south of France to continue growing the five types of flowers that are particularly important for its fragrances and are hand-picked once a year.

The luxury group has been cultivating 20 hectares in partnership with a family business near the town of Grasse, which is known for its flower fields, since the late 1980s and, according to Reuters, recently announced that it had acquired another 10 hectares (100,000 square meters) of land.

It was no coincidence that the French Riviera was chosen, as the jasmine grown in Grasse has a special scent, which is why the region has been a center of perfume since the 17th century and is also home to the International Perfume Museum.

Chanel’s jasmine harvest was not affected too much by the corona pandemic, as workers are outdoors.