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CHANEL’S DAY: The city of New York has declared today as Chanel No.5 Day and Saks Fifth Avenue is debuting the brand’s new TV campaign, with Audrey Tatou, on monitors placed in all 17 of the flagship’s display windows. Temporary street signs stand outside the store, renaming Fifth Avenue as Avenue No.5 for this week; a new 2.5-oz. size of Chanel No.5 Eau Premier, a recent interpretation of the fragrance, is being sold at Saks exclusively for $88 a bottle, and makeup artist events are being staged in the store to help customers achieve the red-lipped and other cinematic effects that Tatou sports in the Chanel commercial and in an upcoming biographic film.
The company zeroed in on May 5 because of the corporate folklore surrounding the naming of Chanel No.5. As the story goes, Madame Chanel received the fifth, and winning, submission from perfumer Ernest Beaux on the fifth day of the fifth month of the year.