Chanel, Mugler… which train would you catch?

At Luxury Activist we realized that Trains and Fragrances are very linked. Not that trains smell or that Fragrances look like trains, but we realized that 2 of the market leaders in the fragrance business decided to use a similar story to illustrate their iconic fragrance: a train travel.

The First one was Chanel with it’s famous N.5. We can see a very elegant film in which a woman takes a train and lives an intense adventure, mostly thanks to the fragrance.  The second one is Thierry Mugler who basically does the same for it’s iconic Angel Fragrance. Of course the 2 brands are different so the execution is different. But we can really ask ourselves why trains?

Here below are some differences and similarities between the 2 movies.

– Both have a woman, Audrey Tautou for Chanel and Eva Mendez for Mugler.










– Both have a trip in a train. Chanel is about the Orient express and a nostalgia hint, very elegant, classy and timeless. Mugler has a futuristic Fast train. Everything is very edgy, modern and almost in a science-fiction context.
















The Chanel woman is late, so she runs to catch her train. The Mugler woman looks a little more organized as she is calmly waiting for her train on the platform.
















– Both are alone in their cabins and experience an intense emotion thanks to the fragrance.















–  In the Chanel story there is a man, so a status of seduction and desire. In the Mugler story, no room for men, it is just a strong story between women and their fragrance.
















– In both stories, it is important to show that our 2 heroines get out of the train. It seems it is important to show that.
















Here are the 2 advertising films, so you can judge:

CHANEL N5 with Audrey Tautou


Here are 2 of the most important fragrances in the feminine market, playing on the same creative idea. So if you had the choice and some holidays, which train would you catch?

José Amorim

José Amorim has been working in the luxury industry for more than 15 years. In the past 8 years, he joined his personal passion for digital culture and his luxury background to develop digital strategies for premium brands. He is the founder of and is happy to share his passion here.