Although sometimes I’m prone to romanticizing the golden days of perfumery–that vague time in the past when regulations and profitability didn’t shape the industry the way they do today, I’m not a traditionalist. Tastes change, and I don’t expect that young people today want to wear only fragrances created 100 years ago, just as the children of those whose wear Lancôme La Vie est Belle and Bleu de Chanel might reject their parents’ choices. Yes, a day of “vintage” La Vie est Belle will come. This is why I don’t object to the reworks of classics, such as Chanel No. 5 L’Eau, provided that the brand keeps the original intact and interprets the “young and trendy” theme in an interesting manner.
L’Eau is an attempt by Chanel to draw a younger, trendier audience to No. 5. Although I smell enough of No. 5 on women in their twenties in Paris and notice its constant presence in the top 10 best sellers, it is still somewhat of a cult favorite. L’Eau goes for wider appeal.