Luxury brand Chanel roasted online for $1,025 advent calendar full of stickers, other trinkets

French fashion brand Chanel is going viral on social media right now for selling an advent calendar that many people say isn’t worth the $1,025 price tag. (Peter Juelich/Bloomberg – image credit)

Iconic fashion house Chanel is being dragged online after a social media influencer unboxed the company's advent calendar and discovered it was full of trinkets that don't appear worth anything close to the $1,025 price tag.

The brand launched the advent calendar this year in a box of items numbered from five to 31. Unlike traditional advent calendars, which start on December 1st and are followed by new treats to be discovered every day for the next 24 leading up to Christmas day, Chanel's starts on day five as a nod to the brand's iconic fragrance, Chanel No. 5.

The calendar was released this year to celebrate the fragrance's centennial, which was released by the company's eponymous co-founder Gabrielle “Coco” Chanel 100 years ago.

TikTok user Elise Harmon obtained one of the kits and broadcast herself opening up its contents, which included a full-sized bottle of hand cream, a miniature tube of lipstick and a bottle containing 35 millilitres of perfume, but was mostly just miscellaneous branded items, including stickers with the company's logo, a dust bag, a magnet, a bookmark, a key ring, and a flipbook.

“Stickers?” Harmon exclaims in her first video on the unboxing of the kit, which has been viewed more than 14 million times since it was posted four days ago. “This has to be a joke,” she says of the kit, which retails for $1,025 Canadian.

“I'm kinda bummed so maybe I should just open something else,” she said.

Many of the items in the calendar aren't sold individually. But included among the items for which a price is listed or comparable are:

  • A sample (1.5 ml) of Chanel No. 5. A 100-ml version sells for $190.

  • A 50 ml hand cream that retails for $70.

  • A full size Rouge Allure lipstick, which retails for $52.

  • A full size Rouge Puissant nail polish, which retails for $38.

  • A 35-ml bottle of the No. 5 eau de parfum, which retails for $99.

  • A 75-g bar of hand and body soap with the No. 5 scent. A 150-g bar sells for $37.

  • A 6-g sample of No. 5-scented body cream. A 150-g tub would cost $105.

Not a bad strategy?

While reaction to the videos has been mostly negative online, marketing expert Scott Stratten says what Chanel is actually selling isn't that abnormal, by luxury brand standards.

“I could argue that for most luxury brands, you're paying for a name versus the item you get, but this kind of does push the boundary a little bit,” the founder of Unmarketing told CBC News in an interview.

“The pushback doesn't equate the actual impact to the brand,” he said. “Every person sharing this right now on TikTok or Instagram or anywhere else is also giving them exposure and marketing [and] if you're that into Chanel, you don't really care what other people think about a calendar or a box or an item.”

Younger audiences value authenticity

But, Los Angeles-based digital marketing expert Alexandra Nikolajev says the calendar was a missed opportunity for the Chanel brand to connect with a younger audience that values authenticity and transparency.

The predominantly younger users of TikTok are an audience “they should want to be developing and cultivating as future consumers of Chanel,” she said in an interview with CBC News. “They didn't hit the mark on the expectation of that audience,” she said, describing the entire story as “chaos” for the brand.

WATCH | Marketing expert explains how Chanel missed the mark:

On its website, Chanel says there are “ultra-limited quantities” of the calendar for sale, and its Canadian website appears to suggest that it is no longer available.

Unopened versions of the calendar are being sold on eBay for even higher prices than the $1,025 that Chanel listed it for.

Stratton says he's not surprised to see it sold out. “A lot of those people will also be going to buy it just to make videos on how much they don't like it,” he said.

Chanel disputes claims

Harmon claims that after her video went viral, Chanel shut down its TikTok account, but in a statement to CBC News, the fashion house says that isn't the case.

“It has never been activated, no content has ever been published, it has no subscriber and no subscription,” the company told CBC News in a statement. “The page therefore appears empty to anyone who visits it.”

Although the company says it is “sorry that this calendar may have disappointed some people,” it disagreed that it was somehow being misleading as to what the package actually contained.

“The exclusive content of the calendar has always been fully detailed on our website as well as on the packaging of the product,” Chanel said. “This calendar, only available for a short period, has a unique design and an original content which make it a true collector's item whose value cannot be summed up by the products it contains alone.”

Nikolajev says the entire affair speaks to how fast misinformation can spread online, due to social media influencers who have just as much of a vested interest in going viral as brands do.

“They're seeing a situation happen and they're steamrolling on the opportunity because for them, it does build their credibility and it does build their audience, which is ultimately what they want,” she said.

News Related

OTHER NEWS

Britney versus Jamie Lynn: The toxic saga of the Spears sisters

Everyone who has a sibling knows how potent a feud can be. We don’t choose our siblings, yet there they are, usually similar to us in age, and with a ... Read more »

Georgia to impanel grand jury in probe of Trump bid to overturn 2020 election

FILE PHOTO: U.S. President Donald Trump holds a rally to contest the certification of the 2020 U.S. presidential election results by the U.S. Congress in Washington By Kanishka Singh and ... Read more »

Taylor Swift fires back at rock legend Damon Albarn over songwriting claim

Taylor Swift has furiously hit back at Damon Albarn after the Blur and Gorillaz frontman claimed she didn’t write her own songs. Albarn, 53, made the assertion in a new ... Read more »

Queen Latifah on Chris Noth's Firing from The Equalizer amid Claims of Sexual Assault Against Him

Queen Latifah is speaking out about Chris Noth's dismissal from The Equalizer after a series of sexual assault allegations against him surfaced last month. After the allegations were made public, ... Read more »

Chris Martin Saves the Day When Giggly Girlfriend Dakota Johnson Struggles with Zoom

Chris Martin Dakota Johnson Sundance Institute/YouTube Arena rocker by night, tech support by day! Chris Martin stepped in to help Dakota Johnson on Sunday when she was having trouble logging ... Read more »

At Sundance, documentaries resurrect lost eras of music

The Associated PressThis image shows a scene from the documentary “Meet Me in the Bathroom” by Will Lovelace and Dylan Southern, an official selection of the Midnight section at the ... Read more »

Måneskin postpones concert in Amsterdam

“We cannot guarantee our performances, because every country has its own rules,” the band said on social media. “We have to stick to that. We want to do our performances ... Read more »

Boris Johnson's wife threw him a birthday party at 10 Downing Street while the rest of the UK was on COVID-19 lockdown: report

British Prime Minister Boris Johnson and Carrie Johnson, his wife, wait to greet guests during the June 2021 G-7 Summit in CornwallPeter Nicholls – WPA Pool/Getty Images Boris Johnson is ... Read more »

Harry Potter star fired from Broadway production after misconduct allegations

(Getty Images) An actor playing Harry Potter on Broadway has been fired following a misconduct complaint from a female co-star. Producers of Harry Potter and the Cursed Child confirmed James ... Read more »

Spice Girls reunion in the works? ‘She wants to burn one more time'

Premium The best of De Telegraaf Through Sander Tromp Updated 15 min ago17 min ago in STARS The Spice Girls became a phenomenon in the 1990s. Each went their separate ... Read more »

Bastille invites listeners to escape in 'Give Me The Future'

The Associated PressWill Farquarson, from left, Chris Wood, Dan Smith and Kyle Simmons of Bastille pose for a portrait to promote the album “Give Me the Future” on Wednesday, Jan. ... Read more »

Douwe Bob dives into the studio with daughter and Romee is an ice queen

ShowbytesShort updates from the stars on social media: we love it. In the Showbytes section, the show editors scour the web for the craziest, most beautiful and striking posts from ... Read more »

After copyrights, Bob Dylan also sells publishing rights of songs

Photo: ANP Bob Dylan has sold the master recordings of his entire back catalog to Sony Music. Various media report this, including music magazine Billboard Magazine. According to the magazine, ... Read more »

After copyrights, Bob Dylan now also sells publishing rights

Dylan previously sold all his copyrights to Universal Music, Sony’s major competitor. That deal was about the rights of his lyrics and compositions. Sony has now managed to preserve the ... Read more »

Woman claims drinking menstrual blood improves her health

A Spanish influencer has revealed that she imbibes her own period blood to improve her health and well-being — a practice that scientists believe is bloody stupid. “Your menstrual blood ... Read more »

Hollywood A-lister Benedict Cumberbatch 'loved lockdown in New Zealand'

Benedict Cumberbatch “loved” being in lockdown. The 45-year-old actor – who has children Christopher, 6, Hal, 4, and Finn, 3, with wife Sophie Hunter – was filming Netflix Western drama ... Read more »

Måneskin postpones European tour due to corona

,,We cannot guarantee our performances, because every country has its own rules. We have to stick to that. We want to do our performances safely.” The band has received bad ... Read more »

American Influencer Awards' Emerging Influencers of the Month: Gerald and Teresa Hodges

Our January Emerging Influencers of the Month, Gerald and Teresa Hodges, are on a mission to give back to the community they grew up in. This brother-sister duo created Hodges ... Read more »

S&P 500 Tumbles in Worst-Ever Start Through 16 Days

(Bloomberg) — The stock market has never been down this much 16 trading days into a year. Most Read from Bloomberg The S&P 500 has dropped 11% — heading toward ... Read more »

Kate Middleton Was Asked a Rare Fashion Question While on Duty: 'Where Are Your Boots From, Madam?'

kate middleton Danny Lawson – WPA Pool/Getty Kate Middleton Kate Middleton is always dressed to impress, so when one fan had an opportunity to ask the royal a fashion question, ... Read more »

Prince William Cheers on Prince George at His Weekend Soccer Game (and Fans Can't Believe How Tall He Is)

While Prince William and Kate Middleton have many duties to fulfill as royals, they also enjoy their role as parents to three children. And the Duke of Cambridge was seen ... Read more »

UK weather forecast: Snow predicted for the weekend but London set to escape the worst weather

A view from a car wing mirror of a vehicle navigating fresh snow fall on A628 at Woodhead pass. Danny Lawson/PA Wire (PA Wire) London is heading for a rainy ... Read more »

GTST will end next week with sexual violence and a help message

The timing of the creators of Good times Bad Times can hardly be more current. Next Monday’s episode ends in sexual assault. Viewers will see the text afterwards: ‘One in ... Read more »

Was the Playboy Mansion 'cult-like'? Hugh Hefner had 'profound' fascination with Charles Manson.

Hugh Hefner‘s Playboy empire examined in disturbing new documentary Secrets of Playboy. (Photo: Getty Images for Playboy) The upcoming docuseries Secrets of Playboy explores Hugh Hefner's private world and shocking ... Read more »

Meat Loaf's Wife Describes 'Gut-Wrenching' Grief After Husband's Death

Meat Loaf and Deborah Gillespie attend the 2008 Clive Davis pre-Grammy party at the Beverly Hilton Hotel on Feb. 9, 2008, in Los Angeles. (Photo: Kevin Mazur via Getty Images) ... Read more »

Meta and Snap sued by mother over alleged role in her daughter's suicide

Woman holds smartphone with Meta logo in front of a displayed Facebook’s new rebrand logo Meta in this illustration picture taken October 28, 2021. REUTERS/Dado Ruvic/Illustration A Connecticut mother has ... Read more »

As lift-off looms, investors bet Bank of Canada will tame inflation

FILE PHOTO: A sign is pictured outside the Bank of Canada building in Ottawa By Fergal Smith TORONTO (Reuters) – The Canadian bond market is coming to the view that ... Read more »

Review: Silent star Buster Keaton rides again in 2 new books

The Associated PressThis combination of cover images shows “Camera Man: Buster Keaton, the Dawn of Cinema, and the Invention of the 20th Century” by Dana Stevens, left, and “Buster Keaton: ... Read more »

Katja Schuurman responds to criticism: ‘A big misunderstanding'

At the table with RTL Late Night A visibly emotional Katja read a statement in the autumn of 2017, in which she reacted to the situation surrounding the former casting ... Read more »

AG settles claim over fees paid by Robert Indiana's estate

PORTLAND, Maine — Maine Attorney General Aaron Frey has resolved claims against the estate of the late artist Robert Indiana and several law firms accused of excessive legal fees, officials ... Read more »

Review: Killer gives the Florida Keys condo lifestyle a try

The Associated PressThis cover image released by William Morrow shows “Mermaid Confidential” by Tim Dorsey. (William Morrow via AP) “Mermaid Confidential” by Tim Dorsey (William Morrow) “Mermaid Confidential” is the ... Read more »

Sundance doc looks at man behind the modern bulletproof vest

The Associated PressThis image shows Richard Davis from the documentary “2nd Chance” by Ramin Bahrani, an official selection of the Premieres section at the 2022 Sundance Film Festival. (Sundance Institute ... Read more »

Shopify's Shrinking Valuation Summons the Curse of Canadian Tech

1 / 2Shopify’s Shrinking Valuation Summons the Curse of Canadian Tech (Bloomberg) — Three times in the past 13 years, a Canadian technology firm has burst into prominence and become ... Read more »

Condo owners in aging building face $14M in repairs. If they can't pay their part, they risk losing homes

Wendy Thomas has owned her unit at 4645 Jane St. in Toronto for 42 years and says she has no intention of giving it up. (Samantha Beattie/CBC – image credit) ... Read more »

More snow threatens southern Ontario Monday, brace for slower commutes

Snow banks remain high after last week's epic blizzard that brought up to 50 cm of snow across parts of southern Ontario. Now, as we kick off this final full ... Read more »

'We're in trouble:' U.S. envoy urges faster action on climate goals

By Valerie Volcovici WASHINGTON (Reuters) – The world is “not on a good track” to meet a global goal to avoid the worst impacts of climate change and must intensify ... Read more »

Tori Roloff shows off baby bump in new photo: 'Grow baby grow!'

Looking for more celebrity and entertainment news? Sign up for Yahoo Lifestyle Canada’s newsletter! Tori Roloff is giving fans an update on her pregnancy with a sultry black and white ... Read more »

Snow Falls Over Southeastern Michigan

Snow fell across the Detroit area on Monday, January 24, as winter weather impacted much of southeastern Michigan. This video from Michael LaBeau shows snow coming down in Wyandotte, 11 ... Read more »

Acropolis in white as snowstorm sweeps Greece

Train, tram and bus routes were cancelled, and power cuts were reported across the mainland and on islands. Schools were to be closed until Tuesday, with classes taking place online, ... Read more »

Flights Grounded in Istanbul as Snowstorm Slams Region

Heavy snowfall prompted the temporary closure of Turkey’s Istanbul International Airport, one of Europe’s busiest airports, on Monday, January 24, as winter weather pummeled large parts of the country, officials ... Read more »
On free-english-test.com you will find lots of free English exam practice materials to help you improve your English skills: grammar, listening, reading, writing, ielts, toeic