Coco Noir by CHANEL

Models attending to mass at Coco Chanel's funeral

Photo credits: Bettmann & Corbis

It is with great sorrow that I announce the death of the Chanel's perfumery.

Fragrances such as Chance Eau Tendre, Bleu de Chanel, or Brad Pitt adverting Chanel Nº5 were the symptoms of a severe disease that has been killing the brand slowly. The name of the disease we all know  - Massive Cheap Productions (to sell "as much we can"), or MCP Syndrome if you like to be more intellectual.

Funerals are time of mourning, remembrance, and sometimes, a painful closure. Western traditions dictate that funeral attendees should avoid color in respect for the deceased and opt for the lowest value - black.

Death came in black for Chanel. Just as Coco would choose to dress for her own funeral. Coco Noir could not be presented in any other color than black. It is a statement: We killed Chanel's good taste for perfumes.

Coco Noir advertising

If an ad would be placed in the obituary of Le Monde, or any important newspaper, it would simply report "Chanel fragrances, once beautiful, daring, glamourous...passed away this fall as a result of a long battle to be the most important fragrance brand in the global market. Leaving to mourn with fragrant memories, 1000s of Chanel wearers.

And this is the amount of time I will spend reviewing this perfume.

Sprayed many times during my trip to NYC. 

It did not grow on me, neither convinced me that this is a modern version of it.

And who is going to advertise this crap? Angelina Jolie???