Chanel opens its first “Beauty House” in Paris

Chanel is accelerating in beauty with the opening of a new boutique concept entirely dedicated to this sector. The French brand has chosen Paris to set up its first “Maison de Beauté”. More precisely the very chic district of Passy in the 16th arrondissement, at 1 Chaussée de la Muette, where she has invested in an independent house with an area of ​​180 square meters on three levels. In other words, an important step for the group's Perfumes and Beauty division.

This does not communicate the amount involved, but the work to create this setting took no less than two years. The classic building, with its white facade and zinc and slate roof, houses its entire beauty offering through different spaces, as well as three treatment cabins. The place is, in fact, an opportunity to discover the signature treatments developed by the brand via its own protocols, such as the “Fascia de Chanel”, as well as two exclusive treatments. A body massage called “L'Allure de Chanel”, and the “Grand Soin”, a treatment and massage for the body and face lasting three hours.

The brand, whose sales will be close to $20 billion in 2023, has spared no expense in making its Beauty House a special and experiential destination, paying great attention to all the details, in terms of decoration, layout and services with the aim of surprising and seducing its customers.

“Through its architecture, this house expresses the French spirit of Chanel, its singular and unique taste, with a desire to be part of a vocabulary of very French decorative arts,” summarizes Thomas du Pré de Saint Maur, the general director of Creative Resources Perfumes Beauty.

The brand plays with its codes, such as the white and black typical of its perfume boxes, which we find on the ground via a white stone crossed with black lines. The walls of the store are black and crossed by a line of gold reminiscent of the golden ring that surrounds the tubes of its lipsticks. The house's famous tweed covers armchairs or serves as a throw for the cabins. Without forgetting the portrait of the founder Gabrielle Chanel and other photos, which adorn the different rooms.

The brand's great classics, such as the makeup palette with its curved square box, the famous bottle of perfume n°5, in stylized form, or its recognizable cap, are reproduced in giant format, fitting in a surrealist way into the decor, falling from the ceiling or transformed into furniture or consoles.

“It has always seemed to me that our products are thought of more as architectural elements of beauty than as decorative elements of beauty. It was tempting to ask them to integrate the architecture of the place in a more visible way,” comments Thomas du Pré de Saint Maur.

The ground floor is structured around different categories between perfumes and makeup, where it is possible to test the products. The first floor is devoted to the olfactory world with an entire wall, where all the house's fragrances are displayed, in their multiple variations of concentrations and sizes, but also their variations in body products.

This multisensory floor has a cabin intended for makeup and facial treatments. Finally, the top floor, with a lounge and two other cabins, is intended to be the “most confidential and luxurious” space, dedicated “to the most exclusive treatments in the house”.