Chanel speaks up after getting mocked for advent calendar on TikTok

Chanel has commented on the online buzz surrounding its advent calendar after being mocked for the contents which included a small pouch with the N°5 logo design, stickers, a magnetic bookmark, and a ceramic bracelet, among others. According to fashion industry trade journal Women's Wear Daily (WWD), which quoted president of fashion and president of Chanel, Bruno Pavlovsky, the brand had not expected the negative feedback. In fact, the advent calendar was produced in line with the 100th anniversary of the Chanel No.5 perfume this year.

Pavlovksy described the controversy to be "a bit of a shame" because it was not what the brand had intended as it thought the advent calendar would please some customers. This year's advent calendar retails at US$825 and began on 5 December instead of the first day of the month, as a nod to the Chanel No.5 perfume. It was also crafted in the silhouette of the N°5 flacon.

"Count down to the holidays with this collector’s item featuring 27 boxes numbered from 5 to 31, filled with mysterious delights and surprises. A piece to treasure for years to come," Chanel said on its website.

Meanwhile, Chanel also apologised in a separate statement, stating that the advent calendar may have disappointed some consumers and explained that the calendar was only available for a limited period of time, WWD said. According to the brand, this makes it "a true collector's item whose value cannot be summed up by the products it contains alone", WWD added.

Chanel's advent calendar came under the spotlight after an unboxing video by TikTok creator Elise Harmon. Harmon exclaimed "This has to be a joke" when she opened a box to reveal a set of stickers from Chanel. Shortly after, she unboxed a small bottle of handcream which pleased her. In a separate video, Harmon started out feeling rather optimistic and unveiled gifts such as a lipstick, a magnet, and a white perfumable ceramic to which she commented: "Um, this is just a paperweight."

Additionally, Harmon also alleged that Chanel's TikTok account blocked her to which Chanel said this was "absolutely inaccurate" as it is not active on the platform. Chanel clarified that its TikTok account was never activated, no content has ever been published, and that it has no subscribers on the platform, WWD said. Hence, the page appears empty.

The luxury brand explained that when Harmon visited its TikTok page, she naturally came across the message that the account could not be accessed, just like other users on TikTok, WWD added. Chanel also clarified that its pages are open to all consumers who are free to express their opinions, as long as they respect the rules of good conduct, WWD reported.

Separately, Chanel also currently has an OOH activation in Singapore's Orchard Road to celebrate the holiday season. The activation celebrates the Chanel No.5 perfume and requires consumers to scan a QR code on the activation to receive a surprise which can be collected at the Chanel store at ION Orchard.

Chanel is will begin working with Omnicom Media Group for global media duties next January, parting ways with WPP after 21 years. Chanel's spokesperson said it was particularly impressed by OMG's strategic approach, understanding of the brand, and ability to organise around its requirements.

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