CHANEL

Peter Philips, CHANEL's Global Creative Director of Makeup, launches the Makeup Confidential site to reveal the brand's inner workings.

The site previews the short film "Animating Chanel", designed as the entry point to a platform conceived as an exclusive one-on-one with Peter Philips. Makeup secrets, tutorials, exclusive videos and interviews turn a product site into a genuine engagement and loyalty tool. Every product page includes detailed usage instructions, designed to recreate a model's look without leaving home. The platform is conceived as a living magazine, regularly enriched with new content, giving visitors a reason to come back beyond the simple product purchase. This editorial regularity turns a one-off site into a recurring rendezvous with the brand's beauty community. Every piece of content is designed to be shared on social media, extending its visibility well beyond the platform itself and reaching an ever-renewed audience.

This approach turns product discovery into a continuous learning experience, strengthening the closeness between the brand and its community. A site that hands everyone the keys to expertise once reserved for professionals. Every visit builds a little more complicity between the brand and its community.