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Posts: 1572
May 8 08 4:24 AM
Nicole Kidman, on the other hand, has been a major success for Chanel No. 5. Cast as the face of the fragrance in 2004 for $12 million, the actress starred in a three-minute commercial directed by Baz Luhrmann, director of films Moulin Rouge and Romeo+Juliet. The spot reportedly cost $46 million to produce, making it one of the most expensive advertisements in history. "Three years ago the company was chugging along and doing fine, but with no regrowth," says Marshal Cohen, chief analyst at NPD group, a Port Washington, N.Y.-based market-research firm. "They signed on Nicole Kidman and all of a sudden business grew close to 16%. They didn't change the bottle, packaging, or the fragrance, but Kidman had the ability to change their target audience. All of a sudden different, younger women took notice of the brand." http://www.forbes.com/style/2008/04/18/style-star-ad-forbeslife-cx_nr_0418style.html
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