Chanel No 5 rushes to save its sweet scent of...allergy
Marilyn Monroe famously wore it to bed – with nothing else – but now Chanel No 5 is under threat from Brussels.
The perfume is one of several that may need to be reformulated under new European Commission regulations aimed at protecting consumers from allergies.
Chanel No 5 and Dior's Miss Dior, two of the most popular scents in the world, contain mosses which could be banned under new rules.
The perfume houses are now trying to synthesise the aromas.
Chanel No 5, which has been on the market for 93 years, is the world's bestselling perfume. It is said that when Gabrielle 'Coco' Chanel, founder of the fashion house, sprayed the scent in a Paris restaurant in 1921, passing women stopped to ask her what it was and where it came from.
But under new rules the famous fragrance could be changed forever.
Chanel and Dior have been working on altered versions stripped of the molecules atranol and chloroatranol, regarded as potential allergens by the EU.
"Adapting is a challenge but it is precisely the talent of our 'nose' to be able to preserve the qualities and olfactive identity of our perfumes, while also taking into account new regulatory constraints," a spokesman for Chanel said.
In 2012, an advisory report recommended limiting the use of 12 ingredients.
They include citral, found in lemon and tangerine oils; coumarin, found in tropical tonka beans; and eugenol, found in rose oil.
However, just three, citral, atranol and chloroatranol, are now likely to be banned, with an investigation taking place into the remaining nine to see if small amounts could be tolerated. (© Daily Telegraph, London)