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By Published on .

[paris] Chanel, the epitome of French chic, is going for understatement with Allure, its first fragrance launch for women in 12 years.

In-house ads will use models who embody allure but in a variety of executions for different markets, reflecting the luxury goods marketer's feeling that all its ads do not necessarily work globally. Although Chanel has used striking TV spots for Chanel No. 5 and other fragrances, the company believes TV is cluttered with perfume commercials, marring their effectiveness. Allure is being backed only by print ads.

Targeting a younger group of women than most of Chanel's other perfumes do, Allure seeks to appeal primarily to women age 35 and younger who may not yet be dedicated to a fragrance.

Chanel's first launch since it unveiled Coco in 1984 kicked off in the U.S. in March, and was extended to continental Europe last month. The rollout in Asia, Australia, the U.K., South America and Canada is planned for September.

Ads-shot by photographers Herb Ritts and Patrick Demarchelier-feature b&w portraits of lesser-known models and a bottle of Allure.

"By using a variety of models and not featuring a super model, we are trying to stress that every woman has her own allure," said a spokesman, "and Allure has something for every woman."

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