Fashion and beauty giant Chanel has purchased additional swathes of land in the south of France to secure its supply of jasmine and other varieties, essential for its famed No. 5 perfume.
The luxury group revealed it had bought up 10 hectares (100,000 square metres) of land, supplementing the 20 hectares it already utilises, according to a Reuters report.
It bought the flower fields in Grasse, France, out of concerns that the crops used in its best-selling perfume are disappearing.
Chanel No. 5 is one of Chanel’s most iconic products. Formulated in 1921 by French businesswoman and socialite Coco Chanel, the scent – imbued with jasmine, rose, sandalwood and vanilla – is said to have revolutionised the way that women smell.
The jasmine required for the perfume is harvested by hand in a delicate ritual, and that grown in Grasse, which itself is an iconic perfume producing region, reportedly has a specific scent.
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