LES BEIGES. NATURAL IS A STYLE – Chanel | Clapboard Ad Archive

67

LES BEIGES. NATURAL IS A STYLE - Chanel | Clapboard Ad Archive

Chanel’s LES BEIGES. NATURAL IS A STYLE campaign, devised by the Chanel In-House Creative Studio and released in France in 2023, forcefully positions the house at the apex of the natural beauty movement with the launch of the LES BEIGES NEW HEALTHY GLOW SHEER POWDER. Eschewing narrative storytelling for what Clapboard’s taxonomy would classify as FORMAT#10—Associated User Imagery, the campaign focuses on relatable women who aspire to a light, radiant complexion, using the product as an extension of their own spontaneous, intuitive routines. Marketed in the highly competitive beauty category, Chanel leverages the global pivot toward authenticity and wellness, championing a sensorial formula that both enhances natural features and protects the skin—an angle resonating with discerning audiences fatigued by overtly artificial cosmetic solutions. The film creative animates ease of use through fluid, uncontrived sequences, encouraging viewers to perceive a low-barrier, aspirational routine underpinning the LES BEIGES attitude. By eschewing conventional beauty dramatics, Chanel signals that elegance no longer demands heavy coverage or rigid application, but instead thrives in understated, healthy radiance accessible to any woman inclined toward simplicity. The approach both differentiates Chanel in a market shared by heritage peers such as Dior, Guerlain, YSL, Estée Lauder, and Lancôme and grounds the brand’s message in the modern reality of beauty routines shaped by digital content and influencer culture. Strategic distribution across Chanel’s robust digital platforms broadens reach and cultivates relevance among consumers who interact with the brand daily through social media touchpoints, amplifying campaign resonance far beyond the film’s immediate audience. With its focus on the everyday yet aspirational consumer profile—women confident enough to embrace their features while seeking subtle luxury—this campaign reinforces Chanel’s status as both a curator of sophisticated French beauty and a leader in product innovation that reflects progressive market values. Clapboard rates this 67/100. In demonstrating how a global prestige beauty brand can reframe luxury through the lens of minimalism and authenticity, Chanel proves that style and naturalness are no longer mutually exclusive in the upper tier of the makeup industry.

Credits

Client

Chanel

Agency

Chanel In-House Creative Studio

Category Mind Map

48%

Chanel’s “LES BEIGES. NATURAL IS A STYLE” campaign positions the brand as a purveyor of effortless, natural beauty that enhances rather than masks. The campaign promotes the LES BEIGES NEW HEALTHY GLOW SHEER POWDER as a product that delivers a bare skin effect with a natural radiance, emphasizing ease of use through an instinctive and spontaneous application technique. It also highlights the product’s sensorial formulation, which protects the skin daily, thereby communicating a dual promise of beauty and skin health. This aligns with a broader consumer preference for minimalist, authentic makeup that enhances natural features rather than heavy coverage. From a market strategy perspective, Chanel leverages an insight into the growing desire among contemporary consumers—particularly women who favor simplicity and lightness in their beauty routines—for products that offer a “no-makeup makeup” finish. By focusing on natural radiance as a style, the campaign taps into shifting beauty standards that celebrate individuality and understated elegance. The creative approach uses a film medium to convey sensory and effortless application, aligning with the lifestyle and values of its target demographic in France, which values both sophistication and a healthy appearance. The campaign’s digital footprint on platforms like YouTube and Instagram supports engagement with a modern, digitally savvy audience that consumes beauty content online. By combining heritage luxury with a modern, accessible product concept, the campaign aims to deepen Chanel’s resonance in the natural beauty category while reinforcing its position in high-end skincare and makeup.

FORMAT#10 ASSOCIATED USER IMAGERY — Shows a user profile the target audience can relate to or aspire to. This campaign centers on "the healthy glow of women who love a simple, light look," explicitly highlighting a user profile—women who value natural radiance and effortless beauty. Rather than telling a story, comparing products, or relying on symbolic visuals or testimonials, the communication frames the product through the aspirational lens of easy, instinctive application and the appeal of a natural look. The repeated emphasis on natural beauty and spontaneous, uncomplicated usage positions the featured users as relatable and aspirational for Chanel’s target audience in the beauty segment, fitting perfectly with the Associated User Imagery format. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. Dior – Market Positioning Dior positions itself as a luxury beauty brand combining heritage French elegance with innovation. It emphasizes high-performance formulas, sophisticated packaging, and a blend of classic and modern aesthetics, targeting consumers seeking premium, glamorous makeup and skincare with a strong emphasis on couture-inspired beauty. 2. Yves Saint Laurent (YSL) – Market Positioning YSL Beauty drives a bold, edgy, and modern luxury image with vibrant, fashion-forward makeup products. It differentiates through trend-driven collections, youthful appeal, and a strong emphasis on self-expression and confidence, offering both high-quality formulations and striking, avant-garde packaging. 3. Guerlain – Market Positioning Guerlain is known for its rich heritage, craftsmanship, and commitment to luxury skincare and makeup. It leverages its history of fragrance and beauty expertise, blending natural ingredients with scientific innovation, positioning itself as a prestigious, elegant brand that honors tradition while embracing modern beauty needs. 4. Estée Lauder – Market Positioning Estée Lauder focuses on premium, clinically advanced skincare and makeup solutions that balance efficacy with luxury. It targets discerning consumers seeking results-driven beauty products backed by scientific research, while maintaining a sophisticated and timeless brand image with broad global appeal. 5. Lancôme – Market Positioning Lancôme champions French femininity and elegance with a focus on radiant, youthful skin and refined cosmetics. The brand combines innovative skincare technology with artistic makeup, appealing to consumers who desire an effortlessly beautiful, natural look supported by scientific excellence and luxurious experiences.

Q: What is LES BEIGES. NATURAL IS A STYLE about? A: LES BEIGES. NATURAL IS A STYLE is a 2023 beauty campaign from Chanel, created by the Chanel In-House Creative Studio and launched in France. The campaign centers on the LES BEIGES NEW HEALTHY GLOW SHEER POWDER, a product designed to deliver a bare skin effect with natural radiance. Through a film medium, the campaign highlights the ease of spontaneous application and the sensorial formula that protects skin daily. It speaks to women who prefer a simple, light look, positioning natural beauty as a refined style and reinforcing Chanel’s leadership in the modern beauty market. Q: What creative device does LES BEIGES. NATURAL IS A STYLE use? A: LES BEIGES. NATURAL IS A STYLE employs FORMAT#10 ASSOCIATED USER IMAGERY, as classified by Clapboard’s 12-format taxonomy. This creative device centers the campaign around a user profile that the target audience can both relate to and aspire to—specifically, women who value natural radiance and effortless beauty. Rather than relying on narrative storytelling or testimonials, the campaign frames the product through aspirational visuals of easy, instinctive application and the appeal of a naturally glowing look, making the featured users both relatable and aspirational for Chanel’s audience. Q: What is the campaign proposition for LES BEIGES. NATURAL IS A STYLE? A: The strategic positioning of LES BEIGES. NATURAL IS A STYLE asserts Chanel as a purveyor of effortless, natural beauty that enhances rather than conceals. The campaign targets women who favor simplicity and lightness in their beauty routines, promoting the LES BEIGES NEW HEALTHY GLOW SHEER POWDER as the ideal product for achieving a no-makeup makeup finish. By emphasizing natural radiance, ease of use, and daily skin protection, Chanel aligns itself with contemporary beauty standards that celebrate authenticity and understated elegance, resonating with consumers seeking minimalist yet luxurious solutions. Q: How does LES BEIGES. NATURAL IS A STYLE rank in Clapboard's archive? A: In Clapboard’s global ad archive, LES BEIGES. NATURAL IS A STYLE holds a Clapboard Campaign Score of 67/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance within the beauty sector. Q: Who are the competitors in Chanel's category? A: In the luxury beauty category, Chanel’s primary competitors include Dior, which combines French elegance with innovation for consumers seeking premium, couture-inspired beauty; Yves Saint Laurent, known for its bold, fashion-forward makeup and emphasis on self-expression; Guerlain, which leverages heritage and craftsmanship to blend natural ingredients with scientific innovation; Estée Lauder, focusing on clinically advanced, results-driven skincare and makeup with global appeal; and Lancôme, which champions French femininity and radiant, youthful skin through a blend of technology and artistry.