"To keep a legend fresh, you always have to change its point of view," Andrea d'Avack, president of Chanel Fragrance & Beauty told Women's Wear Daily
. "It is the first time we've had a man speaking about a women's fragrance. We think very much that the perfume is a seduction between a man, a woman and the perfume. No. 5 is our leading fragrance, and we are willing to make the investment to keep it on that level."