"The original No.19 was created in the 70s," Sheldrake says in a full-bodied British accent. "This was an era of the emancipation of women and for me this is the epitome of the spirit of Gabrielle Chanel. She was the ultimate rebel who refused to be categorised as the girly, pink flower type of girl. Chanel No.19 is a little bit like wearing trousers for a woman. It enhances the femininity."
Somehow the fragrance's associations with a free feminine spirit faded, along with Charlie girls and the liberated models in advertisements for Virginia Slims cigarettes exclaiming "You've come a long way baby", but other perfumers continue to be inspired by its formula of iris and galbunum [sic]. So Chanel's knights in Savile Row armour went into the laboratory to update No.19 for 2011. "It's a matter of perfumers' pride," Sheldrake says. "We see the inspiration of No.19 everywhere in the market today and we felt that No.19 should be there. No one talks about No.19. This is not a marketing idea. It's a perfumer's idea. No.19 is an icon and we shall defend it." [...]The new fragrance went into test groups along with the original. "It had the same result," Sheldrake says. "A minority of people loved it and the majority could leave it. This is a sign of character. Enough of a minority liked it for us to know it was right. The freshness struck a chord. With No.19 Poudre the notes are cleaner and much sexier."
an article in The Australian the launch of Chanel No.19 Poudré which we had announced a while ago on Perfume Shrine (alongside the new Chanel Les Exclusifs Jersey). It therefore seems that the introduction of a flanker (aka, a new fragrance coat-tailing on the success of an established one, borrowing some variation of its name), the first time ever for Chanel No.19, is not devoid of noble causes. It is also admitted by Sheldrake that the new fragrance is having an eye firmly set on China and its evolving market, thus being a wise move from a marketing point of view as well.
The rest of the article talks about how Chanel bought fields of irises alongside the ones containing roses which they owned at the south of France, due to the shortages of those in Florence, Italy, and about the impending rise of prices on raw materials by Givaudan by 100% ,which make it a particularly wise move on the house's part. It also typically goes over how iris is a rhizome in perfumery and not the flower, which is probably par for the course of every article in the mainstream press read by non aficionados. Additionally, there is info on the boosting of the galbanum note ibn Chanel No.19 Poudré, a grass essence imported from Iran, which has been fractionalised to remove the more turpenic and sulphurous (i.e.garlic-like) components.
The new flanker will hit counters in July/August in Europe.