Newspaper article The Evening Standard (London, England)

Pretty Young Things; BEAUTY Young, Beautiful and Knows Just What She Wants -- Chanel Is Looking to Capture Some of the Next Generation's Confident Cool, Says Emma McCarthy

Newspaper article The Evening Standard (London, England)

Pretty Young Things; BEAUTY Young, Beautiful and Knows Just What She Wants -- Chanel Is Looking to Capture Some of the Next Generation's Confident Cool, Says Emma McCarthy

Article excerpt

Byline: says Emma McCarthy

GIVEN its position as one of the most prolific fashion houses on the planet, you might think that Chanel's chief concern would be the type of woman whose dedication to shopping sprees is matched only by the time spent exhibiting said purchases atop a yacht. That's certainly who gets an invite to the couture shows. But when it comes to the beauty side of the fashion house, it seems Chanel is keen to turn its attention to a very different market -- one that is bound for the school gates, not the French Riviera.

Launching what the brand has dubbed a Summer of Beauty Fun, the Beauty Boutique at Covent Garden will play host to the next generation of Chanel girls for the rest of the season, catering to every whim and fancy of the capital's savviest teens.

Forgetting anti-ageing for a moment -- which, considering that it counts 25 wrinkle-busting products over four categories in its latest collection alone, is no mean feat -- the boutique's counters are teeming with rainbow-coloured nail polishes, juicy-hued lip glosses (exported exclusively from the US) and new, larger bottles of the younger, fresher fragrances in the range, including Coco Mademoiselle and Chance Eau Fraiche. Come Thursday, the store is also set to delight its young fans by stocking up on the AW13 collection -- including the new teenage skin-friendly CC Cream -- a week earlier than anywhere else, while minimanicures and make-up lessons are on tap alongside the opportunity for girls to hire out the entire downstairs Beauty Atelier for parties and makeovers galore.

So why the new obsession with teens? After all, why flog an [pounds sterling]18 nail polish over a [pounds sterling]300 face cream? As Chanel is fast discovering, to ignore the next emerging market is at a beauty brand's peril: particularly when they're as clued up as this lot. …

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