Reward Thyself

The now and forever fragrance. The ultimate in femininity. The most powerful, concentrated and long-lasting form of fragrance; the fullest expression of the perfumer's art. The classic bottle signifies personal luxury and is an attractive addition to any dressing table.

Visit CHANEL.com to order.
Histoire:
Coco Chanel commissioned Ernest Beaux to make six perfumes. They were labelled No. 1, No. 2, etc. through No. 6. It was bottle No.5 that was to Chanel's liking and became the chosen formula. The number "5" was also her lucky number.[citation needed]

At the time of its inception, the most expensive perfume oil was jasmine due to the expensive distilling process (which still holds true today). Chanel wanted to create the most expensive perfume in the world, and as such No. 5 relies heavily on jasmine.

Chanel introduced it first to some of her friends on May 5, 1921. Initially, it was given to good clients for free at her boutique. The fitting rooms in her boutique were also scented with No. 5 to create an ambience unmatched by her contemporaries. This original concept is still practiced today by retailer Abercrombie & Fitch.

In 1924, Pierre Wertheimer partnered Coco Chanel in her perfume business. He owned 70%, Coco owned 10%, and her friend Bader owned 20%. Chanel agreed to owning such a small amount in exchange for having complete control over the product. Today, the Wertheimer family still runs the perfume business. (Wikipedia)