At CHANEL, Karl Lagerfeld worked for four decades refining and perfecting the brand's codes to ensure that cultural intelligence gets filtered through, absorbed, and transformed through a very specific framework, unique to CHANEL. These principles still ensure today, and after the passing of the torch to Viard, that the brand remains coherent while it still evolves.
Can beauty brands benefit from cultural intelligence? Ask Pharrell Williams. He will certainly answer with a resounding yes. The American singer and popular culture icon launched a beauty line under his global brand Humanrace. Pharrell believes that the only way to market well is to create culture.