Style Edit: Gracie Abrams stars in Chanel’s new Coco Mademoiselle Crush Absolu campaignThomas du Pré de Saint Maur tapped director Joe Wright for the launch, the brand having previously worked with Timothée Chalamet and Martin ScorseseWhile the most important factor in the success of a perfume is its scent – what fragrance industry insiders call the juice – everything around it is also key. From the packaging to the ad campaigns, the celebs who front them and the real-life activations, all these elements drive desirability.Just ask Thomas du Pré de Saint Maur, head of global creative resources for Chanel Fragrances and Beauty. For almost 20 years, the Frenchman has been behind some of the most talked-about moments in Chanel’s beauty division. In 2024, he even worked with legendary director Martin Scorsese on a video starring Timothée Chalamet for Bleu de Chanel, the house’s bestselling men’s fragrance.Thomas du Pré de Saint Maur is head of global creative resources for Chanel Fragrances and Beauty. Photo: HandoutIn a recent interview in Hong Kong’s Tai Hang neighbourhood, du Pré de Saint Maur talked about his work at Chanel and – of course – founder Gabrielle “Coco” Chanel.Gracie Abrams in the campaign video for Chanel’s new fragrance, Coco Mademoiselle Crush Absolu. Photo: HandoutHow would you describe your role at Chanel?I am an orchestra conductor and I have different musicians: some design packaging and some create books and some work on events and some work with celebrities and some do advertising, so I guide everyone to make sure everything is unique and surprising but also to bring a sense of unity.How do you come up with the visual aspects connected to something like a fragrance?I have a true belief that when you wear a fragrance you just don’t spray the physical juice but much more. I’m sure that when women wear Chanel No 5, whether they admit it or not, they spray Marilyn on their body. I always try to lean more towards that than the actual description of the fragrance.Realising the vision behind Chanel’s Coco Mademoiselle Crush Absolu. Photo: Handout