Chanel stands as a global symbol of sophistication – steeped in classic elegance which has remained unwavering for decades – and this quality trickles down through to the products and ambassadors who represent it.
Even as beauty trends and digital platforms evolve, the luxury French giant – which was named the world's most valuable beauty brand earlier this year– has largely stayed loyal to its roots, so it is not surprising that print coverage remains a big part of its media strategy.
As digital-first campaigns dominate the beauty industry – across fragrance, skin care, haircare and make-up – brands are tripling their reach and success through creative multichannel strategies.
Yet, Chanel is leaning into the very medium that mirrors its DNA – curated, traditional and print-led, according to media intelligence specialist Carma’s Top 10 in Beauty: Monthly Media Insights report.
Chanel uses print less for words and more for images – curated moments and lifestyle positioning
The report, which compares the top brands media trends and strategies from June 2024 to June 2025, found that 58% of Chanel’s beauty coverage in the first half of 2025 came from print outlets alone.
This was the highest proportion among the top ten beauty brands in the report.
In fact, Chanel leads in this area across 50 of the top beauty brands, from Giorgio Armani and e.l.f. beauty, to CeraVe and Glossier.
Chanel is showing that even in an age where TikTok tutorials and Instagram reels dominate feeds, print – when executed with precision – remains a powerful tool for maintaining prestige and exclusivity.
It offers something that digital may struggle to replicate: attention, longevity and a sense of exclusivity.
Chanel’s print placements are extremely strategic
Inside Chanel’s showing not telling strategy
Looking at Chanel’s print coverage, it is clear that its strategy is product-led.
The launch of the luxury brand’s No.1 De Chanel Body Serum was heavily supported through print, suggesting that even in categories dominated by digital influencers, Chanel trusts the authority and permanence of the print medium.
Our data also revealed that 82% of Chanel’s print coverage stemmed from photoshoots.
Here, this is not about long-form storytelling or
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