A universal tale of finding yourself with Jungian traits and multiple variants worldwide, the Brothers Grimm’s Snow White and the Seven Dwarfs has been re-imagined by Hollywood twice over the past six months: Mirror Mirror and Snow White and the Huntsman. With its "Miroir, Miroir" email sent early July, Chanel is keeping with the trend and banking on how the story echoes in ourselves to increase opening rates.
The entire email copy references fairy tales. The subject line refers to a (likely incorrect, depending on the translation) Snow White quote so engraved in popular culture finishing it is not necessary for the recipient to know this email is about beauty. The call to action invites the customer to go through the mirror, a possible reference to Alice in Wonderland, another tale with a looking-glass at its heart. The email ultimately links to a short film teasing the upcoming Rouge Allure lipstick line, “lips red as blood” being one of Snow White’s three key beauty attributes.
The film, where “crystals become makeup and reveal kaleidoscopic beauty”, is more science fiction than fairy tale, India-influenced rather than set in the German forest. According to Style.com, inspired by the “something Indian” in the new lipstick, Chanel creative director of makeup Peter Philips looked at Karl Lagerfeld’s Paris-Bombay and “a specific mirror-embellished coat” to direct the short. India is a popular inspiration for beauty brands at the moment: Clarins, Boucheron and NARS have all released wide-reaching lines rooted in the subcontinent. Yet the Chanel email copy follows the decidedly Western angle of Snow White.
Pictures: Top picture, Miroir miroir, Chanel email July 2012; Photos 2 and 3: Julia Roberts as the Evil Queen in Mirror Mirror, Relativity Media 2012; Photos 4 to 7: Charlize Theron as the Evil Queen and the mirror in Snow White and the Huntsman, Universal Pictures 2012