NEW YORK — Chanel’s new U.S. president and chief operating officer, Maureen Chiquet, met much of the media last week for the brand’s twice-yearly product presentation, and she made it very clear at the gathering that Chanel’s beauty business will continue to be a priority for the company.

“This is a great time to be at Chanel,” she said, pointing to an image from the brand’s Nicole Kidman campaign for Chanel No.5. Print ads are breaking now, with the first U.S. TV ad to appear on NBC during “ER” on Nov. 11. A version of the ad is being shown now in selected U.S. movie theaters. “We have an incredibly rich heritage, and we’re looking forward to continuing our positive momentum going forward,” she added.

That momentum will be aided with a lineup of introductions in color cosmetics, skin care and fragrance in the first half of 2005, noted Jean Hoehn Zimmerman, executive vice president of sales and marketing, Chanel beauté. The plan also includes far-reaching advertising campaigns and a new counter design that was, as reported, unveiled at Bloomingdale’s in October. Next on the counter renovation agenda: Macy’s Herald Square.

Color business will get pops of newness throughout the first half, noted Elizabeth Mankin, vice president of beauté marketing for Chanel. Color’s star product for spring is the limited-edition Ruban Perlé, a $50 highlighter that will be available in Moonlight, a white-rose shade intended for evening, and Sunlight, a golden apricot intended for daytime use. It bows in January and will be advertised, said Mankin. Also coming in January are Base Ombre A Paupieres, a $30 eye shadow base available in two colors, beige and pink, and Rouge Double Intensité, a double-ended lip color product that includes a long-lasting base coat at one end of the tube and a high-shine coordinating gloss at the other. The product will retail for $30 and will be available in six shades.

In April, the brand will add Cristalle Gloss, a limited-edition waterlight lip gloss that will be available in six shades, each $24.50, and Le Crayon Gloss Sheer Lip Colouring Pencil, available in six shades for $27 each. A Mother’s Day gift set — a black box filled with five mini Aqualumiere lipsticks and a lip pencil, retailing for $55 — will also bow in April. As well, in May, Pureté Mat, a shine control powder in four shades, each $42, will be added.

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