By  on July 16, 2010

Chanel is looking to raise the profile of its men’s scent business this fall with Bleu de Chanel, its first major male fragrance since 2004’s Allure Homme Sport and its first men’s masterbrand since 1990’s Egoïste.

And Chanel executives are aiming high: “Our objective for Bleu de Chanel is to enter the top five in men’s fragrances in 2011,” said Andrea d’Avack, president of Chanel Fragrance and Beauté, adding that the brand’s goal for the U.S. is even more targeted: to be in the top three men’s fragrances by the fourth quarter.

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