In this paper author investigated history of the fragrance Chanel No. 5, how it was conceived, promoted, what is the perception of the Croatian audience about this fragrance and how much it coincides with designer’s original idea both for the target group and for the public? Chanel No. 5 is almost hundred-year-old fragrance that is still one of the bestselling and the most famous fragrances in the world, and its turbulent past gained him a status of an icon. The paper is divided into two parts: theoretical and research part. The theoretical part explains concept of luxury, how it has been created and methods of promoting luxury products. A detailed history of the origin and life of the fragrance, it’s promotion, methods and known influencers are also explained. The context of the time in which the fragrance originated and how historical situation led to its status is also explained. The purpose of the theoretical part is to clarify what are the most well-known and most common ways to promote luxury products, especially fragrances. It aim is to explain the meaning of the perfume, how it is intended to be perceived by customers, what its symbolism is and certainly who the particular original target group is. One of the important goals is to establish reasons why the fragrance gained its popularity and maintained it during the first two decades when almost no promotion methods were used for its promotion. Important promotional campaigns were also mentioned, in which ways they presented the fragrance, and its most famous influencers. Since there is no study on the promotion of Chanel No. 5 in Croatia, author did in-depth interview with marketing people, Croatian influencers and promoters to find out how the fragrance was promoted, sold and presented and to which target group. The promoters who have the closest contact with customers gave their opinion on the perception of scent and the reasons for it. In order to get the most accurate knowledge about the perception of smell in Croatia author made an online survey about public's attitudes, how they match or differ from the designer's vision and the promotion plan of Chanel's marketing department from Croatia.