If there was ever any question of whether a heritage brand can remain fresh with a broad cross section of consumers, Chanel has laid the argument to rest. It is the number-one fragrance player in the U.S. prestige market, number nine in makeup and number five overall, and has perfected the art (and science) of keeping a brand simultaneously hip and iconic. While it has yet to achieve a significant social media presence, L2 cites Chanel for successfully keeping gray market products at bay on But its products are a clear winner with consumers, racking up 54 awards over the last five years.