Chanel introduces e-logo to identify authorised online retailers

Chanel is reinforcing its fight against counterfeiting with a new e-logo designed to clearly identify its authorised online retailers for fragrance and beauty products. The French luxury house has introduced this verification symbol across key e-commerce platforms, including department stores such as La Rinascente and beauty retailers like Sephora and Marionnaud. The round black emblem features the Chanel name alongside the phrase “authorised retailer” in white.

“As part of its ongoing commitment to protecting its distribution network, Chanel has launched a new e-logo, now visible on the websites of online partners authorized to sell its Parfums Beauté collections,” the company stated.

The French luxury group explained that this digital certification allows consumers to quickly verify whether Chanel cosmetics are being sold through official channels, safeguarding them against counterfeit or unauthorised goods.

First introduced on select platforms, the initiative will gradually expand across Chanel’s key global markets. To further cement its legal standing, the luxury brand has filed trademark applications for the e-logo in several countries, including the United States, France, Denmark, Germany, Singapore, and Indonesia. As Chanel explained, “registered as a trademark with official authorities, the e-logo provides an additional layer of protection by clearly designating our approved retail partners.”

As Chanel emphasises on its website, “only products purchased in a Chanel boutique or in an authorised Chanel retailer are guaranteed to be authentic”. The brand provides a comprehensive directory of its official points of sale, listing flagship boutiques, select multi-brand retailers, and certified stockists for its eyewear, fragrance, and beauty collections.

While this digital label currently applies exclusively to the beauty division, it represents a significant milestone in Chanel’s broader strategy to safeguard its intellectual property and regulate its online distribution network.