Tiong Bahru Bakery rebrands bread-scented hand wash to be less Chanel-like

The original bread-scented hand wash at left, its new look, at right. Photos: Tiong Bahru Bakery
The original bread-scented hand wash at left, its new look, at right. Photos: Tiong Bahru Bakery

Tiong Bahru Bakery has rebranded its brioche-scented hand wash just days after announcing the product to the press last week. 

The quirky bottles of soap are now labeled “Brioche No. 1” instead of “Brioche N°5,” which bore a striking resemblance to the iconic perfume brand of French fashion house Chanel. 

Tiong Bahru Bakery, famous for its French pastries, said it was changing the name to avoid any possible confusion with other beauty brands – although it did not mention which, and its publicist declined to answer whether it had received a complaint from Chanel. 

“We made the decision to change the name to avoid any potential confusion with other brands that are in the beauty market,” the bakery told Coconuts today.

The hand wash, which retails at S$24 per 280 milliliter bottle, was the result of a collaboration with local perfumery Oo La Lab and contains whiffs of vanilla, caramel and pineapple. 

It previously introduced Chewing Gum in 2017, another handwash that smells just like the minty Wrigley gum. The bakery has six outlets across the city.

Other stories you should check out:

Tiong Bahru Bakery just launched a brioche-scented hand wash

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