In The Fifth Element, a single press of a button transforms Leeloo’s face—flawless, perfectly applied makeup in an instant. It’s effortless. It’s iconic. And, of course, it’s Chanel.
But why Chanel? Why, in a world of flying cars and intergalactic opera, does a luxury brand from our time still exist?
Because beauty—real beauty—is timeless. Because no matter how advanced technology becomes, the desire to express ourselves through artistry, elegance, and transformation will never disappear.
That tiny moment in the film is more than just a futuristic beauty hack. It’s a reflection of something deeper: that beauty is a form of power, a form of identity, and—perhaps most intriguingly—a form of status. In the world of The Fifth Element, owning a Chanel makeup device means something. Just like wearing Chanel today means something. The brand isn’t just about appearance; it’s about the experience, the luxury of feeling beautiful, no matter the century.
It also hints at something else—the future might change how we apply makeup, but not why we do it. We still crave transformation, the ability to express or disguise, to enhance or reveal. The act of applying makeup is not just a routine; it’s a ritual.
Maybe we don’t have instant makeup machines just yet, but the idea of effortless transformation is already here. The products we choose, the way we apply them, the way beauty makes us feel—it’s all part of something much bigger. Something that transcends time.
The future has always been beautiful.