plan was now to grow the market by selling the perfume at military post exchanges. It was a risky move that might have damaged the allure of the brand. But it did not: instead, it became a souvenir soldiers coveted for their sweetheart back home. At the end of World War II, Coco Chanel's wartime collaboration threatened her with arrest and incarceration. In an attempt at damage control, she placed a sign in the window of her rue Cambon boutique, announcing that free bottles of Chanel No. 5 were available to American GIs. Soldiers waited in long lines to take a bottle of Paris luxe back home, and "would have been outraged if the French police had touched a hair on her head". 1950s In April 1952, American actress Marilyn Monroe appears for the first time on the cover of Life, and the article mentions her answer to the question, "What do you wear to bed?" and her reply, "Chanel No. 5." In an unpublished photo shoot for an article by Sidney Skolsky in Modern Screen in 1953, a Chanel No. 5 bottle is seen on her nightstand. 1960s In the 1960s, the glossy fashion magazines such as Vogue and Bazaar presented Chanel No. 5 as a required accessory. Print advertising for Chanel No. 5 was staid and conservative in both visuals and text, eschewing the energy and quirky aesthetic of the youth culture. Two catch phrases alternated as ad copy: "Every woman alive wants Chanel No. 5" and "Every woman alive loves Chanel No. 5". 1970s and 1980s In the 1970s, the brand needed revitalization. For the first time it ran the risk of being labeled as "mass market" and passé. The fragrance was removed from drug stores and similar outlets. Outside advertising agencies were dropped. The rebranding was managed by Jacques Helleu, the artistic director for Parfums Chanel. Helleu chose French actress Catherine Deneuve as the new face of Chanel. Print ads showcased the iconic sculpture of the bottle. Television commercials were inventive mini-films with production values of surreal fantasy and seduction. Directed by Ridley Scott in the 1970s and 1980s, they "played on the same visual imagery, with the same silhouette of the bottle." 1990s In the 1990s, more money was reportedly spent advertising Chanel No. 5 than was spent for the promotion of any other fragrance. Carole Bouquet was the face of Chanel No. 5 during