"No 5 has always been a very alive perfume in the company," [Jacques] Polge continues. "It is our job to protect the creation, and we make all types of effort in order that it remains the same. Every time there is a change in fashion or in women's habits of using perfume, instead of altering what already exists, we launch a new product. First came Eau de Toilette, then there was Eau de Parfum, and very soon there will be Eau Première."
— From The Chanel No 5 story in The Independent.