In an unprecedented Internet move for Chanel, the company has launched the ad campaign of its latest scent Coco Mademoiselle on elle.fr, the web site of France's best-selling fashion title.

Chanel bought an exclusive banner ad this week on the homepage of elle.fr, which also features a photo of Kate Moss wearing a skimpy black sequined dress by the label. Clicking on Kate or the banner pops up a 25-second ad in Flash featuring the house's signature black and white graphics and shots of Coco Mademoiselle's rather traditional bottle.

"It's a very good teasing," explained Monique Pascarel, director of Chanel's French media operations. Starting this Monday, Chanel will begin rolling out the Coco Mademoiselle print campaign in French dailies and magazines including Elle, a weekly in France.

Coco Mademoiselle, the label's sixth woman's fragrance, is a lighter scent that Coco has targeted at a younger consumer, say 25 to 35, exactly the Elle.fr reader. Launched in 1995, elle.fr reached 2.5 million page views in April, its highest level so far.

Neither Chanel nor elle.fr would say how much the exclusive ad on the site or the campaign as a whole will cost.