Initially, Chanel No. 5 was advertised solely through word of mouth. Coco Chanel would invite influential women, who would nowadays be referred to as "tastemakers," to elegant dinner parties where she would apply the fragrance on them. In 1921, the cartoonist Sem created a now-iconic tribute to No. 5. The drawing portrayed Coco Chanel herself gazing at the timeless bottle, dressed in a chic and comfortable style. This image embodied the idea of The New Woman, with No. 5 being the fragrance of her choice.

Chanel No. 5 and Marilyn Monroe are closely intertwined. The legendary actress is famed for saying, "Why, Chanel No. 5, of course!" in response to the question of what she wore to bed in a Marie Claire interview. The statement immediately associated the fragrance with the most glamorous movie star of the time, which caused sales to significantly increase. Surprisingly, Marilyn didn't start acting as a spokesperson for Chanel until 2013, when she appeared in a No. 5 advertising. It also means that what was the most successful celebrity endorsement of a fragrance at the time didn't cost the company anything.

 A collection of prints by Andy Warhol showcased the iconic No. 5 bottle, and later, Chanel acquired the rights to feature them in their advertising campaigns. The outcome was a globally recognized and unforgettable advertising campaign that added a much-needed touch of pop art cool to the classic perfume's heritage.