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Tiong Bahru Bakery rebrands handwash to distance from Chanel fragrance Details 22 February 2021 Local bakery brand Tiong Bahru Bakery has rebranded its brioche-scented handwash shortly after going public with it. The handwash was initially named Brioche N°5 , which was a similar name as Chanel s fragrance N°5 . As such, the bakery has silently rebranded the product to Brioche No. 1 . In a statement to MARKETING-INTERACTIVE, a spokesperson from Tiong Bahru Bakery said it decided to change the name of its handwash to avoid any potential confusion with other brands that are in the beauty market . It is added that the move came as Chanel shared with the brand that the former owns the trademark to N°5 . ....