The world of men's fragrance is about to change -- if Chanel has anything to do with it. The powerhouse brand is rolling out Bleu de Chanel this fall, its first men's fragrance since 2004, in an effort to establish a dominant foothold in the market.

Chanel Fragrance and Beaute president Andrea d'Avack said, "Our objective for Bleu de Chanel is to enter the top five in men’s fragrances in 2011,” according to a report by WWD. Blue de Chanel will be a "woody aromatic," something a little different for Chanel as well as current industry trends.

According to reports, Chanel partnered with film director Martin Scorsese to create an advertising film for the new fragrance. "The film is an instant classic but also very modern and perfectly aligned with the image that Chanel wanted to convey with Bleu," d'Avack told WWD.