Ulliel was the face of Bleu de Chanel for twelve years, until his death on 19 January 2022. When he died, Chanel's official Instagram and Facebook pages shared a tribute to him. Chanel also paid tribute to Ulliel during their Spring/Summer 2022 Haute Couture show at the Paris Fashion Week on 25 January 2022. A model dressed as a bride finished the show by carrying a bouquet of camellias—Coco Chanel's favorite flower—tinted midnight blue as a nod to Ulliel and the Bleu de Chanel perfume.