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Flacons Take Flight for Fall



In a perfume market that’s more crowded than ever, the bottle’s design must attract attention and communicate with the consumer. Happi asked leading fragrance marketers and those involved in the scent’s creation to dish about their work, and how the packaging provides a great starting point to the sensory experience that awaits the user.



By Christine Esposito, Associate Editor



Published August 11, 2011
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Flacons Take Flight for Fall

 

Vince Camuto by Vince Camuto(Parlux)


• “The bottle references the authentic Italian heritage of the Vince Camuto brand—it is at once modern and classic. The Camuto Family crest adorns the cap of the bottle in a delicate golden filigree as polished and feminine as the fragrance itself. This namesake essence and the elegant, angled flacon itself speak to the modern woman’s lifestyle—independent and confident, bold, sexy yet sophisticated.” —Vince Camuto

 

 












 

 

Elie Saab(Beaute Prestige International)

• “I love architecture and had a very clear idea of what I wanted for my bottle. I wanted something simple, straight lines, the rigor of a cube and the sensation of an object made to be held in the hand, a beautiful object, with density and light. For me, light is eternal strength.” —Elie Saab

 







 

Sensuous Nude(Estée Lauder)

• “The Sensuous Nude bottle retains the delicate fluting of Sensuous. The tones of nude blush to a berry pink reflect the intimate sensuality and femininity of a woman.”

– Charisse Ford, senior vice president,

global marketing, Estée Lauder














 

Vera Wang Lovestruck(Coty Prestige)


• “Just like how the eye-catching cap echoes the Lovestruck advertisement, [the bottle] also speaks to the fragrance. We knew this scent had to be built around a floral heart, but like the ribbons and tulle decorating the bottle, it had to be interpreted in a soft, pretty and feminine way, not old fashioned or heavy, but airy, delicate and inviting to the touch. The shocking pink accent on the bottle is reminiscent of the electric feeling you have when you are falling in love. And we use the juicy sparkling top note of the fragrance, especially the luscious guava, to carry this feeling into the scent.”–Stephen J. Nilsen, perfumer

 


 

Moment de Bonheur(Yves Rocher)

• “The bottle evokes a tension between a classic and modern look. It is a traditional shape but the beveled edges have been softened to modernize and soften the look. The colors are representative of both the optimism of the fragrance and its juice, with the pink hue representing the rose melting into the green reflecting the green floral scent that is Moment de Bonheur.”—Valerie Andre, marketing director of fine fragrances, Yves Rocher



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