Fragrance Bottles: Coach Legacy, Nina Ricci Gold, Daisy Marc Jacobs
Many brands often use the same shape bottle for flanker fragrance launches. This saves on tooling costs, and it also helps to establish a fragrance brand’s identity. Decorating becomes very important when the same bottle shape is used. Below are a few 2008 launches with decorations that caught our eye.
Gold Glitz
Typically, a brand will use the same bottle shape because it is launching a new version of a fragrance. Nina Ricci Gold, however, is the same fragrance as the Nina fragrance has long been on the market. Instead of being clear, the new packaging is an apple-shaped bottle covered in gold lacquer.
“Changing the bottle’s dress is a way to continue to encourage the customer’s addiction to the brand. The very first time we used this shape bottle was in 1952, so it’s a meaningful symbol for us. The apple design, combined with the fragrance’s apple-toffee scent, are key to the fragrance’s success, which is still strong more than two years after launching,” says Margerie Barbes-Petit, brand director, Nina Ricci fragrance division.
A smooth metallic gold finish covers the entire bottle. “The challenge was to make sure that the glass surface had a perfect finish. This was overcome by having a strict control over the glass quality,” says Barbes-Petit. The bottle was supplied by Pochet (Wayne, NJ), the pump by MWV Calmar (Grandview, MO), and the cap by Qualipac (Wayne, NJ).
A Legacy of Color
The difference between the Coach Legacy bottle and the original Coach fragrance bottle is the colorful stripe pattern on the bottle’s cap. The décor was modeled after the brand’s Legacy handbag collection. The pattern was originally designed by Bonnie Cashin and was revisited for the brand’s 65th anniversary.
“We strongly believe that Coach Beauty should be an extension and a reflection of the Coach fashion brand. It establishes an immediate connection between fashion and beauty and demonstrates how they complement each other,” says Julie Howard, senior vice president, global marketing and brand development, BeautyBank.
The stripe pattern on the polypropylene cap was achieved using multicolored foil labels manufactured in Japan, according to Scott Roman, director of package development, BeautyBank. The cap was produced by Alcan Packaging (New York City). “The labels must meet at the seam without disruption of the pattern, and the thin gold stripes between each color had to be perfectly executed,” says Roman as he described one of the challenges faced during production.
“The most challenging aspect of the project was color matching the foil label on the bottle’s cap with the with pattern on the box,” says Roman. “Everything had to be an exact match.” The injection-molded setup box supplied by Knoll Packaging (Roslyn Heights, NY) was wrapped with paper printed with stripes and hot stamped with gold foil.
Imitation acid-etch silk-screening was used to decorate the bottle with interlocking Cs. SGD North America (New York City) supplied the bottle.
Dark Daisies
Daisy Marc Jacobs eau de parfum is more intense than the original eau de toilette that first launched, and its bottle is more intense-looking as well. The bottle was sprayed an opaque glossy black. The logo was screened with white organic ink.
“Black and gold are key design elements that were already a part of the brand, used on the cartons for the original fragrance’s launch in 2007. This new design was a way to bring these key codes to the bottle itself,” says a marketing representative from Coty Prestige.
The daisy-shaped cap was made from molded polypropylene in metallized gold. Although the original cap was molded from flexible PVC, a more-rigid material was needed for the new cap to allow for the metallization process.
Read about more Award-Worthy Fragrances.