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Fragrance Design in Peak Form

March 9, 2017

Four fragrance packages get rave reviews for integral storytelling.

Perhaps more than any other beauty category, Fragrance captivates consumers with its storytelling qualities. Here are four bestsellers in packaging that’s primed to fly off shelves with wearable classics.

Brandimage, a leading global consultancy of brand equity architects and designers, weaves a powerful tale with New York City as the background in an elegant bottle and carton they designed for Van Cleef & Arpels’ new fragrance for men, while Giorgio Beverly Hills’ luxe flacon and carton has women caught up in the fantasy of West Coast glamour. Gucci sets a tropical paradise theme as a fantasy while Tommy Bahama takes to the high seas, adventure-style.

Van Cleef & Arpels in New York

Van Cleef & Arpels in New York pays tribute to the art deco architectural tradition of New York, where Van Cleef & Arpels has had its own boutique since 1942 in the heart of Manhattan, at 774 Fifth Avenue. As inspiration for the design, Brandimage imagined an encounter between the famous jeweler and the city that never sleeps.

According to the agency, the perfume bottle was designed as an architectural piece, made out of steel and glass, echoing the geometric force of Manhattan’s skyline and the inspiring ascending verticality of skyscrapers that together create this symbol of timeless elegance and urban creativity.

Simplicity, strength and elegance of the city’s contemporary architecture guided Brandimage in the design of the bottle, consisting of a block of glass with a sleek geometrical design, circled with a steel rim. A gradient smoky grey glazing is reminiscent of the giant windows of the iconic skyline that reflect with force the lines and parallels of the intersecting streets and avenues formed by the perfect and inimitable geometry of New York. The coldness of the glass contrasts with the softness of the rubber cap. The color palette and the choice of materials express this peculiar harmony of glass, metal and tar, quintessential elements of Manhattan.

Giorgio Beverly Hills Glam

Giorgio Beverly Hills Glam invites consumers to the magnetic, extravagant world of Beverly Hills, the world's premier spot for towering palm trees, warm West Coast winds and endless California luxury—and has done so since 1981, when the brand first burst onto the scene. The original, described by some as the “scent of the century,” was worn by the famous and fashionable. Now, in celebration of its 35th anniversary, the iconic brand opens a new chapter with Giorgio Beverly Hills Glam. Adding to the story, Emmy-Award winner Julianne Hough appears as the face of the famous “house.”

Glam combines the white florals of the original Giorgio Beverly Hills scent and mixes in amber and sandalwood.

With an elegant and striking shape, the glamorous Giorgio Beverly Hills Glam bottle and cap channel the confidence and sophistication of the Giorgio Beverly Hills lifestyle.

The purple and pink ombré design speaks to modern glamour while the gold accents give a nod to the brand's luxurious lifestyle. Both vibrant and chic, the Giorgio Beverly Hills Glam bottle is a perfect standout on the vanity of any woman looking to create her own Rodeo Drive moment.

Gucci Bamboo

Gucci Bamboo, formerly a property of P&G Beauty, made its debut in re-designed packaging as part of Coty’s acquisition of dozens of P&G brands. It’s the first of the former P&G fragrances to appear under the Coty umbrella.

The new Gucci Bamboo Limited Edition launched in European travel retail locations at the beginning of January and hit shelves in Asia and Americas in February.

According to Coty the launch is a special new version of the scent, which has been reformulated by Alessandro Michele of Gucci.

“The Gucci Bamboo Limited Edition’s eau de parfum is the original woody floral fragrance, tinted a jewel tone to celebrate the scent’s new chapter,” says Coty.

The new Gucci Bamboo Limited bottle features “art deco inspired lines,” and a silver stopper in the form of bamboo. The lavender-hued outer packing is described as “reminiscent of a bamboo garden."

Tommy Bahama Maritime

In sync with the brand’s ethos to celebrate the “finer things in life,” Tommy Bahama, the iconic island lifestyle brand, has announced its latest men’s fragrance, Maritime, described as “an olfactive reflection of one of the Tommy Bahama man’s weekend passions.” Influenced by blue waters and the pleasure of sailing, Maritime encapsulates the rush and power of ocean waves and sea air, inan aromatic-woody fragrance created by Frank Voelkl, senior perfumer at Firmenich.

In what the brand describes as a “timeless bottle design,” Maritime exudes the very essence of the carefree styling and effortless sophistication attributed to the Tommy Bahama brand. Reflecting the spirit and fluidity of the sea, the bottle takes on a smooth silhouette, with a clear blue-colored tint contrasting with wood and rope cleat design.

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