Marie Redding, Associate Editor09.01.15
Anna Sui’s Romantica was inspired by an Art Nouveau look.
“Packaging is every brand’s opportunity to tell its story about a fragrance,” says Tara Swords, founder, Olfactif. “I always advise brands to use packaging to build an immersive experience for the customer,” she says. Olfactif features indie brands on its e-commerce site, and sells subscriptions to a monthly fragrance sampling box. Swords created the company to make it easier for all consumers to try niche fragrances, no matter where they live.
She says she will often advise a niche perfumer on packaging, since they may sometimes overlook it—or regard it as an afterthought, because their main “love” is formulating. She will say to a perfumer, &l
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