• Login
    • Join
  • Subscribe Free
    • Magazine
    • eNewsletter
    Checkout
    • Magazine
    • News
    • Components
    • Markets
    • Materials
    • Solutions
    • Top 20 Companies
    • Buyers Guide
    • Events
    • More
  • Magazine
  • News
  • Components
  • Markets
  • Materials
  • Solutions
  • Top 20 Companies
  • Buyers Guide
  • Events
  • Current & Past Issues
    Features
    Editorial
    Departments
    Columns
    Digital Edition
    eNewsletter Archive
    Editorial Guidelines
    Staff
    Subscribe Now
    Advertise Now
    Top Features
    Drunk Elephant—Beauty Company of the Year: Excellence in Packaging

    Key Insights on Lip Color & Mascara Packaging

    Our 4 Finalists—Beauty Company of the Year: Excellence in Packaging

    A CBD Packaging Evolution

    Packaging Decorated to Make a Lasting Impression
    Breaking News
    Regulatory
    Events
    Association
    Packaging
    Adv/Marketing
    Financial
    Retail & Travel
    People
    Products
    Experts
    Press Releases
    Exclusives
    Live From Shows
    Video Bites
    Packaging Personalities
    Top News
    Inahsi Naturals Achieves EU Compliance

    Biden Prioritizes PPP Relief for the Beauty Industry

    Christie Brinkley Joins SBLA Beauty

    Madison Reed Raises $52 Million in Financing Round

    The Estée Lauder Companies Closes Becca Cosmetics
    3D
    Accessories
    Aerosols
    Airless
    Applicators
    Bags
    Bottles/Jars
    Brushes
    Cans
    Cartons/Boxes
    Closures
    Compacts
    Devices
    Dispensers
    Double Duty
    Droppers
    Environmental
    Labels
    Lipstick packages
    Mascara Containers
    Paper
    Pouches
    Printing
    Pumps
    Rollerballs
    Small Sizes
    Stock Pkg
    Tubes
    Wipes/Sheets

    A New Biodegradable Sponge—& Why TikTok Users Are Horrified

    Key Insights on Lip Color & Mascara Packaging

    The Tube Council Names the 2020 Tube of the Year Award Winners

    Could Sustainable Digital Lipsticks Become a Reality?

    Sustainability Drives New Solutions in Innovative Cosmetic Packaging
    Bath/Body
    Cosmetics
    Ethnic
    Fragrances
    Hair
    Health and Beauty
    Home Fragrance
    Men
    Nails
    Personal Care
    Sample/Travel Sizes
    Sets/Kits
    Skin

    Inahsi Naturals Achieves EU Compliance

    Biden Prioritizes PPP Relief for the Beauty Industry

    Christie Brinkley Joins SBLA Beauty

    Madison Reed Raises $52 Million in Financing Round

    The Estée Lauder Companies Closes Becca Cosmetics
    Brush Fibers
    Eco-friendly
    Flexibles
    Glass
    Metal
    Paper/Board
    PCR
    PET
    Plastics
    Wood

    Neopac Introduces Lightweight Plastic Tube

    Beauty That’s Ultra Luxe and Sustainable

    Quadpack Expands in the Americas Region

    Key Insights on Lip Color & Mascara Packaging

    Corpack Creates Custom Packaging for Marlies Möller Hair Care Line
    Anti-Counterfeit
    Contract Services
    Decorative Effects
    Design Capabilities
    Digital Printing
    Injection Molding
    Machinery
    Made in USA
    Package Development
    Printing/Decorating
    Sustainable Pkg/Practices
    Turnkey

    Beauty That’s Ultra Luxe and Sustainable

    Burt's Bees To Reduce Virgin Packaging Materials By 50% By 2030

    Pai Skincare Rebrands For An Eco-Conscious World

    How L’Oréal Is Accelerating Its Sustainable Mission

    Key Insights on Lip Color & Mascara Packaging
    Top 20 Companies
    Amway

    Beiersdorf

    Shiseido

    Natura Cosméticos S.A.

    Unilever
    All Companies
    Categories
    Company Profiles
    Jobs
    Add New Company
    International Buyers Guide Companies
    Derik Industrial USA

    Yonwoo/PKG

    Coverpla Inc.

    APC Packaging

    USS LLC
    Industry Events
    Live From Shows
    Exhibitor Showcase
    Webinars

    CEW Goes Virtual with Annual State of the Beauty Industry Report

    Easyfairs Announces New Three-Day Digital Event

    NYSCC Supplier’s Day Announces New Dates

    Cosmoprof India Announces 2021 Dates

    MakeUp in Shanghai and Luxe Pack Shanghai Postponed
    • Magazines
      • Current / Back Issues
      • Features
      • Editorial
      • Departments
      • Columns
      • Digital Edition
      • eNewsletter Archive
      • Staff
      • Editorial Guidelines
      • Subscribe Now
      • Advertise Now
    • Breaking News
    • Buyers Guide
      • Companies
      • Categories
      • Corporate Capabilities
      • Add Your Company
    • Components
      • 3D
      • Accessories
      • Aerosols
      • Airless
      • Applicatiors
      • Bags
      • Bottles / Jars
      • Brushes
      • Cans
      • Cartoons / Boxes
      • Closures
      • Compacts
      • Devices
      • Dispensers
      • Double Duty
      • Droppers
      • Environmental
      • Labels
      • Lipstick Packages
      • Mascara Containers
      • Paper
      • Pouches
      • Printing
      • Pumps
      • Rollerballs
      • Small Sizes
      • Stock Pkg
      • Tubes
      • Wipes/Sheets
    • Markets
      • Bath/Body
      • Cosmetics
      • Ethnic
      • Fragrances
      • Hair
      • Health And Beauty
      • Home Fragrance
      • Men
      • Nails
      • Personal Care
      • Simple/Travel Sizes
      • Sets/Kits
      • Skin
    • Materials
      • Brush Fibers
      • Eco-friendly
      • Flexibles
      • Glass
      • Metal
      • Paper/Board
      • PCR
      • PET
      • Plastics
      • Wood
    • Solutions
      • Anti-Counterfeit
      • Cotract Services
      • Decorative Effects
      • Design Capabilities
      • Digital Printing
      • Injection Molding
      • Machinery
      • Made In USA
      • Package Development
      • Printing/Decorating
      • Sustainable Pkg/Practices
      • Turnkey
    • Top 20 Companies
    • Online Exclusives
    • Slideshows
    • Expert Opinions
    • Videos
    • Infographics
    • Whitepapers
    • Products Showcase
    • Events
      • Industry Events
      • Live From Show Events
      • Webinars
    • Jobs
    • About Us
      • About Us
      • Contact Us
      • Advertise With Us
      • Privacy Policy
      • Terms Of Use
    Columns

    ‘Stash SJP’: Delivering on the Packaging Concept

    From start to finish, this new fragrance tells an intriguing story.

    ‘Stash SJP’: Delivering on the Packaging Concept
    Stash SJP has a hand-made, vintage apothecary vibe.
    ‘Stash SJP’: Delivering on the Packaging Concept
    Sarah Jessica Parker hosted a personal appearance at Ulta for her newest fragrance “for humans”—Stash SJP.
    ‘Stash SJP’: Delivering on the Packaging Concept
    Jon Dinapoli
    Jon Dinapoli, Creative Director12.05.16
    I have had the great fortune of working with Sarah Jessica Parker for over a decade as the creative director on her fragrance brands. Lovely, which is now in its 10th year, was our first project together. The development of Lovely—from the packaging to the visuals to the scent—was extremely collaborative and creative. Lovely had a very specific point of view and unique characteristics for the time. Fast forward 10 years and we have taken the same developmental approach to Stash, just with very different codes.

    The idea of Stash was created in SJP’s mind many years ago, however, it wasn’t ready to come out until now. Consistent with all fragrance brands she’s launched, this project started with the fragrance itself. She had dabbled quietly over the years on developing and experimenting with it, so when it came time to actually work with IFF, she knew exactly what she wanted.

    Simultaneously, the name Stash SJP came to life. The fragrance was SJ’s secret “stash” for all this time and now she was ready to share it with the world.

    And so the packaging and design began. With the fragrance and name complete, I had a tremendous amount of inspiration to design. We were inspired by something authentic, mysterious, secretive, apothecary or old fashioned—hand made. We knew it would be a dark cognac color. I looked back and researched perfumes and oils from decades ago and was intrigued by the rawness and simplicity of the packaging, but still focusing on handcrafted details and craftsmanship.

    We loved the idea that it was packaged right from the lab in the glass and materials they had there. It’s the moment she was in the lab finalizing the scent and grabbed the vial, poured the juice in, corked the top, ripped a piece of tape and feverishly signed—Stash SJP! That’s it. This is how the packaging concept was born. Once we agreed on this concept (which by the way is not far from how it really happened), I had the challenge of transitioning it into something that was qualitative, desirable and produce-able.

    I started with the glass. We were very much into this laboratory/vial style glass, but were highly conscious of the price point and making sure the consumer got the value she (or he) deserved. By staying with a simple cylindrical shape, I added a heavyweight curved shape to the heel of the glass. This qualitative detail sharply contrasted the simple shape of the outside perfectly. Making the comp was the easy part; it had a perfect “smile” and it was consistent from comp to comp. As we all know, blowing glass is much less perfect. I pushed and pushed to get the shape and depth of the heel just as we envisioned it. It was a very hard task to complete, but I am very happy with what we were able to produce.

    The cap was inspired by the shape and function of an old fashioned cork. We actually explored using a real cork material, but it didn’t feel upscale enough. So instead we modeled the matte black cap shape from a cork stopper. Adding the hand tied matte cord and signature gold SJP emblem around the gold collar completed the look. The combination of these materials feels authentic—slightly vintage yet understated.

    My favorite part of the package, and the most challenging, is the textured black tape. In development we hand ripped gaffer’s tape for every piece. We all fell in love with the uniqueness and rawness of every bottle. It was literally like she ripped each one and individually signed them. We tried dozens of methods to replicate this in mass production and keep the authentic look. Well, that didn’t work—so in the end, each piece for all production is hand ripped and hand applied, just as SJ and I did for the comps.

    The bottle comes in a standard folding carton which has a glossy black background with the tape replicated by matte finishing and embossing texture. To add the “Stashlike” nature of the brand, I thought it was important to also have a pouch to hold the bottle.

    Bengaline is a material that is used consistently through her fashion brand, so I chose a black bengaline with gold cord and gold logo.

    From the initial brainstorm session to the on-counter date was a remarkable 12-month period. This is by far the fastest new launch I have ever developed. I met with SJ probably twice a month (sometimes more) on every aspect of design and production. This was the only way we could have perfected every detail so seamlessly and efficiently.

    In Sarah Jessica’s own words, “One of the hardest secrets I’ve ever been asked to keep. A scent we’ve spent years perfecting. Passed among a select few like a verboten substance. Offered up only in secret but no longer.”

    ABOUT THE AUTHOR:

    Jon Dinapoli is the creative director of Sarah Jessica Parker Fragrances and co-founder/creative director of Walsh House, a branding and creative agency focused on the luxury goods sector. A creative director, designer and leader with more than 16 years of experience in the beauty and fashion industry, Dinapoli previously held the position of VP of Creative at Coty. There he designed and launched many fragrance and cosmetic brands, including Calvin Klein, Marc Jacobs, Balenciaga, Vera Wang, Jennifer Lopez, Sarah Jessica Parker, Gwen Stefani and Madonna.  He oversees overall brand development, package design, advertising, graphic design, in-store, photography, retouching, promotions and more. 
    Related Searches
    • Fragrances

    Related Columns

    • Bottles/Jars | Fragrances
      Winners of the TFF’s Packaging Of the Year Awards

      Winners of the TFF’s Packaging Of the Year Awards

      A fun ‘juice box,’ a luxe crown, and a vintage apothecary inspired these winning fragrance bottle designs.
      Marie Redding, Senior Editor 11.04.20

    • Fragrances
      A New ‘Hope’ in a Perfume Bottle

      A New ‘Hope’ in a Perfume Bottle

      ...
      Jamie Matusow, Editor-in-Chief 11.02.20

    • Bottles/Jars | Fragrances
      Building Momentum  with Small Wins

      Building Momentum with Small Wins

      From ingredients to packaging, Clean Beauty Collective aims to ‘be mindful of the people and the planet.’
      Greg Black, President, Clean Beauty Collective 09.01.20


    • Cosmetics | Eco-friendly | Fragrances | Package Development | Skin Care/Sun Care | Sustainable Pkg/Practices
      A First Look at This Year’s Luxe Pack Monaco

      A First Look at This Year’s Luxe Pack Monaco

      A preview of what you’ll find at the luxury packaging show on September 30th through October 2nd, 2019.
      Marie Redding, Senior Editor 08.30.19

    • Cosmetics | Fragrances | Skin Care/Sun Care
      Luxe Pack New York Moves to the Javits Center

      Luxe Pack New York Moves to the Javits Center

      The show will take place May 15th - 16th in its new location.
      Marie Redding, Senior Editor 04.30.19

    • Cosmetics | Fragrances
      ADF&PCD Paris 2019 Reports A Successful Edition

      ADF&PCD Paris 2019 Reports A Successful Edition

      Organizers say it’s a sign that the packaging, aerosol and distribution systems sector is doing well.
      03.04.19


    • Bottles/Jars | Caps/Closures | Fragrances | Glass
      Estée Lauder Beautiful Belle

      Estée Lauder Beautiful Belle

      Packaging that tells a modern love story
      Humberto Rebolledo, Executive Director – Global Package Development, Estée Lauder 01.30.19

    • Cosmetics | Fragrances
      Beauty’s Disruption

      Beauty’s Disruption

      As transformation continues, we anticipate more surprises. Will your brand be ready?
      Larissa Jensen, Executive Director, Beauty Industry Analyst, The NPD Group 01.30.19

    • Fragrances
      Future Packaging Designers Honored by Pratt

      Future Packaging Designers Honored by Pratt

      29th annual Art of Packaging Award gala pays tribute to Groupe Pochet
      Jamie Matusow, Editor-in-Chief 07.26.18


    • Fragrances
      Celebrating The Fragrance Foundation Awards

      Celebrating The Fragrance Foundation Awards

      The spotlight shines on perfumes and packages—and their creators.
      Nancy Jeffries, Contributing Writer 07.25.18

    • Cosmetics | Fragrances | Skin Care/Sun Care
      Change Has Arrived

      Change Has Arrived

      Here’s what we can expect for Prestige Beauty in 2018.
      Larissa Jensen, Executive Director, Beauty Industry Analyst, The NPD Group 01.26.18

    • Cosmetics | Fragrances | Hair Care | Nails | Personal Care | Skin Care/Sun Care
      CEW Beauty Awards Product Demo to Reflect Indie Growth

      CEW Beauty Awards Product Demo to Reflect Indie Growth

      The March 1 event will also feature a number of new categories.
      Andrea Nagel, Vice President of Content at CEW 01.26.18


    • Bottles/Jars | Caps/Closures | Cartons/Boxes | Compacts | Cosmetics | Fragrances | Printing | Skin Care/Sun Care
      Luxury and Deco Stand Out in 39th Annual NJPEC POY Awards

      Luxury and Deco Stand Out in 39th Annual NJPEC POY Awards

      From re-usable secondary packaging to machined and graphic details, this year’s winners told compelling stories.
      Jamie Matusow, Editor-in-Chief 01.26.18

    • Cosmetics | Fragrances
      Luxe Pack Monaco  Celebrates 30 Years

      Luxe Pack Monaco Celebrates 30 Years

      ...
      Marie Redding, Associate Editor 09.01.17

    • Cosmetics | Design Capabilities | Fragrances | Hair Care | Package Development | Personal Care | Printing/Decorating | Skin Care/Sun Care
      ICMAD Announces 2017  CITY Award Winners

      ICMAD Announces 2017 CITY Award Winners

      Association presents 12 awards to creative cosmetic companies
      Jamie Matusow, Editor-in-Chief 09.01.17

    Trending
    • Ranking The Top 50 Cosmetic Companies
    • The Estée Lauder Companies Closes Becca Cosmetics
    • Wondering How To Connect To The Latina Market?
    • IT Cosmetics Founder Jamie Kern Lima Is Leaving
    • Christie Brinkley Joins SBLA Beauty
    Breaking News
    • Inahsi Naturals Achieves EU Compliance
    • Biden Prioritizes PPP Relief for the Beauty Industry
    • Christie Brinkley Joins SBLA Beauty
    • Madison Reed Raises $52 Million in Financing Round
    • The Estée Lauder Companies Closes Becca Cosmetics
    View Breaking News >
    CURRENT ISSUE

    January/February 2021

    • Drunk Elephant—Beauty Company of the Year: Excellence in Packaging
    • Key Insights on Lip Color & Mascara Packaging
    • Our 4 Finalists—Beauty Company of the Year: Excellence in Packaging
    • A CBD Packaging Evolution
    • View More >

    Cookies help us to provide you with an excellent service. By using our website, you declare yourself in agreement with our use of cookies.
    You can obtain detailed information about the use of cookies on our website by clicking on "More information”.

    • About Us
    • Privacy Policy
    • Terms And Conditions
    • Contact Us

    follow us

    Subscribe
    Nutraceuticals World

    Latest Breaking News From Nutraceuticals World

    New FDA Traceability Rule Appears to Omit Dietary Supplement Manufacturers
    Clinical Trial Finds Metabolic Benefits for Polyphenols Formula
    JRF Technology Debuts Elderberry Oral Film Strip
    Coatings World

    Latest Breaking News From Coatings World

    Universal Display Corporation, PPG Expand Global Production of UniversalPHOLED Materials
    OQ Chemicals Increases Carboxylic Acids, Esters Prices
    Sensory Analytics Announces Issuance of Broad New Patent Covering Coating Thickness Measurement
    Medical Product Outsourcing

    Latest Breaking News From Medical Product Outsourcing

    Japan to Lead APAC Assisted Reproductive Technology Devices Market
    Portescap Slotless Brushless DC Motors Receive ISO 13485 Certification
    FDA Breakthrough Device Designation Given to MI Transcatheter Heart Pump
    Contract Pharma

    Latest Breaking News From Contract Pharma

    High Purity New England Bolsters Biopharma Solutions Services
    AMRI Contributes to Efforts to Increase COVID-19 Vax Supply
    CatSci Opens New Site in UK
    Beauty Packaging

    Latest Breaking News From Beauty Packaging

    Inahsi Naturals Achieves EU Compliance
    Biden Prioritizes PPP Relief for the Beauty Industry
    Christie Brinkley Joins SBLA Beauty
    Happi

    Latest Breaking News From Happi

    Clean Beauty Collective Supports EarthDay.org
    Freckle Pens Are Spot On!
    The Detox Market Partners with Good Face Project
    Ink World

    Latest Breaking News From Ink World

    Etiflex Enters New Markets with Nilpeter FA-22 Installation
    Hydrocarbon Solvents Market to Surpass $8.1 Billion by 2030
    Lowe-Martin Adds 2 KODAK NEXFINITY Digital Presses
    Label & Narrow Web

    Latest Breaking News From Label & Narrow Web

    UFlex adds capacity in packaging films
    CEC expands into labels and packaging with Heidelberg
    ABG delivers Digicon Series 3 to UK printer
    Nonwovens Industry

    Latest Breaking News From Nonwovens Industry

    Mexico City Single-Use Plastics Ban Leads to Tampon Shortage
    Believe Diapers Launch in U.S.
    Forbes Ranks Rockline Among Best U.S. Employers
    Orthopedic Design & Technology

    Latest Breaking News From Orthopedic Design & Technology

    Kaia Health Unveils Next-Gen Complete MSK Care Solutions
    First Implantation of CTL Amedica's Minimally Invasive Flex Tower
    NuVasive Nabs Simplify Medical for $150M
    Printed Electronics Now

    Latest Breaking News From Printed Electronics Now

    Comercial Kywi Improves Customer Service, Front-Store Operations with Zebra Mobile Solution
    Global Printed Circuit Board Market Projected to Reach $69.32 Billion by 2027
    RFID Locks Market to Reach $9.93 Billion by 2027: Allied Market Research

    Copyright © 2021 Rodman Media. All rights reserved. Use of this constitutes acceptance of our privacy policy The material on this site may not be reproduced, distributed, transmitted, or otherwise used, except with the prior written permission of Rodman Media.

    AD BLOCKER DETECTED

    Our website is made possible by displaying online advertisements to our visitors.
    Please consider supporting us by disabling your ad blocker.


    FREE SUBSCRIPTION Already a subscriber? Login