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VHS Gets New Shelf Life as Pop Art Fragrance Packaging

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Think retro VHS tapes are a bygone to the landfill because of video streaming? Well, they are getting a new shelf life being repurposed as fragrance keepsake packaging.  

XHS is a way for art and fragrance fans to be equally excited about Xyrena's packaging as they are about the juice inside. —Killian Wells 

LA fragrance house Xyrena's CEO and perfumer, Killian Wells, has combined the art of fragrance and packaging by releasing extrait de parfum in collectible, retro VHS (branded XHS by Xyrena) keepsake cases. The videotape packaging of these XHS cases aligns with Xyrena's socially responsible sustainability mission.

"Instead of following trends, I think, 'How would other people approach this?' and I do the exact opposite," said Wells. "XHS is a way for art and fragrance fans to be equally excited about Xyrena's packaging as they are about the juice inside."

XHS packaging was achieved by utilizing original, retrofitted molds used decades ago by major film studios like Disney and Fox.

Four new innovative fragrances were released in the XHS format including Basic BitchPool BoyHellanut and Cinemaniac, and come artfully presented in a stunning black clamshell case disguised as a video cassette, complete with cover art inspired by the fragrance inside.

Xyrena's unofficial Nutella fragrance, Hellanut, is now featured in a comedic new NSFW web spot which satires mainstream luxury advertising and signals the first ever fragrance commercial to star a transgender model/actress. It can be viewed on vimeo.com

As the self-proclaimed 'olfactory rebels,' Xyrena's new packaging was nominated for two out of eight Best Celebrity Fragrances for the 2016 Basenotes Reader Awards alongside David BeckhamAriana Grande, Nicki Minaj and Rihanna.