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Emotional Packaging

By: Jeff Falk
Posted: May 3, 2007, from the May 2007 issue of GCI Magazine.

page 3 of 5

“The challenge is to invoke the new image for each flanker,” said Rosen. “You have to create something, through decoration, that is going to stand behind the flanker image. It’s harder, especially when you get into the third, fourth, fifth flanker. It’s less original.”
According to Bloom, there is less image for the sake of image because of the associated costs and dwindling number of pour perfumes.

“This changes the design dynamics, which often demands that the designer employ stock bottles dressed up to give them a look of individuality though color, the label, the cap, etc.,” said Green. “Often, the celebrity logo is the defining image. Longevity is not necessarily the main goal.”

The More Things Change …

Because of the extraordinary number of fragrances that are introduced each year, the fragrance industry has created an ongoing challenge for itself and its packagers.

“In the good old days, when you took years to develop a fragrance, you also took years to develop a package. There was great synergy between it all,” said Bloom. “In today’s world, it is a fragrance a minute. You don’t have that kind of luxury today. Designers are developing bottles without knowing what the fragrance is going to smell like, so there are not that many cohesive launches today. It doesn’t mean they aren’t good, it just becomes more challenging.”

Though the rate of introductions may have increased the pressure on all those charged with the success of a fragrance, the goal in bottle creation remains unchanged. The bottle serves as the silent salesman, achieving its task through a design that supports the brand message. As image become more difficult to define, creating an image is still a goal, and elements of the scent and its concept must be explored.