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Rochelle Bloom, president of The Fragrance Foundation, recently attended Luxe Pack Monaco and was a panelist on at a round table discussion led by Marc Rosen and featuring other industry experts, with the topic “Looking Back To See The Future,” which explored how the industry can reinvent itself by looking back to the successes and inspiration of the industry’s past.
Here’s what Bloom had to say:
“As we look back to the future, we must start in the 1940s, ‘50s and even ‘60s, when a perfume scent, packaging and style was attributed to an icon or brand. For example, you could identify a scent from Guerlain because it was always related to a signature accord that was distinctively “Guerlain”.
Estée Lauder was known for fragrances that lasted because of the high concentrate of perfume oils. Consumers anticipated new scents, exotic stories and exquisite packaging.
To receive a gift of fragrance was always considered a luxury, and women looked forward to their birthdays, anniversaries or Christmas to receive the newest fragrances to try and enjoy. Who can forget the Xmas themes Elizabeth Arden & Estée Lauder did, which our own packaging genius Marc Rosen helped orchestrate. Customers in the U.S., U.K. and Australia went out of their way to visit the fragrance areas of Elizabeth Arden and Estée Lauder during Christmas where the holiday theme and fragrance collectibles were must-haves on everyone’s holiday list. Fragrance was magical then.