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Clear Design Inspiration
By: Jeff Falk
Posted: September 5, 2007, from the September 2007 issue of GCI Magazine.
page 6 of 7
Davide Nicosia: The fashion industry is driven by trends and newness. Retail stores re-merchandise on a weekly basis. Consumers expect it. For many years, the fragrance industry was immune to that. The mission for a fragrance launch was to build the next classic. Until about seven years ago, there were only a handful of flankers launched every year. Today, there are hundreds. There are many factors that have created this market. But fundamentally, the consumer is now looking for newness at the fragrance counter.
Everyone still strives to create the next great classic. However, we notice that marketers do not expect their new fragrances to last more than two or three years. The result goes back to bottle design based on the latest trend, very low cost of goods, and fragrance bottles relying on design gimmicks. Despite the market, the challenge for designers is to continue creating things with much more substance and with sustainability in mind.
Eric Lee: The current direction in bottle design is modern, clean and simple. You can take a look at any newspaper ad for fragrances during Father’s Day or Mother’s Day. You can definitely spot a design trend. We are evolving into designing fragrance bottles with more appeal and less budget for the packaging.
Denis Boudard has been involved with fragrance packaging design for scents from Coty, LVMH, Paco Rabanne, Lancôme and Guerlain, among others. P&G Prestige selected Boudard to design the recently launched Lacoste for Men fragrance Elegance. He also designed the 2007 FiFi Award trophy.
Davide Nicosia has designed for Calvin Klein, Avon and Yves St. Laurent, among others. In addition to packaging, his multi-disciplinary agency, NiCE Ltd., develops advertising campaigns and designs interior spaces.