The essence of perfect luxury

Aug 26, 2021

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Artistic perfumery marks the path of innovation, and its packaging becomes the interpreter of a precise balance between aesthetic vocation and precious materials, in a play of references that strikes the heart and the mind.

Isella Marzocchi
Public & Media Relations Specialist Fragranze e Cosmesi
Founder di progettocaffeinaPR

The first impression is the one that counts. Maybe it’s not the one destined to take root. It is certainly in that first moment, in that first glance, in that first touch, when the eyes focus on a set of elements and the hands skim a case or weigh a bottle of perfume, that a perception is kindled. Of the value of the product, in the case of the more expert, or of its aspirational projection, that is to say of what - whoever conceived that item and established its marketing through precise channels - it must tell about itself and the universe in which it is placed.

Cosmetics and perfume, in this sense, through the refinement of their styles, have set the standard and this is valid both, even if in a milder way, for brands with a wide distribution and, with great evidence, for luxury brands.

Artistic perfumery - or luxury perfumery or niche perfumery - was born with a precise ambition: to realize small productions with raw materials of great value to be managed through a selective distribution without, at least at the beginning, the superstructure of a pressing if not binding marketing.

The task of transmitting the allure of this exclusivity was, and is, entrusted to the pack, designed to create that WOW effect that is a powerful driver in determining consumer behavior.

For this specific market segment, this is the essence of perfect luxury, to be grasped, as they say in English, at a glance. This and much more was discussed on 15 July during a Trends Talk organized by Packaging Première in collaboration with Experience Lab, an Italian event created to stimulate the growth and promotion of niche brands in the beauty world.

The success of the right recipe lies, as always, in the proportional mix of ingredients

First and foremost, paper, sustained, precious, with processes that texturize it to recall, for example, a raw material used in the formula or with embossed, gilded, chromed, multicolored prints or inspired by a minimalism that must maintain a difficult balance between aesthetic vocation and precious materials.

Then bottles and vases, which often see the standards of industrial production revisited or, even more frequently, glass designed and produced ad hoc to give the brand a precise, recognizable image, in a dialogue of dimensions and weights able to identify the “importance” of the product.

Last but not least, the cap, regardless of the material, often plays with the shape, irreplaceable partner of the container with which it is presented in tandem, both giving body to a future icon, between style and function.

And that’s not all: there are many brands that have chosen to make their creations even more precious by placing them in special coffrets.

The choice is wide, from those in wood, lacquered, with satin and velvet to hold the bottle king, to those that play with the shape, in a close reference to the concept behind the brand.

There is no shortage of outsiders, who, despite the haut de gamme fragrances, dare to make unusual choices, for example by inserting them in spray cans like those used by writers.

Subverting, and this is the beauty, the rules.

Luce di Sorrento

The boxes of the newborn Luce di Sorrento skincare line are reminiscent of the peel of the Sorrento IGP lemon, the central ingredient of the range.

Xerjoff

The precious coffrets signed by Xerjoff for the Amber&Rose fragrance duo.

Floraïku

The Japanese-inspired fragrance line Floraïku offers its fragrance in a bento box. Inside, the Eau de Parfum has a multitasking cap: it transforms from a precious cap into a travel spray thanks to the mini vial included in the package.