Marc Jacob’s collection of daisy and bumblebee themed fragrances or Victor and Rolf Flowerbomb and Spicebomb.”
Past and Present
New design elements can mark a new start for an existing fragrance. As one of the best selling celebrity scents of all time,
Elizabeth Taylor White Diamonds has racked up more than a billion dollars in sales. Looking to attract a new fan base, Elizabeth
Arden has rolled out White Diamonds Lustre Elizabeth Taylor
with Nia Long as brand ambassador (she’s the first non-Eliza-beth Taylor face for the brand).
Lustre, created by the same perfumer who worked with Taylor
on the original White Diamonds, channels the actress’s love of
bling in the packaging design. The sleek purple glass bottle is encrusted with a pave-like white diamond collar column topped with a
sparkling silver cap.
Another impactful scent from
the 1980s is also calling for attention
in today’s market, as Lauder has relaunched Calyx under the Clinique
banner. The “re-discovered” Calyx
is identical to the original that was
introduced by Prescriptives—from
the notes to the bottle; the only tweak
is the addition of the Clinique logo on
the bottle and carton.
Keeping a connection to the past is a strategy at Penhagilon’s,
a fragrance house that traces it roots back to the Victorian Era.
“Our bottle shape and bow are iconic and date back to the
very start of the company in the 1870s. In those days the ribbon
was tied to attach the stopper and throughout our history we’ve
maintained the same bottle silhouette. That’s our heritage and
can be recognized throughout the range,” said Matthew Huband,
head of global marketing, Penhaligon’s.
According to Huband, Penhaligon’s interprets its steeped heritage in a modern and unexpected way. For example, the brand
created boxes from recycled Saville row suits for Sartorial, its fragrance inspired by the scent of Saville row, and it has integrated
Art Deco motifs to illustrate a Gin-inspired perfume.
“Most recently we worked with avante garde British fashion
designers Meadham Kirchhoff to
present Tralala, whose packaging is
unusual but a perfect illustration of
the fragrance,” Huband told Happi.
Penhaligon’s is currently work-
ing on three fragrances inspired by
the explosion of trade in London at
the end of the nineteenth century.
“Huge heaps of the most luxu-
rious commodities known to man
were arriving every day and piled high
on the wharves and in the warehouses,”
said Huband. “To represent this we’re
The packaging for Josie Natori’s new scent
Josie captures the “brand’s design aesthetic
in a bold and innovative way.”
Thymes’s Jade Matcha cologne was honored for
packaging innovation by ICMAD.
Lauder has re-released Calyx
under the Clinique banner. The
bottle and juice remain the same.
J by Jennifer Aniston, the actress’s second fragrance,
comes in an ombré blue glass bottle in a shape inspired
by a cresting wave.