• happi happi.com August 2016 60
it, including Nina Ricci’s Mini Nina, Lady Million, Ferragamo’s
Trottole collection, and Kenzo’s Jeu d’amour.
Through the Looking Glass
But at Grupo Pavisa, the emphasis remains on the glass bottle.
“Why decorate the surface when you can do something with the
glass itself?” asked Baxter. “We are refocusing the investment cli-
ents make in decorating and putting it back into the glass.”
“Companies come to us with designs that others insist can’t
be done,” said Baxter. Things like complex designs, blown bottles
with single bubbles and incorporate multiple colors of glass in a
single package. On another level, Grupo Pavisa thermal shocks
glass to shatter it and seals it.
“You see the many of these technique in art glass, but Pavisa
and Nouvel do it with blow-molding,” he explained.
All these techniques don’t necessarily result in high prices.
According to Baxter, if a bottle costs $1, certain special processes
may add less than $1 to the cost.
“That’s a fraction of what would have spent on a metal collar,”
he insisted.“You can do so much with glass.”
Traditional bottles may house most EDPs, while spray formats are
preferred for EDTs, but Brady insisted that roll-ons are making a
comeback for two reasons. One, since roll-ons are typically well
under the TSA capacity of 3oz, consumers can carry them right
on the plane without any issues. Two, brands are offering their
popular fragrances in roll-ons so the price point will be lower.
“This enables the customer to try out the fragrance before
committing to a higher-priced size,” she explained.“Roll-ons also
encourage consumers to mix two of their fragrances together for
a unique scent.”
Werner insists that customization is at the forefront of every
discussion and that Mixelle’s MixByMe technology can help in
two completely different ways. One, Mixelle has developed a se-
ries of fragrance that can be mixed and matched and used with
the company’s three-chambered system. Alternatively, a branded
fragrance can break down the notes of an established brand and
allow the consumer to dial-up their own personalized version of
an existing scent.
“We’ve worked through the details of the mechanics; how
fragrances can be mixed and blended inside the three-chambered
bottle,” explained Werner. “A consumer looking for an amazing
quality fragrance can now have over 125 foolproof combinations
in a single bottle. Now that’s customization!”
With so many fragrance companies trying to come out with different scents, the formula itself can be difficult to spray, according
to Brad-Pak’s Brady, who noted that her company offers a variety
of spray pumps for various fragrances that do not react well and
spray with the typical spray pumps found on the market.
“We offer a new pump that is great for spraying heavier oils
which we are seeing coming out in the air care market, sunscreen
market and bug care market, as well as straight essential oils,”
With the return of the purse spray for fragrance re-application
during the day, nomadism and on-the-go trend growth push
brands to look into smaller and lighter, more convenient travel
size, explained Aptar’s Heloise Roth.“Our Sampling + Promotion
collections feature mini dispensing solution to pair with the
beauty-to-go trend: Replica Stilo, Travel Spay and Teleglass.”
A wide selection of options is driving new customers and old
to ABA’s door, according to Warford.
“We get a lot of referrals from fillers all over the country who
tell their customers, ‘Call ABA, they can do anything.’”
And at any volume, too. Warford proudly notes that ABA
ships by the case, the palette or the hundreds of thousands.
“We offer a lot of options. If you’re a fragrance entrepreneur,
come see us. We have a lot of options—rounds, squares, rectangles and unique shapes. And we can provide a fully decorated
bottle to give you that brand identity.”
As the consumer product industry continues to diverge
into high- and low-end segments, fragrance marketers must
make the decision to support prestige segments, say industry
“Market leaders need prestige brands, they need top-tier
brands. Premiumization is the trend,” said Baxter. “Some brands
don’t belong on mass merchandiser shelves.” •
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