Cossma1607-08_GB

photos: Romolo Tavani, Shutterstock.com, Quadpack Group atch h a s al- are ts to ess- g to ng a ugh nger e or ame n aistre ager, rance k.com k.com the packs differentiated by col- our, decoration and accessories. Here, too, only 10% survive be- yond the first year. Designer collaboration Responding to the demand to bring both new fragrances and variants to market quickly, our Fragrance Division has just launched a series of exclusive ­ designs which can be personal- ised to achieve distinctive looks. Reputed designer Sylvie de France has created a collection of per- fume bottles for our Q-Line brand. This range enriches our fragrance offering with a fresh new selec- tion of bottles designed in answer to the needs and desires of to- day’s consumers. The new de- signs, exclusive to our portfolio, were unveiled at Gulf Beauty Du­ bai in May, see page 53. Our Fragrance Division is used to working with designers and crea- tive agencies to bring brand vi- sions to life. In a recent project for Atelier des Ors, we worked from the designs of the agency Cent­ degrés. We developed a glossy black zamak cap for the bottles of a new range of fragrances, which complements their shape and gives them a perfect finishing touch. Secondary packaging In addition to the zamak cap ­ developed for Atelier des Ors, the project demonstrates the im­ portant role played by secondary packaging. Aesthetics are everything. The same care and ­ attention that goes into designing the bottle must be reflected in the outer packaging, too, making even the box look attractive on the shelf. Atelier des Ors’ five elegant new fragrances are the height of ­ luxury, each one containing flecks of gold. Centdegrés created a unique signature featured in each of the fragrances: Aube ­ Rubis, Lune Féline, Rose Omey­ yade, Cuir Sacré and Larme du Désert. We adapted Centdegrés’ designs to the outer packaging to suit an industrial printing process. A new inner sleeve envelops the bottles. An outer box consists of a rectangular base with an EVA in- ner tray, and a lid. The soft-touch material and magnetic closure add to the feeling of luxury. The result, with gold patterns and ­ lettering hot-stamped onto a rich chestnut background, is nothing less than befits a niche Haute ­Parfumerie fragrance. A holistic approach Secondary packaging is an area which we are planning to develop extensively within our offering to perfumery clients. This holistic approach is essential, as outer packaging comes with its own ­ requirements and regulations. Here our wood factory can pro- vide a differential advantage for some brands. Using wood can convert outer packaging into a collectible keepsake with an ex- tended lifetime – as a jewellery case, for instance – keeping the brand in mind long after the use of the product. □ time. This target is interested in change, always on the lookout for the perfect fragrance. Even when it means combining scents to cre- ate something unique, in the new trend of ‘layering’. Niche brands are attempting to woo them with discovery kits, of- fering three to five fragrances in mid-sized bottles of around 10ml. These allow consumers to try out a new range without the invest- ment of a standard size or the an- noyance of running out quickly. Gender-neutral fragrances are an- other new entry being brought to market by these niche labels, with a good measure of success. As purchase is normally made in the first month of a launch, brands soon know if they are on- to a winner or not. Having said that, miniatures are seeing something of a revival, es- pecially collectors’ editions or du- ty-free formats. Flankers, limited editions and one-shot projects all satisfy the need for new options. These use the same primary pack- aging for new fragrances, with As purchase tends to be made in the first month of a launch, brands soon know if they are onto a winner or not THE PERFUMERY MARKET is seeing a great number of launch- es, though few ­ survive the first year Sylvie de France designed the new standard range in answer to the needs and desires of today’s consumers PACKAGING www.cossma.com  l  51 “A holistic approach is essential” Isabelle de Maistre, Fragrance Division Category Manager, Quadpack Group COS1607_50_Quadpack.indd 51 25.07.16 16:08 COS1607_50_Quadpack.indd 5125.07.1616:08

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