The perfume Baiser Volé’s cap is made from galvanised plastic, gold-plated ABS, and contains a counterweight in the lid as well as a magnetic closing mechanism.
“The metallic look coupled with the heavy weight of the lid tap in to the 60s revival trend, with the magnetic closing reminiscent of clasps found on jewel boxes”, Maria Viegas, innovation and creative marketing director, Albéa told CosmeticsDesign-Europe.
“Designed like a small jewel box, the cap complements Cartier’s jewellery ranges.”
Beauty packaging itself is seen as a fashion accessory to enhance a certain look which is especially true for luxury perfumes as women increasingly look for value-added products, according to market analyst Mintel.
Block colours
Luxury brand Prada recently launched its perfume Prada Candy hitting the 60s revival trend with the use of two block colours, pink for the brand name and an orange tint for the perfume itself and a rounded shape for the packaging.
Prada has gone further in connecting its perfume with fashion in its ad by using a model wearing deep red lipstick, a shade which has seen a dramatic revival over the last couple of years.
60s and psychedelic
Another brand that has conveyed the 60s image is Jean Paul Gaultier with its Classique summer fragrance.
The fragrance is indeed in the brand’s standard shape of the female form, but the packaging decoration is of a woman in a bustier covered in colourful spirals and curves, emulating a 60s look.
The revival of the 60s is most apparent with the re-launch of Emilio Pucci’s Vivara fragrance which was originally launched in 1966. The packaging of this luxury scent is rounded glass, slightly large and with a psychedelic design printed to the cap.