The Story Of Perfume Bottles: The Type Of Fragrance

For perfume, not everyone will readily accept it, and the same is true for brands. LV (Louis　Vuitton) has always kept away from perfume making it a minority among luxury brands. However, in 2012, the slightly conservative LV finally decided to launch its first perfume, changing its product line from the traditional position of leather bags. It spreads and penetrates into the rusty territory of perfume.

How will French perfumer Jacques Cavallier-Belletrud, who has participated in the preparation of Issey Miyake’s "Water of Life" and Dior Addict perfume, interpret the taste of LV, and how the classic LV logo will appear on which perfume bottle? It is undoubtedly the biggest suspense in the perfume industry in 2012.

In the world of perfume, vision is as important as smell. Before the customer can smell the perfume, it is the bottle that gives her the most direct sensory experience. The visual impact of a beautifully designed perfume bottle is often a step ahead of the olfactory temptation to capture the hearts of customers.

This also confirms the old saying in the French perfume industry: "A beautifully designed perfume bottle is the best salesman of perfume." In the process of visually moving the sense of smell, perfume that is easy to dissipate can only be perfected when wrapped in a unique bottle. "No container can hold so many emotions and memories like a perfume bottle"-perhaps only Madame Chanel's personal experience, but "no other product can make the container so exquisite like perfume" is a common consumer experience Feel. Perfume bottles can always blend the beauty of the brand into subtleties, and perfume bottles no longer play the simple role of containers.

Touching bottle

Perfume bottles have always been the most effective advertisement for perfume. The beautifully designed perfume bottle was originally designed to accurately express the intangible temperament and charm contained in the perfume through the tangible shape design. However, in front of some perfume bottles, the purchase behavior does not even matter whether you understand your own temperament or whether you can control a certain fragrance, it is only related to beauty. Faced with beautiful bottles, even French women with a deep accumulation of perfumes cannot completely reject them. Therefore, in China, where perfume consumption has just started, bottles play a more prominent role in perfume purchases.

In the long-term contact with Chinese perfume consumers, the perfume trainer Kimi of Beijing Meiti Trading Co., Ltd. has a deep understanding of this consumption mentality. “Data shows that 60% of the customers who buy perfume at counters will simply because of one To buy a perfume from a bottle, but in the era of e-commerce, the purchase behavior based on the bottle body will even exceed 80%."

Lolita lempicka's elegantly designed transparent bottle is a classic. In the name "Midnight Flower", the apple-shaped sapphire blue bottle is surrounded by blooming silver flowers and dotted with amethyst stamens. Countless stars are shining in the night sky. This is the bottle design that almost every girl will be moved by.

The fragrance of Lolita’s “Midnight Flower” female fragrance has a French femininity. Last year, it sold more than Chanel in the French market. However, its rich and somewhat overbearing top note seems difficult to be generally accepted by Asian women. However, in Kimi's promotion experience, "this does not seem to affect its popularity in the Chinese market. There are still many girls who will buy it for beautiful bottles."

Therefore, perfume brands will naturally not let go of a bottle design that is sufficient for consumers to pay for it, and adjust product lines for different consumer groups to impress more potential customers. In fact, in order to communicate between perfume and consumers, to provoke the love and recognition of consumers, perfume bottle designers also seem to have rules to follow. Bottle design for different genders is the first level of separation. The soft, complicated, and exquisitely designed female fragrance bottle caters to women's sensitive and delicate visual judgments, while the straight-line, slightly thick and rigorous male perfume bottle has become a standard feature that attracts men.

The Echo Woman perfume of Davidoff (Daidoff) is sleek and sexy, with soft triangular rhombuses. The designer Karim Rashid chooses the pink Italian raspberry color as the base tone, while the Davidoff Adventure men's fragrance uses silver metal to set off the golden liquid and lines. Tough. Bvlgari (Bvlgari) bottle design is more straightforward. The shape of the POUR FEMME EDP female fragrance bottle is almost the upper body of a woman in evening wear, and the AQUA male fragrance bottle looks like a standing elegant man.

On the basis of the roughest gender stratification, each perfume brand will design different bottles according to the characteristics of different age groups. Italian brand Salvatore Ferragamo (Salvatore Ferragamo) is particularly distinctive. In the young series represented by the early Incanto series, the gourd-shaped design and colorful bottle body make the whole bottle full of youthful and adorable temperament. The Incanto Bloom series, which focuses on the light mature line, although the bottle body design retains the overall shape, the design part of the bottle cap is completely different, adding Ferragamo's classic Vara bow elements, using grosgrain ribbons with elegant bows, and mixing black and white. The lines bring out a more elegant temperament.

As the brand gradually takes shape in the country, we have also seen Ferragamo continue to expand its product line. The Attimo classic women's series for mature women has created a simple route that is error-free, and the overall feeling of the bottle is like a list of faults in memory. If consumers are not sure which fragrance is suitable for them, they will always know which bottle is most suitable for their age characteristics. Therefore, if they want to touch the female consumer group who is mostly visual, this kind of directional design is undoubtedly The most effective way.

Each perfume bottle can convey a certain feeling to consumers in terms of material, color, decoration and accessories, and Kimi also starts from the bottle body in the promotion process, "We will take the time to guide customers to like the upper bottle body. Explain the smell of perfume to them, and finally make them like perfume."

As the research conclusion of Dr. RachelHerz, an expert in the American cosmetics industry, “the text description on the perfume bottle, the color selection and graphic design of the packaging, and the perfume bottle type will all have a great influence on people's perception of the perfume itself.” Therefore, if a perfume bottle can visually move customers and arouse sympathy, then the perfume will not be too far away from being purchased.

Communicator of the brand

Perfume bottles can give consumers their feelings and cannot escape the influence of personal preference. In fact, returning to the original intention of perfume bottle design, how to visualize perfume is what the perfume bottle needs to do in the first place. "The bottle and the perfume reflect each other, and the shape of the bottle interprets the perfume in a substantial sense." This is the feeling of the bottle designer Sylvie de France.

Linda is engaged in a profession that has nothing to do with perfume in Guangzhou, but already has a collection of hundreds of perfume bottles. In her impression, "Ferragamo's Dream Paradise series perfectly embodies the echo of the bottle and the internal perfume". Although the six perfumes in the entire series have the same gourd-shaped design, the appearance color and composition of each bottle change with the taste of the perfume. If the tone is dark, the changeable and magical summer ocean is self-evident. But "Dream in Wonderland" is completely different. The red style is matched with elegant petals. This kind of fairyland-like allure is the most wonderful interpretation of its sweet and fruity fragrance.

Many people perceive the fragrance when they see the perfume bottle, which is elegant and calm or rich and strong. If the interpretation of perfume is just the intuitive monologue of the perfume bottle, acting as the visual endorsement of the brand, the brand strategy and the quality of life represented are the real subtext of the perfume bottle.

From the top brands such as Chanel and Gucci to the new upstarts such as Ferragamo and Coach, almost all of the brand's perfume product line has spread all the way from traditional products such as clothing and jewelry, and perfumes born in large families also have their own lives. The inherent noble temperament, so how to convey the brand spirit seems to be something that perfume brands are more concerned about.

The design elements of traditional products often become the source of inspiration for perfume bottle designers. As a jewelry company with a history of more than 120 years, Bulgari's perfume bottle design is permeated from the concept of jewelry, and the Ominia series of double buckle design ideas permeate the grace and elegance of gems.

The same is true for Ferragamo, which started with shoes. For the completely unique Ferragamo bottle, almost all the details of the design are inspired by shoes. In the interpretation of designer Sylvie de France, the F series female fragrance bottle shows the soft curves of women's legs, which are alluring and slender of Italian women, while the arched bottom curve is reminiscent of Ferragamo's most prestigious The "wedge-shaped heel" design, the red metal stripes on the bottle cap and the black line at the bottom are the laces of the dinner shoes, and the perfume bottle has become the most moving conveyer of the Ferragamo brand.

Those classic designs that perfectly fit the brand have almost never changed, which is also in line with the prudent behavior patterns of these high-end brands. Chanel's NO.5 perfume bottle has a gem-cut cap and a square bottle shape with transparent crystal, which highlights the clean lines. The slightly simple and abrupt shape is a different kind of perfume bottle with complicated shapes. However, the strong texture of NO.5 contrasts with the unique temperament of Chanel, and no other bottle design can replace it. This has never faded for nearly 50 years since 1953. In Kimi's view, "this design is born solely by the brand and has been loved by consumers, and the brand will not change easily."

Under the brand's strict control over the product, the perfume bottle design is not a complete artistic creation. The designer's job is to complete a visual-based brand communication through the design process. This is also Sylvie de France's description of the bottle design, "Creation The product environment, concept and perfume story consistent with the brand’s wishes", but this story is told on the bottle.

Refined details

After the French perfume master Cody revolutionized the design of perfume bottles in the early 20th century, the design of perfume bottles was as important as the perfume itself. Although all luxury brands have their own perfume products, the perfumes of most brand companies are not developed and produced by their own perfume department. Instead, the perfume production process is outsourced to a specialized perfumery group, which is only between the brand and the perfumery group. It is not as simple as a simple outsourcing cooperation.

As the largest perfumery group in France, Coty has produced Calvin Klein, Chloe, Cerruti and many other brands of perfumes. Chanel and the brand founders will have long-term cooperation. Every time a new perfume is launched, Coty will generally ask its subordinates to perfume. The designer fully communicated with the brand, initially positioned the fragrance, and determined the original intention and basic fragrance of the new fragrance.

The work of the bottle designer also started in the same period. Before the design, the bottle designer will communicate with the brand perfume. Based on the basic fragrance type determination, the perfume bottle designer’s job is to follow the brand requirements, integrate the brand concept into the bottle, and transform the sense of smell into vision . Bottle designers also need to communicate with other product designers of the brand and draw inspiration from traditional product designs.

After half a year or a year of perfume preparation and the fragrance is basically determined, the bottle designer can finalize the bottle after communicating with the perfumer. "The style of each brand is extended on the basis of the original brand creativity." According to Sylvie de France, brand attributes are the core of the bottle design.

Confounded in the perfume industry that pushes the container to the extreme, even those brand owners who didn't care about it at first can't stay out of it. The first Opium perfume bottle of YSL was simple and unpretentious, but it was just an ordinary bottle. However, in recent years, there have been new graphic designs on the perfume bottle. There is no room for perfunctory perfume on the perfume bottle. Every detail needs to be invested. Hard work.

For brands, it is inevitable to compete for perfume bottle designers. From 1960 to the present, the design of world-famous perfume bottles has been monopolized by a few famous designers, and Chanel, Gucci, and Lancome are even more involved. In the cooperation of Xiang Group, they are competing to hire their own designer perfume bottles at a huge cost to form a unique style belonging to the brand.

Dior's female fragrance Hypnotic Poison was launched in 1986. The artificial ruby tone of this perfume bottle is matched with a smooth and detailed bottle body, which contrasts with the fragrance of jasmine, accurately fitting the theme of mystery, luxury and wildness. The high sales of this perfume in more than 20 years has become one of the most classic works of Dior perfume. And this perfume bottle designer John Galliano was naturally invited by Dior with a lot of money.

As Kimi said, "None of us can clearly know how to calculate the commercial value of a perfume bottle, but it touches the senses of consumers in the first place." If a bottle can move consumers and guide them to understand its contents through the bottle, then the exquisiteness of the perfume bottle makes sense.

In fact, in recent years, perfume brands have increased the cost of perfume bottles. In the production process of traditional perfume, the research and development cost of perfume accounts for more than 50% of the total cost of perfume, and the design of perfume bottle now accounts for 20% to 30%. From the brand's point of view, this large proportion of cost input is often worth the money.