ULTRA LUXE PACKAGING


Luxury packaging offers brands the opportunity to stand out and create a memorable unboxing experience for their customers


interaction with product is becoming more and more relevant,” adds Andrea Ucchino, Head of Design & Marketing at Premi Beauty. Premi Beauty recently redesigned the hexagonal fragrance bottles for luxury fashion and beauty brand Balr, with glass bottles moulded in the brand’s signature hexagon shape, which has also been recreated in the spray button. Premi then used an overshell plastic to cover the entire bottle, providing a ‘sporty yet elegant’ touch. To further enhance the unboxing experience, the outer packaging features holographic paper combined with metallic screen printing, providing a “limited edition” finish.


cosmeticsbusiness.com


Rosen tells Cosmetics Business: “The package is a ‘silent salesman’ – [it] needs to be tactile, you want to touch it. If the bottle looks like it has sharp edges, [but] you see it and the edges are not sharp but rounded, you’re disappointed.” In addition to being beautiful, however, it is now more important than ever that a luxury product’s packaging underscores the efficacy and quality of the product within – particularly in skin care, an area where consumers are increasingly knowledgeable about ingredients and want to be reassured they are getting their money’s worth. With this in mind, Rosen designed the packaging for luxury Italian skin care brand Lucia Magnani,


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