PACKAGING FRAGRANCE FOUNTAINS
mechanism that automatically stops the transfer of the perfume when the bottle is full.
Customers can either bring their empty bottles to a Kilian counter in-store, or purchase refills online with a decanter to refill their 50ml fragrance bottle or travel spray from any of the brand’s variety of scents.
When creating bottles designed for refills, “preserving the global product aesthetics remains a major point”, according to Isabelle Lallemant, Innovation, Marketing and CSR Director, and Laetitia Reille, Marketing Manager for French glass specialist Groupe Pochet, which has worked on projects for the likes of Paco Rabanne (Phantom), Jean-Paul Gaultier (Scandal) and Prada (Paradox). “Robustness of the product is important: ensuring a long lasting decoration is key. We see more requests for highly decorated and accessorised glass bottles, which restate the role of the glass as a luxurious, long lasting [item], as it used to be in former times.”
Pochet recently created the updated bottles for French beauty house Guerlain’s relaunched Aqua Allegoria fragrance collection, featuring more eco-friendly packaging and refills. Featuring the brand’s iconic bee design bottle, the latest creation features Pochet’s new SEVA3 glass, which is made with 15% recycled glass from household waste collection for a more environmentally friendly material, while retaining its shine and transparency.
Meanwhile, the flacon features a screw pump
from Techniplast’s RT-Twist technology, designed to be a more efficient alternative to the traditional refill funnel. Techniplast’s technology, including RT-Plug and
RT-Lift, has also been utilised at perfume points-of- sale for the likes of Mugler, Louis Vuitton, Chanel, Cartier and Lancôme.
‘
We see more requests for highly decorated and accessorised glass bottles
Pochet has created bottles designed to be refilled for the likes of Paco Rabanne (below left), Jean-Paul Gaultier (bottom) and Prada (below)
Screwed onto the top of the bottle, the technology opens the refill bottle and releases the perfume juice, regulating the liquid flow so that it automatically stops when the bottle is full, preventing overflows and funnel handling issues even with opaque bottles, according to the company.
The monomaterial, polypropylene-based pump can be screwed onto either a glass refill bottle or an aluminium-based container, which can then be separated so the different components can be recycled. Together, Guerlain claims the 125ml flacon and 200ml refill help reduce the company’s use of glass by 24% and plastic by 44%, compared with using two 125ml and one 75ml flacons, while also reducing carbon emissions.
“A high technicity of the screw rings is key to maintain a long lasting refillability experience and avoid potential leakage,” Lallemant and Reille tell Cosmetics Business.
By opting for a screw-top, rather than crimping the fragrance pump on, which makes it impossible to remove without destroying the bottle, “it’s very easy for a consumer to do, you don’t need any kind of expertise to be able to carry it out”, adds Collins.
KEEPING THE JUICES FLOWING This increasing innovation creates further opportunities for brands to boost loyalty by offering consumers more refill options, as well as additional benefits around sustainability and cost savings for both the brand and end user. “Refill versions are a larger format, so you’re getting more mileage of the juice... and it’s usually in a simpler version of the packaging, because you’re missing the spray and the pump,” says Collins.
From a sustainability angle, this makes the format easier for the consumer to recycle, while also saving energy as fewer components requires fewer steps to recycle.
“[This] allows the brands to offer it at a more compelling ml-for-ml price, which… also helps to reinforce loyalty, because people get more for their money.” “Not only are refills a great sustainability message due to using less packaging, but there is also a significant cost benefit to the customer so it really is a win-win,” says TPS’ Smith, with certain brands offering savings of up to 50% per ml if choosing a refill bottle over a new fragrance. It is little surprise then that more brands are offering refill options from launch, whether that be up-and-coming brands or heritage players revamping their classic ranges. Earlier this year, luxury department store Selfridges brought artistic-inspired perfume brand D’Otto on board with a refill fountain at the retailer’s flagship in London, UK. The installation is said to demonstrate the
brand’s sustainable approach to fragrance as well as Selfridges’ Project Earth scheme, dedicated to
36 September 2022
cosmeticsbusiness.com
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76
