An essential element of feminine vanity, perfume extricates itself from the traditional bottle to become an object of desire and even a symbol of a luxury industry that is gaining awareness of environmental issues. Here’s how…
Fragrances with alternative forms
Gone are the eternal perfumes sprayed delicately onto our skin with one spritz. Increasing competition means luxury brands don’t hesitate in making their offer stand out by proposing alternative ways to apply perfume. This is how Glossier recently came to release a ‘solid’ version of its best-seller ‘You’, an iconic fragrance now available in the form of a creamy balm compact, ideal for slipping into your handbag. This sense of innovation can also be found at Derek Lam, where the American designer offers his fragrance ’10 Crosby’ in the form of long-lasting wax sticks.
As for the Parisian houses, they too are following the trend: Chanel has just released its Chance Eau Tendre as a cushion compact, a format used more often for foundations and blushes. However, these are not the only innovations being observed in the fragrance industry.
Similar to trends in the agro-food sector, the big names in perfume also seem to be removing issues related to packaging, harmful for the environment, and looking to products with greater appeal.
Combining an ecological approach with luxury codes, fashion houses such as Louis Vuitton, Guerlain and Viktor & Rolf are converting to the concept of ‘refillable perfume’, allowing their customers to visit their boutiques and refill their empty bottles using a ‘fountain’ or refill with a pouring spout.
The result? A way to further enhance the aura of these exceptional objects of design, at the same time as significantly limiting the impact of yet another bottle being thrown away. Luxury becomes sustainable.