Packaging
Gerresheimer presents new mens fragrance bottle for the lifestyle brand Playboy
Thursday 30. October 2008 - In the spring, the lifestyle brand Playboy revealed that it would bring out a new mens fragrance for its fans in the autumn, and now its here. At the Luxe Pack in Monaco, Gerresheimer will introduce the details of the bottle with the bunny symbol, which looks set to take over the world (October 28-31, 2008, Stand RC 14).
The flat, clear glass bottle with its subtle elixir embodies discretion. There is not a word on its front, not even the product name. Instead, a broad sleeve stripe encircles the greater part of the body. The eye is inevitably drawn downwards and to the right, where a bright aura sets off the trademark symbol with the long ears. The bunny with the dapper bowtie is enough to allay any doubts as to the identity of the product. With the Playboy magazine, the eponymous brand achieved worldwide fame; with fashionable clothing and accessories for him and her, it has become a trendsetter. “As part of a marketing strategy geared to the target audience, an attractive fragrance in attractive packaging can only enhance such a range”, says Burkhard Lingenberg, Director of Corporate PR and Marketing at the Gerresheimer Group. In the brand portfolio of Coty Beauty, Playboy will be in the running internationally right from the start.
There are three fragrances to choose from – three different worlds of colour which are distinctive from the first glimpse. So, a blue-tinted fragrance is teamed with a grey sleeve, on which the bunny logo is framed in neon blue light. The design of the bottle is marked by understatement, in particular with the incognito design, which is striking while never appearing brash. Despite the flat, rectangular shape of the bottle with broad, straight shoulders, which is typical of mens fragrances, it comes across as more sleek than angular. The horizontal facade has a light, elegant appearance, while the straight back forms an interesting contrast which picks up on the soft lines and gives the object an exciting look. This design means the bottle not only rests pleasantly in one’s hand, it also fits perfectly in a jacket pocket. A playboy as constant companion? Now thats really something