Fragrance Launches 2003: Quest for the Gold

Despite the still uncertain economy, fragrance brands are launching new products in hopes of catching the consumer’s eye and becoming the next “must have.”

Packaging design continues to be a combination of elegant classic designs and modern creations that do not necessarily read as fragrance bottles at all. Metals are still popular as primary containers or as shells. Colored glass is growing, either as bold solid shades or as delicately blended effects.

The following are a few recent introductions representing a cross section of marketers and markets.

Ralph Lauren Blue for Women will sail into stores this fall in deep blue bottles topped with silver caps inscribed with the RL initials. The fragrance is a cool, fresh floral inspired by blue skies and seaside breezes. The fragrance joins Polo Ralph Lauren Blue for Men that was introduced in Fall 2002.

Estée Lauder will unveil Beyond Paradise in September, reaching out to a younger audience with a fragrance that is a fantasy of light and color. The scent is a new floral that combines freshness and tropical sensuality. The container features the simple fluid lines of an elegant elongated raindrop, complete with rainbow effect.

Creed’s Himalaya is a unisex fragrance created as a scented homage to “peace: inner peace…world peace…the serenity of the loftiest mountain peaks.”

Inspired by metallic perfection of titanium, the bottle is finished with a silvery spray that mimics the mineral.

Zirh International, a subsidiary of Shiseido International, will launch two fragrances under the brand name “fcuk” (French Connection United Kingdom). The edgy brand name is reflected in the sleek modern packaging designed by Fabien Baron that combines metal and glass components.

Omnia by Bulgaria will be in stores in August. Created to represent a meeting of places, times and culture, it is also a tribute to oriental fragrance. The unique bottle is composed of two intersecting metal circles, which enfold a crystal heart tinted with warm honey tones.

Immaculate debuted at Bloomingdales exclusively in March. The Michel Germain fragrance was developed using only natural ingredients and is packaged in a handblown glass diamond-shaped bottle with a gold cap.

Liz Claiborne is hoping to make Sparks fly with the launch this fall of Spark for Women and Spark for Men. The Spark fragrances and brand story are designed to “express the sensuality of a relationship between a man and a woman.” Spark bottles and packaging integrate elements of cognac, honey and a hint of ruby, which express the modern, sophistication of the brand.