Perfume Packaging - 3 Great Unboxing Experiences
A large aspect of perfume branding is reliant on the packaging. Any perfume brand that is positioning itself as luxury needs to have a refined unboxing experience that conveys the brand to the consumer. As we have discussed in our perfume packaging post, the packaging of your perfume might be the only touchpoint that the consumer has with your brand. Creating a special experience for the consumer helps solidify the connection that the consumer has with the brand.
People are visual creatures who often take visual cues and ascribe an arbitrary value to them. There have been studies done where even wine experts are fooled by white wine with added red food dye. Perception is everything. High-quality, well-designed perfume packaging helps reinforce luxury, quality, and the overall perception of the scent. While we would never endorse bland scent compositions, or dedicating more resources to the perfume packaging than the ingredients of the fragrance, we do endorse the idea that fragrance brands should consider how premium packaging can affect their pricing strategy and brand marketing campaigns.
Research suggests that branded packaging:
Increase customer loyalty and
More strongly affects the reward centers in the brain
People are more likely to share their purchase on social media
How much would your brand change if 20% of your customers posted their perfume purchase online?
Tiziani Terenzi
This perfume brand was founded in 1968 in Cattolica, Italy and it’s core brand identity is based on the Meditaranean Sea. The outer packaging includes a drawsting bridge box opening with a velvet lined interior. The box includes a light inside and a jar of scented water holds the perfume bottle. The perfume bottle itself has a golden sea star on the lid to tie in the aquatic brand identity.
Filippo Sorcinelli
This perfume brand originates from Italy and features many amazing perfume bottles, however, Né Il Giorno Né l’Ora stands alone with it’s incredible experiential packaging. This perfume furthers this brands Gothic brand identity with a perfume enclosed in black leather cloth. The perfume comes with bespoke scissors to cut the leather fabric and reveal the perfume inside. This experiential perfume packaging helps connect the consumer to the brand with a unique experience that perfectly aligns with the brand identity.
Salum Parfums
This Italian-based perfume brand (notice a trend) has a distinct brand with a unique color palette. What stands out with the perfume packaging here is the outer box packaging matches the bottle design almost perfectly. It is clear that a lot of effort was put into using custom packaging that matches the bottle’s size, shape, color, typeface, and design elements. As a standalone, the outer packaging is well crafted but when it mirrors the bottle design it strengthens the brand identity in the eyes of the consumer.
