designmarketing and branding

completely unscented

Today I share a picture of an orchid in bloom, seen over the weekend in my house. The orchid itself is only about 10 high, the flowers are on a string of about 15 cm. I got it as baby plant years ago and sometimes it blooms, always in January. It is completely scentless.

But it is gorgeous to look at and hence it is perfect for today’s blog post: On things for the eye. It is one of my pet ideas that you sell perfume primarily through the eyes. Followed maybe by the tactile sense. And then by the sense of smell. I feel it is true for many locations where perfume is sold these days. Aren’t we all a bit overwhelmed by this  huge number of options, brands and bottles? I guess we all have our tactics to filter and go for values that we trust. I simply cannot cope with all that comes out, nor do I want to, and following a few inner rules, my explorations become short walks in a jungle of new concepts and scents.

For instance, you will not see me exploring things with crowns printed or on top of bottles. It might have to do with my super anti aristocratic upbringing in Switzerland. Another helpful plank in the wild: The more gold the less I want to sniff. Animals are a no go for me, too. Be it playboy rabbits, be it snakes or wild cats and their beautiful fur. I love orange, and blue and simple flacons. So, no wonder I reach for Hermes from time to time, or Chanel, and Come des Garcons. And I like authenticity. Chances are good that I will sniff with biggest interest when I know that there is actually a person who cares behind these bottles, thus… I will always reach for those Olivier Durbano flacons, and Ineke and Yosh and many others where a a creator cares.

Anyhow: I am convinced that the look and feel of things is very important. And it must fit with what is inside;  I guess it must be authentic, too. So, right now, I am deciding on the protective packaging of the packaging. No kidding. As mentioned earlier: We will switch gradually to a new metal tin box that is more practical: It is rectangular and better fitting the flacons, hence protecting them even better than the existing box, and better fitting the needs of my shippers and retail clients who have to stock the packed perfumes, too. Gradually means: NOONTIDE petals, the next scent coming in my line, a bright woody floral with a 20-ies twist, will be packed in the new box. Then, over 2013, most of my scents will go into the new box. The scents will not be touched, and the flacon stays the same.

I will protect the metal box with a sleeve, made from cardboard, allowing me to render the whole packaging a touch softer, too. And it will present my line better, in brick and mortar shops, where my scents are shown in their packaging. Funny: on the internet, the packaging is hardly ever shown. Maybe here, in the electronic universe, the scent actually matters more than the packaging. Isn’t this ironical?