French company Solev, a specialist in protecting and decorating luxury perfume and cosmetics products, has decorated the packaging for the 50ml and 100ml formats of the new Avant Garde perfume from luxury brand Lanvin.
Sensorial properties were a key focus of the fragrance packaging as, as Mathieu Pivaudran, head of industrial creation at Solev told Cosmeticsdesign-Europe.com, sensations are an integral part of the luxury positioning of a brand.
With the Lanvin Avant Garde fragrance, he said, Solev had to express very different sensorial properties. This included the feeling of depth of the material, smooth and soft sensations to the touch, and visual sensations of transparency and opacity as well as internal metallic reflections and an external matte appearance.
Decorating techniques to create different sensorial properties
Solev applied its most advanced technologies in order to create sleek, stylish and contemporary decor, including metallization and an automated laser process, Pivaudran said.
First, a transparent and deep primary blue-green lacquering was applied to the bottle, followed by metallization with a matte black, soft touch finish. An ultra-precise vertical band running down the centre of the bottle was etched using a laser to reveal the blue-green lacquering underneath.
“The light comes from within and the reflections of the fragrance are enhanced by the metallization”, the company notes, with “the powerful play on gloss and matte, transparency and opacity giving different feels that offer striking contrasts.”
Challenges associated with decorating the packaging for Lanvin’s strategic launch of its Avant Garde fragrance were quality of the execution and time to market according to Pivaudran. The black of the décor imposes a very high quality standard and the curved form of the bottle leaves no room for imperfections, he explained.
Pivaudran said that in the past, Solev has worked with Lanvin to create special metallization effects for Lanvin Homme.