The new design uses the company's Evolution pump line, which has now sold over 40 million units since its inception five years ago. Evocation aims to build on the existing strength of the pump brand by launching a glass flacon with added functionality combined with enhanced aesthetics.
"This the first time we have entered into the flacon market and we expect that this will be the next major step for Valois," said Bertrand Loisel, Valois marketing manager.
Valois says that the Evocation line has been designed to be more comfortable to use, providing the user with an improved feel and ultimately giving a better sensory experience - an important aspect of cosmetic packaging, particularly in the premium end of the market.
The Evocation range includes both men's and women's versions with new exclusive standard bottles developed in partnership with Pochet and Bormioli Rocco.
The company says that the women's flacon has been designed around 'a spirit of femininity' specifically for facial care products and foundation. Reflecting this, the design incorporates slim subtle silhouettes that give it an elegant and more stylish overall appearance.
Meanwhile Quasi Drug is the masculine version of the Evocation concept. The bottle has simpler, more geometric lines that should make it a good match for facial care products, by giving it an almost-medical look.
The men's flacon contains a front running detail combining high technology and direct, pragmatic use of the bottle. It also has a firmer grip that helps to add to the more masculine feel of the design.
"We are not targeting any specific area of market. We started by targeting the high-end of the market with the Evolution pump, but now it appears in a number of mass market products. We beleive Evocation wil follow the same lines," Loisel added.