IBC helps FCUK to re-brand perfume packaging
and toiletries packaging, has developed a new line of contemporary
custom bottles for FCUK's 'Scentsual' perfumery range. The design
has been rolled out in the UK and is expected to go international
shortly, reports Simon Pitman.
UK high street retailer Boots, which is also an IBC client, appointed IBC to create new packaging for the 'Scentsual' perfume to strengthen sales. The company's in-house team based their design on the elegant 50ml, white flint glass 'Apollo' bottle but organically sprayed the bottle and cap to make it customiszd to FCUK.
IBC, which has also worked on packaging and re-branding of cosmetic and personal care lines for Marks & Spener, Toni & Guy, Next, The Body Shop and Virgin, used organic printing to create the contrasting solid white branding to enhance FCUK's play on words.
"The Brief was for IBC to supply one of its standard bottles, the 50ml Apollo with standard full diameter over cap," an IBC spokesperson told CosmeticsDesign-Europe.com. "Being a standard white flint glass bottle with crimp neck finish, colour matching was necessary and it was organic sprayed to match the deep shades of pink in the sample swatch."
The cap is a standard aluminium IBC component that is generally sold with this bottle, the cap fits over a Valois crimpless pump and would be colour matched as close as possible to the bottle. Initially IBC was briefed to obtain the pink colour by using the anodising process. Unfortunately, IBC was unable to obtain the intensity of pink with this process, so the brief was changed to spray the caps.
Michelle Wilkinson, brand manager at Boots said:"We initially chose to work with IBC because of its profile in the cosmetics field. We were looking for an Eau De Toilette bottle with a tall and elegant design to fit with the re-launch of the 'Scentsual' range. IBC's contemporary printing and decorative work has played a fundamental part in re-branding the perfume."
Richard Gamble, head of marketing at International Bottle Company said; "The 'Apollo' bottle is proving to be one of the most successful bottles. Our work for FCUK led to a nomination for 'Female Fragrance Packaging of the Year' in the industry's FiFi Awards, reaffirming our bid to become the UK's leading trade decorator."
Last month IBC printed the results of a poll conducted at the recent Cosmoprof show, which it says proves that manufacturers in the cosmetics and fragrance industry are looking for packaging that is distinctive and conveys a sense of quality.
In line with this, the results of the survey showed that 84 per cent of industry experts stated that screen printed decorated bottles get better sales results than labelled bottles. Further more three quarters of respondents said they preferred decorated bottles and that 73 per cent felt that the reason decorated bottles achieve better sales results is because the overall look and feel of the product is deemed more impressive.
"There is a clear trend in the industry for buyers to opt for standard stock bottles and use decoration as a tool to differentiate the bottle," said Gamble.
The survey also revealed that 64 per cent of those questioned would prefer to work with just one packaging supplier who can supply comprehensive decorative options - in line with the current trend in the industry for eye-catching packaging that matches cost contraint requirements.
