QSLD designs latest P&G fragrance bottle

By staff reporter

- Last updated on GMT

France-based designer QSLD has revealed its involvement in the
packaging design behind the latest Procter & Gamble fragrance
launch, S by Escada.

The latest project is the next step in the company's involvement with P&G, which has already seen it collaborate on the design behind the latest Lacoste fragrance collection.

QSLD became involved in the Escada fragrance project in 2006, when P&G first announced it had bought up the licensing rights for the fragrance.

Escada is an up and coming luxury brand that has received increasing recognition worldwide in recent years as a luxury fashion house, notably in the fast-moving China retail market, as well as in the US.

The S fragrance is part of a branding exercise that aims to increase awareness of the high-end clothing range by adding to eight existing fragrances for men and women.

"It was clear that 'S' would be a step towards changing the scope of Escada initiatives in the future," said designer and company founder Denis Boudard.

Taking this as a design cue, Boudard and his team came up with a bottle that features vibrant colours encapsulated in a simple tall bottle with clean lines and a brushed aluminium closure.

"We sculpted the entire back with curved and embossed dots coloured red inside," Boudard added.

The team also designed the secondary packaging, made from a foil carton, printed in red with the same bubbled pattern to match that of the bottle and aiming to maximize shelf appeal.

The new scent was launched in the US at the end of the Summer, and the product roll-out began in Europe last month.

QSLD has been at the core of the French Luxury scene for more than a decade, designing for Coty, Puma, Lacoste, LVMH, Paco Rabanne and Lancome, amongst others.

The US branch, QSLD New World, specialises in outer packages and bottles that help luxury brands to reach their target audience.

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