Gaultier and Crown team up on secondary fragrance packaging that’s fit for a superhero

By Deanna Utroske contact

- Last updated on GMT

image courtesy of Crown
image courtesy of Crown
A new collaboration between Gaultier and Crown Aerosols & Specialty Packaging will see two Jean Paul Gaultier fragrances packaged in tins featuring Superman and Wonder Woman.

Crown Aerosols & Specialty Packaging is a subsidiary of Philadelphia, Pennsylvania – based Crown Holdings, a company that has been specializing in metal packaging technology for 125 years. The company boasts “operations in 36 countries,” “over 24,000” employees, “and net sales of $8.3 billion,” ​according to the about page on crowncork.com.

Lasting alliance

Crown and Jean Paul Gaultier have worked together on packaging before. In fact, “Crown’s relationship with Jean Paul Gaultier spans more than 20 years, allowing its in-house design team to work in close partnership with the brand to ensure the new tins were entirely on-brief,” ​as a press release about the Superman and Wonder Woman containers explains.

The tins were made for the brand’s Le Male and Classique fragrances and each features a superhero drawn to appear as if breaking through the tin above the tag line, “I Love Gaultier.”

According to the press release, “the designs leverage the distinctive cylindrical shape that has become an iconic marker for the brand, making them instantly recognizable as belonging to the Jean Paul Gaultier stable and helping the perfume stand out on retail shelves and connect with target consumers.”

Sustainable packaging

The environmental impact of beauty packaging is of consequence to manufacturers, brands, and consumers alike. In that regard the new superhero Gaultier fragrance tins win in two ways.

They are made to be reusable / collectable; “The striking design of the tins...increases the likelihood that consumers will regard them as keepsakes,” ​as the media release describes it. And the tins are also recyclable. “The tins are able to be infinitely recycled with no degradation in quality or performance, significantly reducing the need for virgin material.”

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