90s super model Linda Evangelista is the face of the campaign for Fresh Couture by Moschino. Photo: Steven Meisel for Moschino

90s super model Linda Evangelista is the face of the campaign for Fresh Couture by Moschino. Photo: Steven Meisel for Moschino

When everyone is only talking about the packaging - Eau de Toilette in a window-cleaner bottle thrills the ladies

 Flacon in the shape of a household cleaning agent.  Unobtrusive and exquisite is probably the last thing that comes to your mind when thinking of Moschino. The designs of Creative Director Jeremy Scott are rather associated with such attributes as gaudy, quirky, and eye-catching. For his first fashion show in Milan Scott sent models onto the catwalk resembling crisp, candy or chocolate wrappers. Large-format cartoon imprints are just as much a standard prop here as striking colours and patterns. Mobile phone cases by Moschino occasionally also resemble French fries bags or cigarette boxes. Recently the designer again gave in to his penchant for all things ordinary when designing the packaging for his new Eau de Toilette “Fresh Couture”.
At his first runway show in Milan the Creative Director of fashion label Moschino sent models onto the catwalk wearing designs mimicking food wrappers. Photo: Moschino

At his first runway show in Milan the Creative Director of fashion label Moschino sent models onto the catwalk wearing designs mimicking food wrappers. Photo: Moschino

The aesthetic looks of every-day objects

Those passing by the new “Fresh Couture” fragrance by Moschino in a perfume store, may stop and wonder whether ordinary spray cleaners are now being sold side by side with up-market body care products, perfumes and make-up utensils. Because the new design of this Eau de Toilette impresses with a container generally known for streak-free shine rather than an exquisite glass bottle. The aromatic scent of fruity tangerine, spring rose and bergamot is enclosed in a bottle that resembles a window cleaning fluid. The “water” is precisely as blue as the cleaning agent and at first sight the bottle also features the same spray dispenser. The latter, however, is only a gimmick thought out by Jeremy Scott. Buyers have to remove the cap before use. Beneath is a standard spray nozzle top.
Unique combination of quirky bottle and luxury scent: Eau de Toilette by Moschino. The spray top, however, is only a gimmick. Photo: Moschino

Unique combination of quirky bottle and luxury scent: Eau de Toilette by Moschino. The spray top, however, is only a gimmick. Photo: Moschino

Luxury fragrance meets ordinary household spray cleaner

With his creations the designer hones in on an idea which already caused quite a stir and a buzz in late 2015. The “Capsule Collection”, which encompasses an I-Phone case was designed by Scott in the form of a Windex bottle. The original case sold out in no time. Now he has picked up on this concept again and featured it in a new context. Moschino’s Creative Director explains the idea underlying this combination of an untypical bottle with a luxury fragrance as follows: “The concept for the fragrance was to juxtapose the most ordinary every-day of all products – the household cleaning fluid – with something as valuable as a liquid luxury brand scent.”
Unique combination of quirky bottle and luxury scent: Eau de Toilette by Moschino. The spray top, however, is only a gimmick. Photo: Moschino

Unique combination of quirky bottle and luxury scent: Eau de Toilette by Moschino. The spray top, however, is only a gimmick. Photo: Moschino

The beauty of a bottle

It is commonplace for packaging to also play a prominent role in perfumes, impacting sales figures long term. This is why every year the Fragrance Foundation Deutschland e.V. awards the best bottle of the year. This year the coveted award at the DUFTSTARS 2016 went to Marc Jacobs' 'Decadence' presented in the shape of a handbag. The detergent bottle made by Moschino had everything it takes to be an eye-catcher that evening anyway. We will have to wait and see whether the extraordinary bottle will get the international jury’s vote next year.
In 2016 the coveted industry award from the Fragrance Foundation Deutschland e.V.’ went to Marc Jacobs for his fragrance packaging in the shape of a hand bag for “Decadence”. Photo: DUFTSTARS 2016

Whether “Fresh Couture” will become the 2017 fragrance bottle of the year is “in the stars”. In 2016 the coveted DUFTSTARS industry award from the Fragrance Foundation Deutschland e.V.’ went to Marc Jacobs for his fragrance packaging in the shape of a hand bag for “Decadence”. Photo: DUFTSTARS 2016


Further information

Uniform labelling on cosmetics packaging

Consumer information has to be readily visible on packaging units or replaced by a book symbol (finger pointing to a book) in the event of lack of space, not only on food but also on bodycare products. So far applicable in the EU this regulation is now to become valid worldwide.
Read more
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