How much of an Influence Does the Packaging of Fragrances have on the Purchasers Decision?

How Fragrance Packaging Plays an Important Part in their Sales



The sale of fragrances is an unusual business in how it portrays itself. It's often portrayed in such unusual and artistic ways as a result of its close ties to the fashion world and celebrity. Kate Moss fragrances provide the perfect example of links to both. As such there advertising and even packaging reflects this culture. The style and design of the packaging for most fragrances can make them seem more like ornaments and jewellery than simple containers. With this in mind, how much are we influenced by the design of a fragrances packaging when making a purchase?



If you consider the fact that when browsing for a product you are attracted by the design before you get the chance to smell it, it begins to make sense. The designers are clearly well aware of this with the abstract and unusual designs being applied to the bottles to draw your attention. It is a fact that by making unusual designs, they are more likely to make the product draw your attention and also be memorable.



There is even more to fragrance product design than simply being eye catching. Many are trying to make a statement with their design which reflects what their product represents and what demographic they are aiming it at. As such the range of designs is massive with products tailored to appeal based on age, gender and even hobbies. (Adidas fragrances are clearly aimed at sporty individuals).



Perfect examples of design taking the front seat are Diesel's ‘Only the Brave' for men and the range of Jean Paul Gaultier perfume. The Diesel fragrances bottle is shaped like a fist with the clear intent of portraying a masculine image to appeal to men. The Jean Paul Gaultier bottles are shaped like the male and female form respectively. Less obvious is the Lacoste touch of pink design. It's demographic is clearly young women and its sleek colourful bottle design is tailored toward this.



It is clear that the design of the packaging does play a major part in the promotion of fragrances. This is not to rule out the influence of advertising and reputation as each clearly play a part in the promotion of the product. In such a major industry fragrance designers can afford the luxury of elaborate design and advertising.