Form follows fashion

Out with lush sophistication. Out, too, with the strictest minimalism. Today's trend is towards refinement enhanced with purity and technological prowess. The new perfume bottles brilliantly illustrate that trend.

By Alixia Mas . 22/06/01

Fading into the woodwork, ethereal and subtly scented fragrances are yielding to whiffs with strong personalities that tell timeless tales. That is why the classics are outshining new creations, and aging lush and ostentatious bottles are undergoing a makeover.

Making over the classics

With flair and know-how, marketing and product managers are calling upon designers and glassblowers to breathe a breath of fresh air into the classic perfume bottles. The new millennium has thus far revealed L'Air du Temps, Must, Shalimar and Vétiver (Trésor is coming this fall) in newly refined, sleek, elegant and functional lines. Because society has now matured and doesn't need flashy accessories to grasp the concept of luxury... because an eye for precision and detail has over taken the penchant for frills... and because people would now rather go straight for the essential, enjoying a direct relationship with objects. And also because a taste for simplicity doesn't imply a simple mind... on the contrary!

Genuine luxury lies in creative genius

Through this new esthetic trend, major perfume brands have become more democratic. Perfume is available to everyone now. It is no longer a symbol of luxury, with the implication of being reserved for a "happy few". According to the heads of Nina Ricci, Cartier, Guerlain, Lancôme and fine design agencies (Aesthète, Areca or V.I.A.), true luxury now lies in the material and the design. That's where the difference lies.
Those designers conduct elaborate research projects so that consumers will feel emotion as soon as they touch the bottle. Their creativity ranges from the very way the lid "clicks" shut to the subtle and sensuous design of our favorite flask. After all, all that glitters is not gold! Glass can glitter, too!