Purposeful Packaging

October 1998


Purposeful Packaging

Slick packaging becomes top of mind for high-end marketers

Luxury marketers are putting more thought and money into their packaging, seeing it as a way to extend the image of their brand or store, says Luxemagazine.

The perfume business, while always one of the most packaging-conscious industries around, is taking this consciousness to another level. Just look at Calvin Klein's spare and minimalist bottle for its Contradiction fragrance, meant to capture the spirit of the designer's clothes.

In the liquor business, bottles with "magenta labels, lavender plastic corks and bottles made of green, blue or frosted glass" are in vogue. Last year, Champagne Piper-Heidsieck replaced the yellowish label it used for 200 years with a bright red version.

The shift is a global one, but U.S. companies are no match for the Europeans and Japanese in the packaging arena, says Luxe."American marketers still lag behind their international counterparts in custom packaging design," says the magazine.




Copyright © 1998 by Bond Communications.


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