Armani and Koesio reveal refillable perfume solutions at Luxe Pack 2023
28 Sep 2023 --- At this year’s Luxe Pack in Grimaldi Forum, Monaco, from October 2 to 4, House of Armani will showcase its refillable perfume bottle with raised decoration to make the bottle look like jewelry developed with Bormioli Luigi. Meanwhile, at the tradeshow, French fragrance house Koesio and bottle supplier Coverpla will demonstrate two refillable perfume bottles.
The Armani Sì Intense perfume line has an all-new design with a refillable bottle. Koesio selected three options from Coverpla’s catalog and shifted the designs to make them all refillable, which Bormioli Luigi assisted in.
“In our Koesio project, the fact that our concept is centered on personality in relation to fragrance and environmentally-friendly packaging goes without saying, especially as we are entering this new world of respect for the planet at every level,” Eric Moraldo, the founder of Koesio, tells Personal Care Insights.
Sébastien Saussereau, in charge of corporate social responsibility strategy at Coverpla, also tells us: “The aim of a refillable bottle is to give it value through the lifespan it is designed to last. Choosing a refillable bottle is a way for the brand to commit to a responsible gesture and to engage the consumer. It’s up to them to take responsibility. If they don’t refill, which is a pity, they can, at worst, recycle the product by separating the two parts.”
Challenges in 3D bottles
Bormioli Luigi says it “respected” the signature shape of the Sì collection. The added decoration to the bottle was the first time the House of Armani used such a style to interlace its logo.
Koesio focuses on refillable solutions for its new perfumes.For Bormioli Luigi, it was a completely new creation integrating the engraving, in the mold, of the letters on both sides of the bottle. The glass-making company explains that the letters were particularly demanding in terms of the definition and precision of the motif.
While the surface of the glass displays the shine typical of Armani fragrances, the relief motif required specific attention during the fire-polishing stage.
The two interlaced letters are revealed by a décor pad printed in gold created using “precious metal.” This operation was also called complex, especially on the bottle’s edges. The “Giorgio Armani” name is placed on the front of the bottle and is screen-printed in black. Bormioli Luigi says doing so was a delicate process given its proximity with the relief décor.
Armani’s Sì Intense fragrance is offered in two sizes, 50 ml and 100 ml, equipped with a screw neck.
Turning to refillable
The new perfume bottles from Koesio can “keep for a long time and can be refilled. What’s more, glass is a material that can be recycled ad infinitum. A kept bottle can then be premium and considered a precious object, with decorations and accessories,” says Moraldo.
The brand’s 20 fragrances are grouped into four families for women, men, young men and young women “because during adolescence, the personality is defined, moods are fluctuating, tastes change and arrogance is a disguise for shyness,” he continues.
In the Coverpla catalog, the brand selected three 50 ml bottles: Vertigo, Ulysse and Venus. They are paired with the Top Passion cap clad in black and shiny silver aluminum and the Galet and Gény designs, both injected in Surlyn.
Armani implements relief décor on its refillable perfume bottle.
Coverpla then supplied matching pumps and pump covers. This mix-and-match selection was then personalized with a range of lacquers selected by the brand.
“At Coverpla, the mix and match between the bottles, caps and pumps gives the product its identity. Customization then comes in decorations and other surface treatments,” explains Saussereau.
Among the choices in the Coverpla catalog, the Vertigo design was the only one available in a refillable version. Venus and Ulysse, having recently been introduced by Bormioli Luigi with a range of collar types, were not yet available with screw necks. Driven by the project, the Italian glassmaker ramped up its industrial production. As such, these two references are now available in refillable.
“We, therefore, chose the Vertigo refillable bottle for men, and Coverpla helped us to set up two other refillable bottles that had not yet been produced to launch us into this field of refillable bottles. In the short term, Coverpla knows that this is the future of perfume bottles,” says Moraldo.
“We’ve set up a distribution network that will enable consumers to buy their refills (in 100 ml aluminum) on our website and then eventually in the shop. For us, the refillable bottle represents a major challenge for the perfume industry of the future.”
“It’s up to the brand to communicate this gesture and make refills available on the Internet or at points of sale,” adds Saussereau.
By Sabine Waldeck
