More than just a vessel and delivery system, the bottles, caps, dip tubes and outer cartons that house and dispense today’s EDPs, body sprays and fragrance oils must also convey the story of the scent inside. Here’s how a handful of brands have housed their newest launches.


Curve Black
Launched in May, this men’s flanker in the Curve franchise is described as taking the “tradition and craft of Curve Fragrances to a dark side, combining a vibrant blend of citrus and fresh florals with warm, woody accents for a fresh fruity fougere.”

THE PACKAGING: A matte black color palette, metallic gold accents and modern deco design are employed on Curve’s signature bottle. Maintaining the shape of the familiar bottle and tin allows for a clean bold look that stands out on shelf, according to the brand.


Go Naked
Urban Decay doesn’t wander into fragrance often but its latest foray is Go Naked, a limited-edition perfume oil that founder Wende Zomnir developed with Sara Horowitz-Thran (the nose behind the brand’s Pistol, Sin and Go scents that debuted back in 2004). Go Naked has top notes of Italian bergamot, petitgrain, mandarin and lemon that create a citrus aura, middle notes of orange blossom and neroli with a base of lavender, jasmine and musk.

THE PACKAGING: Urban Decay selected a “perfect for your purse” clear bottle with a champagne-colored base and custom cap.

“The inspiration for the cap of our Go Naked Perfume Oil came from our Naked Ultimate Basics compact design, which we are still obsessed with,” Amy Zunzunegui, SVP of product development and packaging at Urban Decay Cosmetics told Happi. “The radiating lines worked perfectly on the 90 degree angle of the cap.  It feels modern with the graphic lines, it feels both Naked and a bit beachy with the color and feels very UD at the same time.”

And the rollerball was critical to the brand, too. “We felt very strongly that the way to launch this specific fragrance was with an oil in a rollerball,” added Zunzunegui   We are all busy, on the go women, who need their makeup and their fragrance to last throughout the day.  The oil does this. However, if you need a quick touch up or want to travel with Go Naked, the smaller rollerball presentation allows you to do so.”


Rosé Rush Paris Hilton
Rosé Rush marks Paris Hilton’s latest addition to the Gold Rush collection. This floral-rose-fruity fragrance is reminiscent of its predecessor; opening notes blended by Richard Herpin of Firmenich include rose petals, neroli and lychee. The middle features Rose of May, peony and papaya with a base of amber, cedarwood and white musk.

THE PACKAGING: Hilton opted for a flacon that would reflect the feminine form of its predecessor, but ornamented the flanker’s bottle with rosé-tinted iridescent glitter.


Hard Candy Pink & Black
Hard Candy has rolled new eau de parfums and body mists—Pink and Black—in refreshing new scents that are described as mood boosting blends of fresh fruits and elegant musk. Pink has top notes of California tangerine and pink passion fruit, mid notes of pink peony and jasmine, and lower notes of vanilla sugar and musk. Black scent pairs kiwi and mango top notes with mid notes of quince blossom and vanilla absolute on a base of sugared iris and warm amber.

THE PACKAGING: The EDPs come in “striking black and pink matte shells,” according to Hard Candy, which kept the look the same for the body mists.


Nateeva Jamaica, St. Martin and Bahamas
A newcomer to the fragrance scene, Nateeva has crafted a trio of scents inspired by the native flowers, fiery sunsets and tantalizing flavors of the Islands of the Caribbean—namely Jamaica, St. Martin and the Bahamas. These scents were created by fragrance evaluator Hope Freeman and perfumer Laurent Le Guerenc.

“Nateeva fragrances are designed to let your senses take you on an exotic journey to places you’ve visited—or have wished to travel to,” Freeman told Happi. “Each Nateeva fragrance is inspired by the native flowers of exotic destinations, starting with three: Nateeva St. Martin is reminiscent of the beauty of the Hibiscus flower, tinged with vanilla, mimosa and sheer musk. The Yellow Elder flower, blended with linden blossom, ginger and sandalwood, inspires our Nateeva Bahamas fragrance. And Nateeva Jamaica is an ode to the Lignum Vitae flower, laced with mandarin, frangipani and coconut water.”

THE PACKAGING: “There’s a certain signature to our fragrances—each one is light, fresh and clean—and our packaging reflects that,” continued Freeman. “But once inside, you’re greeted by a lovely bottle nestled in a dazzling bed of native flowers, along with a beautiful poem detailing the flower that inspired the fragrance.”


Other
Other is a universal scent “made in solidarity with people of all genders, creeds, colors and heritage,” according to A Beautiful Life Brands (ABL). It has notes of strong coffee, sweet honey, cardamom, lush brown suede, and fragrant cannabis, making for a scent that the brand contends was “created in a spirit of diversity and inclusiveness, in response to concerns many Americans are sharing about our freedoms, and our future.”

THE PACKAGING: Rather than “build a glass bottle from the ground up,” Tony Artur of indie brand ABL said he uses stock and focuses on apropos labels created by artist Keith Shore. Shore has been collaborating with ABL since the brand’s first scent (I Heart Unicorns, back in 2009) through to this most recent juice, from which $2 from each purchase is donated to The American Civil Liberties Union and The Southern Poverty Law Center.


Tapout Body Sprays
Body sprays have remained a popular scenting option for men who shop in the mass market. One of the newest entries on the shelf comes from fitness brand Tapout, which is offering six “high-performance scents” that range from refreshing and crisp to spicy and musk. The brand ambassador is WWE star John Cena, according to Revlon, which is working with Authentic Brands Group on the collection.

THE PACKAGING: Cena is front and center in a design that is clearly masculine and industrial, complete with a black pull trigger and texture on the bottle that resembles diamond plate flooring one would find inside the weight room.