REPLAY your fragrance! Gerresheimer presents unconventional glass flacons for a new fragrance technology
Tags: Gerresheimer
* Authenticity through and through – Color streaks and blurred finger prints: watercolor printing gives the flacons aesthetic appeal of a different kind
A drop of water on the skin is enough – and the fragrance thought to have faded away announces its return: ‘REPLAY your fragrance!’ is the name and at the same time the claim for the new Eau de Toilette which Procter & Gamble has realized for the Italian jeans brand REPLAY. The glass flacons which Gerresheimer displays at Luxe Pack Monaco are just as creative and close to life as the idea of the refreshable twin fragrance.
Contemporarily refined classic shapes of technical origin, blurred ‘watercolor’ splashes on the clear glass – these flacons are a refreshing new pleasure experience for the eye (October 21 – 23, 2009, Halle Ravel, Stand RC 20).
Everything looks original in these flacons – nothing artificial. This starts with the stature. The shallow, gently rounded rectangle shape with a narrow neck and straight shoulders is generically reminiscent of small utility bottles which have always been part of everyday life – a familiar association, all the more surprising in the world of perfume. Appropriate details have been added in a carefully measured and stylish way: a scarcely noticeable protruding surface on each side for example, which structures the clear glass and brings it to life with fine edges.
The upward lettering simply complements the essential nature of the flacons in a relaxed manner even though it covers almost half the front: ‘REPLAY your fragrance’ rises up large – but without imposing itself unduly – as a transparent glass relief. A stunning role is played by color in this fragrant renaissance of the classical utility bottle. “It makes the water theme of the fragrance understandable to all – an ingenious concept,” says Burkhard Lingenberg, Director of Marketing and Communication for the Gerresheimer Group.
REPLAY, Procter & Gamble - REPLAY your fragrance! Gerresheimer presents unconventional glass flacons for a new fragrance technology
No perfume flacon in the world is more authentically printed: the back wall creates the impression that it has been accidently splashed with watercolor – including streaks running down and blurred watery finger prints. Almost incredible but – with all the deceptively authentic splash decoration – the design as a whole exudes spotlessly pure aesthetic appeal. It has everything it takes to become a cult object.
The unconventional ‘accidental’ art adorns the slimmer feminine flacons in red and the more robust masculine flacons in blue. Through lovingly detailed work each size variant of the flacons actually receives its individual splash and streak formation by means of multicolor Tampo printing. And it would seem that a little bit of the ‘water’ color might also have splashed inside: REPLAY for Her has a light red tint while REPLAY for Him has a bluish note.
Gerresheimer employs around 10,000 people in more than 40 locations in Europe, America and Asia. In the financial year 2008, worldwide sales totalled €1.06bn. The product portfolio ranges from pharmaceutical vials made of glass and plastic through to complex drug-delivery systems for the pharma industry. These include sterile syringes, inhalers and other system-based approaches for safe dosage and application of medications. The Group enjoys a leading position in markets which are characterised by high technical and regulatory barriers. In addition, cosmetic packaging made of glass and plastic is a part of the Group’s product portfolio.
GHTime Code(s): 9000f 99467
The presentation has always been very varied but such a wide product range. The perfume flacon realized for the Spanish beauty specialist Puig for ´Springfield´ in clear glass is one of the innovative highlights in this category – although initially it appears quite modest. At the very first glimpse sympathetic in its compactness with the short flacon neck which has become rare, it gradually develops an almost hypnotic fascination through its completely unorthodox lines.
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