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Colour, shapes sell scents
WHAT-TO-DO - FREEPORT/LUCAYA & GRAND BAHAMA ISLAND - JULY 2007
Colour, shapes sell scents
Exciting flacons tempt buyers
Perfumers in biblical times kept their scents in elaborate and luxurious containers, according to historians. Just as it is today, attractive and eye-catching packaging was an integral part of the luxury perfume trade in ancient Egypt.
Now as then, more than just the aroma is taken into account by the perfume buyer, whether it?s a choice for oneself or a present for another.
Basheva Sutherland, assistant store manager for Colombian at Port Lucaya Marketplace, notes that the shape of perfume bottles, or flacons as they are known, and the colour of a perfume, are important selling points.
Classic scents such as Chanel No 5 are presented in clean-line bottles filled with light brown or clear liquids. But the old favourites are outnumbered today by extravagantly shaped bottles in a kaleidoscope of colours.
The flacon?s shape ?definitely is important for women,? says Sutherland. ?Women think not only about a perfume?s scent but also how a fragrance will look when displayed in their bathrooms or [on their] dressers. They want to see something that looks beautiful.?
Butterflies and leopards
For bank executive Shanelle Brennen, recognizing the brand also helps in making her selection.
?The colour and shape of a perfume bottle would immediately draw me in. If I?m familiar with the designer or celebrity attached to a perfume label then I?ll be more inclined to try a new fragrance.?
Some of those who have allowed perfume makers to use their names are Michael Jordan, Britney Spears, Paris Hilton and David Beckham.
This season, Jennifer Lopez?s Live attracts women with its flirty bottle design. The shimmering violet, turquoise and purple container is sure to impress, along with its warm vanilla and lemon scent.
For men colour, rather than bottle shape, is important in fragrance selection. Lacoste attracts a growing number of younger male shoppers with masculine green, blue and red colours.
Designers offer unique bottles, shaped like butterflies or adorned with feathers, for example, to lure female buyers.
Feminine aromas
Fragrances still call up mystery and magic, just as they did in the age of the pharaohs, but purchasers follow more than their noses to their favourite scents.
Flowers incorporated into the design indicate feminine aromas. Pastel colours also suggest light and airy scents that many women enjoy.
?I avoid brown or darker liquids. I automatically assume the fragrance has more of a musk scent and that it has a more masculine smell,? says Brennen.
One-of-a-kind fragrances with personal touches are also attracting male and female shoppers.
At Fragrance of The Bahamas Perfume Factory in the International Bazaar, creative perfume users can mix, bottle and name their own scents.
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