Top 3 trends in perfume packaging by 2025

On 6th September 2023, Richemont announced the creation of a new Fine Fragrances and Beauty division and the appointment of Boet Brinkgreve, a former executive of Firmenich, as CEO of the division. Johann Rupert, Chairman of Richemont, said that the new division was "designed to help the Group achieve large-scale growth in this highly competitive fragrance sector". So far, the world's three largest luxury giants LVMH LVMH Fragrance Brands , Richemont Richemont and Kering Kering have set up independent beauty and perfume departments, all entering the high-end perfume market.

Why luxury giants have bet on perfume?

According to industry veterans mentioned: luxury groups face the user belongs to the high-end consumer crowd, this kind of crowd tends to pay more attention to the quality of life, and the consumption of perfume and luxury fashion, bags, jewellery and other consumption scene is closer to the emphasis on a 'sense of quality', more in line with the group's user positioning." He pointed out that compared with colour cosmetics and skin care products, the latter tend to emphasize the functional value and have the attributes of just-demand FMCG products, while perfume, as a differentiated niche track, is more reflective of the high-quality lifestyle of high-end consumer groups and is consistent with the attributes of luxury goods.

Facts have proved that in recent years, the perfume business of luxury groups has indeed shown remarkable growth. According to the LVMH Group financial report, the perfume and cosmetics category grew 11% year-on-year in the first quarter of 2023, and the financial report specifically pointed out that Sauvage, Miss Dior Christian Dior Couture and J'Adore J'adore Models perfumes are important growth channels. Coty's Coty 2023 earnings report also showed that its high luxury beauty division generated $3.42 billion in revenue, with high luxury fragrances growing over 20%.

Perfume market has become a real sense of the "gods of the war", but it is curious, all parties behind the forces of perfume, perfume bottle packaging how to help these high-end perfume brands a force?

High-end consumer demand for perfume packaging is not only the use of feelings, more personalised, self-satisfaction, the embodiment of social status, is a high-quality life show, this demand to promote the brand in the perfume product packaging design need to have a memory point.

• sustainable development has become the key to perfume bottle packaging, brand packaging to accelerate the shift to environmentally friendly production and packaging

Traditional perfume bottle packaging usually uses a large number of plastic, glass and other materials, generating a large amount of packaging waste, which has a negative impact on the environment. In order to reduce the generation of packaging waste, more and more perfume brands are beginning to explore the design and use of sustainable packaging, such as the use of dissolvable spray paint, secondary recycled glass, in order to reduce the negative impact on the environment.

• Enhance the anti-counterfeiting ability of perfume packaging to protect the rights and interests of brands and consumers.

High-end perfume trend sweeping, not only brought about a shift in consumer thinking, but also a huge impact on the demand for perfume packaging. However, along with the wave of high-end perfume, a large number of counterfeit products have inevitably appeared, bringing great trouble to consumers' choices. In order to prevent the emergence of such problems, high-end perfume brands actively update the appearance of perfume packaging, and continue to explore unique anti-counterfeiting technology, which not only protects consumers to buy genuine products, but also maintains the reputation and market position of high-end perfume brands.

• perfume packaging customisation services promote brand image and market competitiveness.

High-end perfume consumers pursue personalisation and self-expression, perfume packaging has become an important way to show personal taste and social status. Therefore, perfume brands have learned to packaging as a market uniqueness and personalisation of additional supplements. The eye-catching design of perfume bottles not only makes the product stand out in the market vision and enhances its market competitiveness, but also is a powerful expression of the brand's values, while providing a unique purchasing experience for perfume consumers.

Devi Glass Packaging Team