© Photo courtesy of Interparfums
French fashion house Rochas is putting a modern spin on its iconic Eau de Rochas scent with its latest launch featuring a reworked packaging design. Introduced this spring, Eau de Rochas Citron Soleil is the first fragrance in a new permanent collection.
Interparfums called on Brooklyn-based design agency ForceMajeure to conceive the primary packaging of its new Eau de Rochas Citron Soleil fragrance. The design is a colorful, modern take on the iconic Eau de Rochas flacon launched in 1970. Its bespoke, cylindrical bottle (Stoelzle Masnières Parfumerie) made with 11.6% PCR glass features sleek ridges, rather than the rugged texture found on the original bottle. “The challenge lay in achieving a flat area where the label is positioned on the facing, and to ensure a good rendering of the engraved columns around the bottle,” the glassmaker tells Formes de Luxe.
Eau de Rochas Citron Soleil flacon; ©Interparfums
Lacquered a translucent yellow (Val Laquage), the flacon is adorned with a monochrome label embellished with embossing and soft-touch lamination. It is fitted with Silgan Dispensing Systems’ Melodie pump with crystal tube, and a bright silver actuator.
Rochas opted for a smooth, white spherical mono-injected PP and elastomer cap (FaiveleyTech). "The elegant soft-touch effect on the surface, with no additional decor and discreet parting lines completes the challenge set by the brand," explains Béryl Tomaschett, Key Account Manager at FaiveleyTech Orgelet.
Eau de Rochas Citron Soleil's secondary packaging; ©Interparfums
Creative studio L’Appartement Parisien came up with the secondary packaging design. The cardboard box (Verpack) is offset printed in Pantone in blue, yellow and black, with touches of glossy and soft-touch varnish and embossing.
Eau de Rochas Citron Soleil's secondary packaging; ©Interparfums
Eau de Rochas Citron Soleil fragrance is the first launch in a new, permanent collection, and comes as the brand looks to appeal to a younger generation of consumers. A summer-inspired eau de toilette, the citrusy, musky floral was composed by perfumer Guillaume Flavigny (Givaudan). “Citron Soleil is an ultra-modern interpretation of the eau de Cologne. Almost a deconstruction,” comments Flavigny. The scent combines notes of lemon, orange blossom and white musks. Launched this spring, the fragrance retails at €81 for 100ml.
BottleStoelzle Masnières Parfumerie
Bottle decorationVal Laquage
PumpSilgan Dispensing Systems
CapFaiveleyTech
CollarTesem
BoxVerpack
InsertSiemco
Bottle designForce Majeure
Secondary packaging designL’appartement Parisien
PerfumerGuillaume Flavigny (Givaudan)
