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La Senza extends lingerie branding into fragrance packaging

La Senza, a well-known lingerie retailer in Canada and 30 other countries, has extended the brand into fine fragrances with La Seduction.
FILED IN:  Package design  > Graphic

The line of five fragrances, interestingly, comes in packaging whose design leverages the company’s lingerie lines.

“We wanted packaging that would convey the sensuality of the fragrance itself with a glamorous look and feel that feels super-luxurious,” says Felicia Schepis, vice president of product and fragrance development for Beauty Avenues, owner of Limited Brands Inc., which operates the La Senza brand.

In assisting La Senza with the package design, Beardwood & Co. began by focusing on La Senza’s key brand equities: sexy, feminine, sophisticated, and indulgent. Building on these equities, the package design blends luxury and sensuality with a refined look and expensive finishes.

The hand-drawn black-lace pattern on the carton, reminiscent of sexy lace stockings and exotic flowers, is enhanced by embossing and varnish techniques. The La Seduction cartouche acts as the center of a garter band, cinching and wrapping the entire package. The refined serif, gold-and-black typography artfully balances the graphic flourishes to communicate messages of “classic” and “expensive” with an understated tone.

A 360-degree wrap lace pattern on the Eau De Parfum glass bottle, decorated by Decotech, adds a seamless decorative dimension and another element of luxury to the package. It is complemented by a vintage-style atomizer, which creates an ultra-feminine, classic French style.

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