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Crave packaging is revealing

A 2.5-oz plastic spray bottle mounted inside a see-through plastic “carton” distinguishes the packaging for Crave fragrance from Calvin Klein Cosmetics, a New York, NY, div.

Pw 15423 Crave

of Unilever Cosmetics. The plastic packaging is unusual for an ultra-premium fragrance, which has long been the domain of glass.

Launched globally in September, the large Crave (shown) retails for $45 and is part of a product line that includes a $30 1.3-oz small fragrance, hair and body wash, and deodorant.

The carton or case (left) is a one-piece vertically oriented “clamshell” that appears to be molded of polypropylene. It is hinged at the base and opens via a tab closure at the top. It is printed in two colors, orange for the product logo type and white for product details. From Risdon-AMS (Watertown, CT), the spray bottle friction-fits into top and bottom holders to secure it in place in the case. Injection-molded of Eastman Chemical’s (Kingsport, TN) PCTA copolyester, it stands 6½’’ high and has a large, orange rubberized push sprayer on the side. An easy-to-see orange “dot” marks the spray nozzle’s opening. It encloses an inner extrusion blow-molded PP product bottle supplied by Qualipak (Whippany, NJ) with a pressure-sensitive label. The label is printed with holographic-like lettering that mimics the outer case’s lettering. The spray pump mechanism is from Rexam Beauty and Closures (Purchase, NY).

According to Risdon-AMC’s project engineering manager Jim Bigham, the spray bottle had to be self-contained with no external parts such as a cap. “The nozzle orifice had to be stationary so that when activated, any moving parts were inside the package,” Bigham says.

Crave’s target market is males age 15-24—the so-called chief technology officer of the household, the company states. According to Lisa Aurichio, Calvin Klein’s U.S. public relations manager, “the plastic packaging provides portability for his on-the-go lifestyle.”

Crave promotional copy elaborates that the packaging is “inspired by the things he uses. His phone, his beeper, his gear. Mobile—sleek and portable. Ergonomic-designed to feel good in the hand. Technological-breakthrough side-trigger delivery system. Dynamic from shape to materials to colors to logo. Engineered by Calvin Klein and Fabien Baron of Baron & Baron Design [New York, NY]. The icon: The arrow for action. Aimed where he’s going.” —RL

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