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A daring new design

US Beauty Group Coty Inc. hired designer Denis Boudard, president and founder of QSLD New World Inc. design studio, to create the packaging for its new women’s fragrance and beauty line: Daring for Isabella Rossellini.

Pw 11968 Daring

Designers used the same bottle shape as IsaBella, its previous fragrance, revisiting coloring and finishing to revitalize the brand name and attract a new audience. Appealing to independent and audacious women, designers looked to their adventurous, yet feminine side when developing the packaging. The heavy glass bottle is purple at its base. With a modern-looking, innovative closure that twists open and close, designers attempted to create a package that represents a combination of originality and elegance. The package launched in December, 2004, and is available in European markets. —ALR

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