Crave packaging is revealing

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).