BRAZIL – For the cover of its new collection, L’acqua di Fiori decided to use a special resin that features brightness, transparency, toughness and safety for the cupcake-shaped perfume cap of the product range.
Inspired by traditional American cupcakes, the Brazilian perfumery has launched the Cupcake Me line for "tween" consumers (girls aged 8-12 years) in Brazil, targeting an age range that is not considered by the perfumery market and includes potential, quite demanding and vain consumers.
The packaging creation was planned by L’acqua de Fiori marketing team and Abner Brito, the company's designer. To stick to the traditional American cupcake image, the designer chose a standard glass bottle decorated with two EVA layers and closed by a red cherry-shaped perfume cap.
"During the packing planning of the new line, the main L’acqua de Fiori concern was maintaining the toughness and safety, without losing the product's charm and attractiveness for this age group that is so demanding and linked to the new trends", said Célia Anrelink, L'acqua di Fiori product manager.
The red cherry-shaped cap creation has used DuPont Surlyn, a resin that has several applications in the cosmetic industry, primarily in caps for perfumes or pots. The resin was ideal for the composition of the rounded-shaped caps symbolizing the cherry since the brand´s main purpose is adherence to the fragrance and the original cupcake packaging.
"The material was chosen by L'acqua di Fiori packing development team because of the brightness, charm, toughness and safety requirements in the initial packaging planning", explained Janine Carvalho, sales representative of Polymers for Packaging and Consumer Products division at DuPont Brazil.