Free the birds

Case study, Packaging

Lenor Parfum Des Secrets

Applying the world of fragrance aesthetics to the world of fabric care

The fabric care market is over-saturated. So when it set out to create a new range of truly exceptional fabric care fragrances – the most luxurious in the Lenor collection, Procter & Gamble knew it needed great design to stand out. The end result exceeded all expectations, winning Silver at worldwide packaging and design competition Pentawards 2018 this month.

Free The Birds worked with P&G on the packaging design of the new range, Lenor Parfum Des Secrets, which comprised ‘four moments and scents of connection’: Mystery, Dazzle, Blush and Kiss. The design team’s aim throughout was to find a new and distinctive way to stand out in an over-cluttered category.

The end result, created by a beauty designer, is inspired by fine fragrance packaging with a new bottle structure full of jewellery-inspired diamond cuts. Another key part of the design, however, is the easily removable metallic printed shrink sleeve – to make recycling easier.

The removable sleeve also allowed colourants to be removed from the bottle whilst maintaining shelf appeal. These sustainability features also helped Lenor Parfum Des Secrets recently win another award: Silver at the 30th DOW Awards for Packaging Innovation.

Other defining features of the packaging design were an expression of the Lenor ‘bloom’ in the centre, swirling and around the Lenor brand mark; simple varianting and no over-use of claims.