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Playboy Fragrance Packaging

The iconic American brand, Playboy, has entrusted Intl fragrance house Coty Inc. to introduce a range of eau de toilette and after-shaves in 50 and 100ml bottle formats that are the quintessence of masculinity. The product line includes Playboy perfume in four packaging designs presented in a glass bottle reminiscent of a whisky flask with labels from Sleever Intl.

The labels impart the look of a “brushed metal” background thanks to Skinsleever technology, with its matt-shiny embossed effect. The labels also sport the brand’s emblematic visual codes, the bunny and bowtie, whilst leaving a transparent window that reveals a woman’s silhouette.

In addition to the technical challenge, Sleever Intl successfully interpreted the brand’s different fragrances by adding metal pigments (blue, red, etc.), each of which symbolically depicts a major American city. The goal was to achieve original differentiated packaging that would make a bold statement immediately.
Exemplary partnership between Coty and Sleever Intl.

Sleever Intl, entrusted with the entire decorative process, provided Coty Inc. with the full scope of its know-how, as David Lopez-Bonnet, director of cosmetic product development of Coty Beauty Europe, explained: “The decision to work with Sleever Intl was a logical result of the group’s vertical integration that gives it an undeniable competitive edge. The embossed texture effect on the film and the perfect integration of the sleeve against the glass bottle were a challenging task. In the final count, this has been a win-win collaboration, as our product has hit the market with the right timing and the right quality.”

Launched in the USA, Canada and Western Europe (and rolling out globally next year)”, the initial sales of “Playboy” are “very promising” in the words of Coty’s top management.

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