With 15 years experience in the fragrance industry, Shiseido veteran Emmanuel Roche set out to show the possibility of creating a “truly sustainable luxury perfume”. His newly launched fragrance brand Aemium has debuted with 100% aluminum caps, wooden coffrets and sample vials made of glass and cork.
French luxury fragrance brand Aemium launched late 2020 with seven, Ecocert-certified natural and organic scents. The EdPs are housed in standard bottles (Verreries Brosse) hydro-lacquered in purple-blue and topped with black anodized aluminum caps (International Packaging Business/Capinter) with an aluminum insert. Automotive and aeronautical parts specialist Jacquemoux Décolletage machined the caps, which are hollowed out allowing the silver top of the pump (Silgan Dispensing), embossed with Aemium’s logo by Capinter, to be visible.
The flacons are adorned with white textured paper labels (Printor Packaging) printed in relief with black ink.
The screw pump, the only packaging element that contains plastic, can be removed to facilitate recycling, as well as making refill an option. Roche says that refills are under study for launch in the first half of 2021, with an aluminum refill the most likely option.
For its secondary packaging, the brand has forgone the use of cellophane, and even traditional bleached paperboard boxes and opted instead for lightweight boxes (Lendou Bois Emballage) made of French poplar wood and held closed with adhesive labels. Instead of an insert, the fragrances are nestled in FSC tissue paper (Papeteries de Montségur).
Aemium’s discovery set (24€) contains seven fragrance samples, with the glass, cork and wood elements taking inspiration from the wine sector: the scents are housed in glass tubes (Flacopharm) with a cork stopper and come in wooden boxes.
Created by Karine Vinchon Spehner and Serge De Oliveira of Robertet, the unisex EdP (€137 for 100ml) include Nova Espero, with its notes of clary sage, and Elixiris, which contains Iris, almond and heliotrope.
Embossing (pumpInternational Packaging Business (Capinter)
CapJacquemoux Décolletage/International Packaging Business (Capinter)
BoxLendou Bois Emballage
Tissue paperPapeteries de Montségur
PerfumersKarine Vinchon Spehner & Serge De Oliveira (Robertet)