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Brioni gets intense with second scent

Katie Nichol

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Brioni gets intense with second scent

After Brioni Eau de Parfum earlier this year, the Italian luxury menswear brand has launched its second men’s fragrance under license with Lalique Group. The sleek black packaging takes it cues from tuxedos, with the label once again inspired by those stitched in Brioni bespoke suits.

Brioni Eau de Parfum Intense is the second addition to the Italian brand’s fragrance wardrobe. Fragrance licensee Lalique Group tells Luxe Packaging Insight that the packaging looked to make strides in terms of its ecological impact. "The new Brioni Intense Perfume is presented in a recyclable glass bottle that is made in Italy. The raw materials used to decorate the bottle are water-based and all our Brioni perfume boxes are recyclable and have obtained FSC certification,” explains Marie-Laure Joly, Head of Marketing at Lalique Beauty SA.

The scent is housed in the same square-shouldered flacon (Bormioli Luigi) as the first fragrance, this time lacquered in a slightly graded black. The bottle’s beveled corners and the droplet-shaped glass distribution at the base is particularly complex from a glassmaking standpoint, as was the gluing of the label in the specially developed recess.

The satin label on the bottle’s facing (Santex) is inspired by those sewn inside Brioni bespoke suits and sports a gold hot foil border evocative of cross-stitching. The top of the black magnetic cap (Awantys) and the gold-colored spray pump (Silgan Dispensing) are engraved with the letter “B”.

For the black, satin-finish box, supplier Model Kramp opted for Iggesund’s Invercote G (Algro Design 350g was used for the first fragrance). The box combines four-color printing on the outside, UV gloss varnish and UV semi-matte varnish. It boasts silver film lamination, structure embossing, embossing, dyed edges and coding. For the label on the facing, cross stitch fabric embossing combines with high-relief embossing, while the top of the box sports a high-relief embossed B.

Brioni once again called on Michel Almairac (Robertet) to compose the fragrance, which contains notes of bergamot, tangerine, pink peppercorn and patchouli.

Brioni Eau de Parfum Intense launched this month in 60ml and 100ml formats.

Component

BottleBormioli Luigi

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Cap Awantys

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LabelSantex

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PumpSilgan Dispensing Systems

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BoxModel Kramp

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PerfumerMichel Almairac (Robertet)

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DesignNORBERT STUMPFL (BRIONI)

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