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Floratropia disrupts traditional fragrance pack codes

Katie Nichol

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Floratropia disrupts traditional fragrance pack codes

© Camille Collin

A newly launched French brand, Floratropia is out to shake up premium fragrance with its doypack formats.

“More perfume, less packaging” is one of the driving principles behind this fragrance player that brands itself as clean, natural and eco-friendly. Floratropia launched with four scents packaged in doypacks that are said to have a minimal carbon footprint compared to a traditional bottle, while its refillable travel sprays are housed in vegan, imitation leather cases.

 

Floratropia’s La Ressource flexible pouches are made in France (suppliers remain confidential) from an aluminum/PET/PE complex and are decorated using flexography printing. Consumers can either unscrew the cap and apply the fragrance directly to their skin, or they can use it to refill the travel spray.

“This solution is super-optimized in terms of carbon footprint for certain aspects: their production calls for low energy consumption, they are lightweight and avoid over-packaging on the supply chain, but it is not perfect,” Floratropia founder Karine Torrent tells Luxe Packaging Insight. Indeed, as the pouches are multi-material, they cannot be recycled. However, the brand has launched a service which collects them after use: consumers either return the pack to the vendor or download a returns label from Floratropia’s website after which they are upcycled via Terracycle. The brand is also looking to optimize the pouches by devising a cap allowing them to be reused.

“The doypack solution already existed, of course, but no one had thought of adapting it for perfume,” Torrent explains. “And that's the radical move we made to minimize packaging.” Compatibility, juice and fill tests ensured that the format could work with fragrance. “The biggest challenge in the end was to find a partner open to experimenting with very small quantities,” says Torrent.

The refillable travel sprays, sold separately from the flexible pouches, are designed as standalone accessories. The screen-printed bottles (International Packaging Business) are nestled in cases made of vegan imitation leather (based on recycled PET). Each item is handmade in southwestern France using traditional craftsman techniques. They are available in black or in a pinkish-beige variant, and either with or without a cord accessory.

The La Ressource pouch retails at €70 for a 40ml EdP, while the refillable travel spray costs €95.

Refillable travel spray

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Bottle and collarInternational Packaging Business

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PumpSilgan Dispensing Systems

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