Loubiworld, Christian Louboutin Beauty’s (Puig) latest fragrance launch, is a seven-strong collection of EdPs in faceted glass bottles sporting the brand’s iconic red. Each flacon is crowned with a weighty zamak cap featuring an extravagant design.
With this project—a first fragrance for Puig after it acquired the beauty license in 2018—the group aimed for bottles that were “works of art”. Indeed, each of the seven caps represents a country that inspires Louboutin’s shoe designs. The shoe maestro called on Franco-Vietnamese illustrator Hélène Tran to come up with the striking packaging.
The collection stands out thanks to its weighty injected zamak caps (TNT Global Manufacturing), whose intricate designs made for particularly complex unmolding processes. Each cap, fitted with bulk-dyed PP red inserts, is embellished with selective red detailing in either epoxy or plastic.
For the Loubirouge scent, for example, the cap is in the form of a globe on which the brand’s iconic stiletto is perched, with its heel planted on the city of Paris. This cap comprises three zamak pieces, and the tiny sole of the shoe is coated in a thin layer of epoxy—“quite a feat,” given the shape and surface to be decorated, says the supplier. The cap’s design details had to be respected while limiting the number of zamak parts and the assembly and polishing processes were said to be highly challenging.
The collar (TNT Global Manufacturing), hidden by the cap once assembled, is made of two parts—a nickel-anodized aluminum “chimney” and a nickel-galvanized brass plate, while the pump is part of Silgan Dispensing's Melodie range.
The inside of the flacons (Bormioli Luigi) are lacquered in Louboutin’s signature red using the Italian glassmaker’s Inside decoration technique. The bottle features numerous well-defined edges and a weighty distribution of glass on the base, designed to resemble a "smile". Achieving a pristine and brilliant surface finish were also primordial. The brand logo is hot stamped on the facing in gold.
While not refillable, the fragrance bottles were designed with sustainability in mind; the brand aims to offer flacons topped with a simple, fine aluminum cap so consumers can purchase just the bottle and use their existing cap.
The scents are housed in coffrets (Knoll Packaging) made of recycled FSC cardboard sheathed in coated glossy-finish paper in Louboutin red. Designed to be consistent with the existing Louboutin makeup range, the boxes with side opening feature a neck in recycled FSC board coated in silver mylar and right angles for a “perfect finish”. The brand logo is embossed and hot stamped in silver, while two labels (Autajon) are affixed: one on the side of the coffret, and a second glued onto the base. Made of PP and decorated using hot stamping and flexo printing, the labels have a "no label look".
The Loubiworld collection includes Loubicroc, a spicy oriental; Loubiraj, a leather woody fragrance, fruity-floral Loubidoo and floral Loubikiss, all created by Daphné Bugey (Firmenich). Marie Salamagne (Firmenich) created woody oriental Loubirouge, while Loubicrown, also a woody oriental; was crafted by Christophe Raynaud (Firmenich). IFF’s Nicolas Beaulieu created floral scent Loubifunk. The fragrances launched on November 1st and are priced at €260 for 90ml.
Loubiworld is competing for a Formes de Luxe Award this year in partnership with TNT Global Manufacturing.
Cap/collarTNT Global Manufacturing
PerfumersDaphné Bugey, Christophe Raynaud, Marie Salamagne (Firmenich) ; Nicolas Beaulieu (IFF)