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MadeByMe shakes up scent application

Katie Nichol

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MadeByMe shakes up scent application

By “making the invisible visible” and asking the question “what if we applied perfume like we apply make-up, by combining colors?”, newly launched French brand MadeByMe is out to offer consumers a novel way of putting on fragrance.

Appearances can be deceiving. And MadeByMe’s plastic-free palettes are a case in point. Rather than make-up, they contain solid fragrances designed to be combined and layered. The brand launched last month with Nude, a collection of five scents.

Created by perfumers Domitille Michalon-Bertier, Fanny Bal and Caroline Dumur (IFF), the fragrances’ concentration is equivalent to an eau de parfum. MadeByMe worked with an Italian cosmetics formulator to create a cream texture for the colored formulas, which are free from phthalates, parabens and alcohol.

Consumers can apply the solid fragrance to the skin or hair using a finger, after which the color disappears, leaving just a “perfume glow”. To help users discover how the scents can be layered, the brand offers “recipes” indicating the scent, the quantity to apply and the order of application: “two doses of… one touch of…”

Packaging design agency ANHA worked with Anna Zini of Anna Zini Fragrances&Cosmetics Development on the palettes. The artwork that decorates the packs was conceived by agency Point De Chute and brought to life by artists Cassandre Thiénot and Etienne Motais de Narbonne.

MadeByMe says it is striving to attain zero-impact packaging in the long term. Currently its compacts are free of plastic and are in metal and FSC-certified paper decorated with bioplastic laminated films and hot-stamping. The champagne-colored mirror – the brand opted for glass here rather than acrylic – can be reused and the magnets removed, allowing the palettes to be recycled in the paper recycling stream. “The packs are easy to take apart and we’re working on a short video tutorial to show consumers how to do this,” explains founder Nathalie Duran, a former L’Oréal executive.

Some five palettes are available: one format containing all five fragrances (€99) and four housing a scent duo (€49).

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