“An invitation to explore the senses through perfume” is the idea behind the first collection from new French fragrance brand Pentalogies Parfums.
Pentalogies–which takes its name from a piece of theatre in five parts–has launched with five fragrances. Each scent in Etude.1 (Etude1.1 - Etude1.5) corresponds to one of the five senses. The scents were created by perfumer Clémentine Humeau.
The flacons are screen-printed in black (AZS) and the liquid creates a magnifying effect on the illustrations, which appear bigger when the bottles are full, and smaller when empty. “The bottles are designed to be emptied; when there is no more liquid, there is no more imagination!” Dorothée Duret, founder and creative director of Pentalogies Parfums, told Luxe Packaging Insight.
The bottles are topped with a deep black cap in ABS (Codiplas’ Mykonos model), with the brand logo digitally printed on the top in glossy white.
The fragrances come in white textured paperboard boxes (Antoli) with a cotton-like feel that are screen-printed in black and cellophane-free.
To help consumers navigate in their choice of fragrance, the brand developed a “boussole” (also created by Antoli), a sort of compass comprised of three spinning discs. Consumers choose different words that resonate with them to arrive at a fragrance choice.
A former visual merchandiser, Duret is the founder of niche perfume boutique Le Nez Insurgé in Bordeaux, which opened in 2015. Pentalogies is stocked at Le Nez Insurgé, at fragrance bar Liquides in Paris and online on the brand’s e-boutique.