New for old

Fragrance is a natural home of the luxury packaging, and existing at the higher price point than some other products in luxury. Looking back on current fragrance launches, whereas the handful of the new fragrances that are launched in the striking bottle designs, commonly brands are now introducing all new fragrances as a line extension of original fragrance. These line extension fragrances often are packaged in the bottles whose size and shapes are very similar or same like those designed for the fragrance's real version.

Given a saturated nature of fragrance market there are benefits to using same bottle for the additions to range. The fragrances are normally shorter lived and all features of the perfume should be developed very fast.

Apart from the practical considerations, by using same bottle have many advantages in the terms of marketing. In case the packaging design is serving the company many times over period of years it then allows higher investment in the terms of time or finance to develop this concept. With the strong identity from packaging design this brand is established in eyes of the consumers, and making the additions very easily accepted. Obviously making use of same bottle again can be viewed detrimental to design the creativity in that when original concept is been conceived and creativity is just limited to minor adjustment. Using same bottle in this particular case is because of strength of an original design as well as opportunities for the new original features on the update.