Fragrance Vessels - Part 10
Perfume bottles of the 1970s went through many changes due to practical concerns, as marketing was adjusting to new trends. Functionality, freedom, liberation, and abstraction were some of the styles explored. Bottles were evolving in different sizes to support sportswear, a faster lifestyle. Perfume changed from a coveted, sacred bottle on the bureau top to something carried, sprayed freely, and worn with ease. Proper parfum concentration of scent was getting smaller and usually reserved for keeping on a dresser at home, while colognes and eau de toilettes were sleeker, easier to port around. Bottle design reflected these changing needs, but also had characteristic artistic flourishes of its own. A few different trends in bottle design prevailed. There was still a willingness to experiment with artistic styles, but whimsical designs that crept up in the late 1950s and 1960s took a backseat to a more serious look at how scent and design could meet. Voluptuous curves appeared in glass. There were a number of fancy pure parfum bottles with crystal stoppers in floral shapes, a holdover from previous decades. And there were modern sculptures, but also a lot of retro, almost deco throwbacks. The 1970s were big on elliptical designing, coinciding with the developments in architecture and the arts in general. In the 1970s, with women increasingly seen as strong, liberated, and independent, and with a growing popularity of musk for both genders, metal was re-introduced into perfume bottle designs, making them seem more unisex and utilitarian: stoppers were sometimes replaced with screw tops, allowing fragrances to be applied as splashes.
Late 20th Century
The 1980s introduced a revolutionary new concept in the fragrance world: perfume as a cosmetic toiletry item. With use of the built-in atomizer, perfume became truly portable for the first time, able to be carried along with other cosmetics in a purse or bag. Cheaper plastics became more commonly used at the same time, making perfume available to an even wider population of customers. However, styles of the 1980s remained quite gaudy and flamboyant, and some perfume bottles became more grandiose, with gold metallic lids and other flashy details. Hard edges, geometric designs, and architectural intrigue were out, replaced by soft, arching, oval forms. All were vaguely feminine and slender but voluptuous.
Eventually style in the 1980s came to resemble that of the dramatic 1940s. Two prime examples of this larger-than-life presentation in the perfume world were the scents drawn from the Dynasty TV series (Carrington, and Forever Krystle) and the popular perfumes from Elizabeth Taylor. Both alluded to wealth, power, and position. The public was also becoming more enamored of film stars again and wanted fragrances from them; and the 1980s saw the true birth of celebrity fragrance. Cher, Debbie Gibson, and Sophia Loren all added perfumes to our vocabulary; and stars fronted the campaigns of 1980s perfumes, like Jaclyn Smith for Epris, Sharon Stone for Charlie, and Jane Seymour for Max Factor’s Le Jardin.
The 1980s also represent somewhat the end of an era: styles were about to radically change, and bottle appearances would follow suit. By 1988, there were hardly any unisex perfumes, no simple, minimalist bottles, or eco-friendly packaging. Consumers were still swept up in the excesses of a booming worldwide market and a palette for broad and expansive scents. The bottles that held these perfumes were refined and almost neo-Classical. Forms generally were very tall and lean.
As the decades passed, perfume evolved once again. A revolution would occur soon with the launch of a few key fragrances - scents that would change perfume, and bottles that would change our sense of functional art. The merging of music, video, perfume and advertising reached an epoch of cross-influences, where one easily led to another, and back and forth. It was a time of creative exploration, ranging from innocence to indulgence, with many surprises. Gucci experimented with one of the most radical designs conceived for a bottle before with Gucci Rush, presented in a hard-edged box, more reminiscent of a piece of electronics. Other perfumers, like Lancôme, pushed boundaries by playing with classic designs and flipping them on their sides, and some perfumes began to express themselves through their inventive caps.
No bottle reflects the revolution in design that was the 1990s more than the stripped down, monolithic simplicity of Calvin Klein’s CK One. The bottle itself was purposefully utilitarian. The frosted glass only gave a slight hint of the pale yellow liquid inside. The cap and replaceable sprayer were brushed aluminum and could be screwed on and switched. Every detail of the bottle was meant to convey ease of use, transportability, sharing, and most importantly, no boundary of gender. The utilitarian design may have been an ode to Bauhaus and Russian Constructivists, but it also added its own emphasis on authenticity.
The 1990s perfume bottles represent an apex of design and merging of creative forces, when art direction was at a peak, and the new-found power of video, internet ad campaigns, and cross-platform sharing merged. Soon utilitarian design pushed further the limits of minimalism. Elegant presentation for perfumes reached new heights of ostentation and exclusivity. The 1990s decade is sometimes called the beginning of the end for the golden age of perfumery, because of the dividing chasm with the heavier, denser compositions of the previous decades and the emergence of aquatics and marines.
One important perfume design milestone is the emergence of niche fragrances, mainly with the stylized bottles of Serge Lutens, oblong or bell-jar shaped, deceptively minimalist but also expressionistic. The flacons may have started as homogeneous in order to cut costs for a new brand, but they set a standard for the concept of individual design in the niche field.
By the mid-1990s, with increasing outsourcing of production, few bottles were still made in the U.S. Because this made labor and packaging cheaper, the prices of perfumes also decreased, and top-end fragrances began to be sold in drugstores alongside cheaper imitations. The inexpensive construction of that time, often involving tin or plastic rather than glass, meant that perfume bottles were truly disposable for the first time since the poor quality glass of the early Middle Ages. Designer packaging began to resemble that of other toiletries, for example Ralph Lauren Polo Sport looking more like a shampoo than a fragrance.
Current Trends
Today, with affordable labor and materials like color-coated glass and lightweight plastics readily available, perfumers once again are testing the limits of bottle design. Abstract glass, metal, plastic, and even wood containers can be found holding every scent imaginable, in many shapes and sizes. There are more celebrity and fashion designer fragrances on the market that ever before, and it has become common for bottles to have complex and bold features, such as Lady Gaga's Fame, with its gold scarab-shaped lid and a liquid that is black inside the bottle but becomes clear once sprayed.
In modern times trends have included both luxurious packaging and simpler, linear designs. Consumers now seem undecided about whether they want their fragrance containers to be reusable or recyclable, or if they want special bottles for each new perfume. Some companies such as Le Labo are offering refill programs for their glass bottles. And perfumers themselves have had mixed approaches, with some seeing it as important to retain a particular idea that carries through its various bottle designs, while others have chosen to show that their bottles can adapt with changing times.
Modern bottle designers, although sometimes conceiving of unique, very creative containers, must keep in mind the fact that the bottles often have to be shipped around the world and thus need to be stable and hardy enough to avoid cracking or breaking in transit. Many weeks of testing are required to make sure a newly designed bottle meets this standard. Depending on the final container, up to nearly 40% of the composition can be recycled glass. Regardless of its exact compositions, glass (composed of silica, sand, soda, and lime) still remains a relatively brittle compound.
Perfume bottles of the 1970s went through many changes due to practical concerns, as marketing was adjusting to new trends. Functionality, freedom, liberation, and abstraction were some of the styles explored. Bottles were evolving in different sizes to support sportswear, a faster lifestyle. Perfume changed from a coveted, sacred bottle on the bureau top to something carried, sprayed freely, and worn with ease. Proper parfum concentration of scent was getting smaller and usually reserved for keeping on a dresser at home, while colognes and eau de toilettes were sleeker, easier to port around. Bottle design reflected these changing needs, but also had characteristic artistic flourishes of its own. A few different trends in bottle design prevailed. There was still a willingness to experiment with artistic styles, but whimsical designs that crept up in the late 1950s and 1960s took a backseat to a more serious look at how scent and design could meet. Voluptuous curves appeared in glass. There were a number of fancy pure parfum bottles with crystal stoppers in floral shapes, a holdover from previous decades. And there were modern sculptures, but also a lot of retro, almost deco throwbacks. The 1970s were big on elliptical designing, coinciding with the developments in architecture and the arts in general. In the 1970s, with women increasingly seen as strong, liberated, and independent, and with a growing popularity of musk for both genders, metal was re-introduced into perfume bottle designs, making them seem more unisex and utilitarian: stoppers were sometimes replaced with screw tops, allowing fragrances to be applied as splashes.
Late 20th Century
The 1980s introduced a revolutionary new concept in the fragrance world: perfume as a cosmetic toiletry item. With use of the built-in atomizer, perfume became truly portable for the first time, able to be carried along with other cosmetics in a purse or bag. Cheaper plastics became more commonly used at the same time, making perfume available to an even wider population of customers. However, styles of the 1980s remained quite gaudy and flamboyant, and some perfume bottles became more grandiose, with gold metallic lids and other flashy details. Hard edges, geometric designs, and architectural intrigue were out, replaced by soft, arching, oval forms. All were vaguely feminine and slender but voluptuous.
Eventually style in the 1980s came to resemble that of the dramatic 1940s. Two prime examples of this larger-than-life presentation in the perfume world were the scents drawn from the Dynasty TV series (Carrington, and Forever Krystle) and the popular perfumes from Elizabeth Taylor. Both alluded to wealth, power, and position. The public was also becoming more enamored of film stars again and wanted fragrances from them; and the 1980s saw the true birth of celebrity fragrance. Cher, Debbie Gibson, and Sophia Loren all added perfumes to our vocabulary; and stars fronted the campaigns of 1980s perfumes, like Jaclyn Smith for Epris, Sharon Stone for Charlie, and Jane Seymour for Max Factor’s Le Jardin.
The 1980s also represent somewhat the end of an era: styles were about to radically change, and bottle appearances would follow suit. By 1988, there were hardly any unisex perfumes, no simple, minimalist bottles, or eco-friendly packaging. Consumers were still swept up in the excesses of a booming worldwide market and a palette for broad and expansive scents. The bottles that held these perfumes were refined and almost neo-Classical. Forms generally were very tall and lean.
As the decades passed, perfume evolved once again. A revolution would occur soon with the launch of a few key fragrances - scents that would change perfume, and bottles that would change our sense of functional art. The merging of music, video, perfume and advertising reached an epoch of cross-influences, where one easily led to another, and back and forth. It was a time of creative exploration, ranging from innocence to indulgence, with many surprises. Gucci experimented with one of the most radical designs conceived for a bottle before with Gucci Rush, presented in a hard-edged box, more reminiscent of a piece of electronics. Other perfumers, like Lancôme, pushed boundaries by playing with classic designs and flipping them on their sides, and some perfumes began to express themselves through their inventive caps.
No bottle reflects the revolution in design that was the 1990s more than the stripped down, monolithic simplicity of Calvin Klein’s CK One. The bottle itself was purposefully utilitarian. The frosted glass only gave a slight hint of the pale yellow liquid inside. The cap and replaceable sprayer were brushed aluminum and could be screwed on and switched. Every detail of the bottle was meant to convey ease of use, transportability, sharing, and most importantly, no boundary of gender. The utilitarian design may have been an ode to Bauhaus and Russian Constructivists, but it also added its own emphasis on authenticity.
The 1990s perfume bottles represent an apex of design and merging of creative forces, when art direction was at a peak, and the new-found power of video, internet ad campaigns, and cross-platform sharing merged. Soon utilitarian design pushed further the limits of minimalism. Elegant presentation for perfumes reached new heights of ostentation and exclusivity. The 1990s decade is sometimes called the beginning of the end for the golden age of perfumery, because of the dividing chasm with the heavier, denser compositions of the previous decades and the emergence of aquatics and marines.
One important perfume design milestone is the emergence of niche fragrances, mainly with the stylized bottles of Serge Lutens, oblong or bell-jar shaped, deceptively minimalist but also expressionistic. The flacons may have started as homogeneous in order to cut costs for a new brand, but they set a standard for the concept of individual design in the niche field.
By the mid-1990s, with increasing outsourcing of production, few bottles were still made in the U.S. Because this made labor and packaging cheaper, the prices of perfumes also decreased, and top-end fragrances began to be sold in drugstores alongside cheaper imitations. The inexpensive construction of that time, often involving tin or plastic rather than glass, meant that perfume bottles were truly disposable for the first time since the poor quality glass of the early Middle Ages. Designer packaging began to resemble that of other toiletries, for example Ralph Lauren Polo Sport looking more like a shampoo than a fragrance.
Current Trends
Today, with affordable labor and materials like color-coated glass and lightweight plastics readily available, perfumers once again are testing the limits of bottle design. Abstract glass, metal, plastic, and even wood containers can be found holding every scent imaginable, in many shapes and sizes. There are more celebrity and fashion designer fragrances on the market that ever before, and it has become common for bottles to have complex and bold features, such as Lady Gaga's Fame, with its gold scarab-shaped lid and a liquid that is black inside the bottle but becomes clear once sprayed.
In modern times trends have included both luxurious packaging and simpler, linear designs. Consumers now seem undecided about whether they want their fragrance containers to be reusable or recyclable, or if they want special bottles for each new perfume. Some companies such as Le Labo are offering refill programs for their glass bottles. And perfumers themselves have had mixed approaches, with some seeing it as important to retain a particular idea that carries through its various bottle designs, while others have chosen to show that their bottles can adapt with changing times.
Modern bottle designers, although sometimes conceiving of unique, very creative containers, must keep in mind the fact that the bottles often have to be shipped around the world and thus need to be stable and hardy enough to avoid cracking or breaking in transit. Many weeks of testing are required to make sure a newly designed bottle meets this standard. Depending on the final container, up to nearly 40% of the composition can be recycled glass. Regardless of its exact compositions, glass (composed of silica, sand, soda, and lime) still remains a relatively brittle compound.
John