Sleever Trends  >  Playboy Fragrance: a unique design for a blockbuster launch

Playboy Fragrance: a unique design for a blockbuster launch

The iconic American brand, Playboy, entrusted Coty Inc., one of the world’s leading fragrance houses with the worldwide launch of its perfume. For this international debut, Coty entrusted the development to Sleever International using SKINSLEEVER® technology. A first in the perfume world, the matt-shiny embossed effect reproduces a “metallic” feel.

The goal was to achieve original differentiated packaging that would make a bold statement immediately. In all, the Playboy Fragrance features a range of eau de toilette and after-shaves in 50 and 100ml bottle formats.

A whisky flask shaped bottle

The quintessence of masculinity, the four designs of the Playboy perfume are presented in a glass bottle reminiscent of a whisky flask. SKINSLEEVER® technology reproduces on a “brushed metal” background, the brand’s emblematic visual codes, the bunny and bowtie, whilst leaving a transparent window that reveals a feminine silhouette.

In addition to the technical challenge, Sleever International successfully interpreted the brand’s different fragrances by adding metal pigments (blue, red, etc.), each of which symbolically depicts a major American city.

Exemplary partnership between Coty and Sleever International

Sleever International, entrusted with the entire decorative process, provided Coty Inc. with the full scope of its know-how, as David Lopez-Bonnet, Director of Cosmetic Product Development of Coty Beauty Europe, explained:

The decision to work with Sleever International was a logical result of the group’s vertical integration that gives it an undeniable competitive edge. The embossed texture effect on the film and the perfect integration of the sleeve against the glass bottle were a challenging task. In the final count, this has been a win-win collaboration, as our product has hit the market with the right timing and the right quality.”

Launched in the USA, Canada and Western Europe (and rolling out globally next year)", the initial sales of “Playboy” are “very promising” in the words of Coty’s top management.