INTRODUCTION

Packaging is often referred to as a silent salesman its use is critical within any marketing plan, whether it responds to market needs, existing or new or whether it creates now opportunities and new markets . Packaging can make a major contribution to a companys profits through the stimulation of sales. Attractive packaging is vital to the success of a brand as its total images can be portrayed in the packaging.

PERFUME PACKAGING
Packaging is the first impression products make on the consumer. How perfume is packaged tells the buyer whether it's expensive, a bargain or reasonably priced. The package should give a hint as to the perfume's scent. An ultramodern scent would be misrepresented packaged in Chantilly lace and ribbons. Include the cost of packaging in the retail price of the perfume.

MODERN SCENT
Sheer bags with a drawstring top are just right for a modern scent. Use a square of sheer fabric instead of a bag. Place the bottle in the center of the square and draw the fabric up around it. Fasten the square with a gold cord and attach a card with a description of the scent to the cord. A lacquered box with a velvet-lined inset shaped to the contours of the perfume bottle is another packaging idea. Imprint the perfume's logo and name on the outside of the box.

FLORAL
Many perfumes use floral notes as the basis of the perfume's scent. Attach a mini bouquet of tiny silk flowers representing the scents to the neck of the bottle using a thin satin ribbon. If the perfume bottle is small, consider placing it inside a silk flower and putting the flower and perfume in a cellophane bag tied with gold cord. For example: An orchid based perfume would be nestled into a large silk orchid, a rose scented perfume in the middle of a partially opened silk rose.

VINTAGE
Get boxes that are imprinted with a lace design or find those that are covered in satin fabric. Cushion the perfume inside the box with excelsior. Tie the box with a satin ribbon and attach a card with the perfume's message to the ribbon. An alternative is to use lace squares or old-fashioned embroidered handkerchiefs to tie up and around the bottle.

YOUNG
Go a little wild when packaging perfumes with a youth-oriented market. Use wired beads to tie a bow around the perfume bottle's neck. Package the perfume in a "jean's pocket" made of denim.

EXAMPLES

CK Free by Calvin Klein (in the group of male perfumes).

LOLA by Marc Jacobs (in the class of female perfumes)