New Packaging for the Revlon Charlie Fragrances Revives a Classic
Laura McQuarrie — April 23, 2014 — Fashion
References: ceftandcompany & thedieline
In preparation for the relaunch of the Revlon "Charlie" perfume, the 'ceft and company new york' creative agency was put to the task of rebranding Revlon's iconic fragrance with fresh packaging.
When it first came out, the Charlie brand was a frontrunner in fragrance. The cosmetics company is linked to many firsts in marketing, including being the first to feature an African American woman, as well as the first to depict a woman wearing pants. Although the popularity of Charlie has dwindled since it first came out, the brand's spirit is still as strong as ever.
In its refreshed packaging, the Charlie fragrances are represented as colorful essences in colors like hot pink, charcoal, red and peach. As the ceft and company new york describes, "The new packs look and feel like the very scents they contain."
When it first came out, the Charlie brand was a frontrunner in fragrance. The cosmetics company is linked to many firsts in marketing, including being the first to feature an African American woman, as well as the first to depict a woman wearing pants. Although the popularity of Charlie has dwindled since it first came out, the brand's spirit is still as strong as ever.
In its refreshed packaging, the Charlie fragrances are represented as colorful essences in colors like hot pink, charcoal, red and peach. As the ceft and company new york describes, "The new packs look and feel like the very scents they contain."
Trend Themes
1. Colorful Essences - Revlon's successful update to the classic Charlie perfume packaging presents opportunities to develop vivid and distinctive packaging in order to increase appeal to previously untapped demographics.
2. Reviving Iconic Brands - Effervescent perfume packaging's update for classic brands like Charlie can provide new opportunities in the fragrance industry, allowing suitable companies to revive flailing or outdated products.
3. Interactive Brand Packaging - Revlon's rebranding of the Charlie perfume and the creation of colorful, tactile packs provide an incentive for brands to develop more interactive packaging experiences.
Industry Implications
1. Cosmetics and Fragrances - Effervescent packaging can provide opportunities to beautify cosmetics and fragrances, providing added value and versatility by appealing to a wider demographic.
2. Marketing, Advertising, and Branding - By updating brands like Charlie fragrance, companies have room to expand their demographic, potentially bolstering revenue and invigorating outdated brands.
3. Product Design - Revlon's updated Charlie packaging sparks innovative approaches to designing packaging that is more experiential to the senses, which can potentially arise in many industries through the creation of a more competitive and thrilling marketplace.
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