Dew Gibbons + Partners


How to keep the fragrance category fresh


The perfume market has turned its head away from mass designer fragrance to a more refined, product-centric modus operandi but the ubiquitous style of today’s perfume packaging has become somewhat lacklustre.

Nick Vaus, our Creative Director (and fragrance fanatic) shares his four ‘musts’ for perfume brand design in How to Keep the Fragrance Category Fresh, published by SPC Magazine for its September issue.

Further reading:
Left Wanting More: Somerset House’s Fragrance Exhibition
The 7 Deadly Sins of Beauty Branding
Ingredient-led Beauty: Super Hero or Super Villain?