Humberto Rebolledo, Executive Director – Global Package Development, Estée Lauder01.30.19
Estée Lauder Beautiful Belle is the new fragrance inspired by today’s modern bride who challenges tradition, making her own rules in love and life. Every aspect of Beautiful Belle, from the luscious floral scent to the unique, beautiful bottle tells this modern love story.
Looking from above at the bottle, the crystal top of the cap reveals a graceful golden infinity ring. Several production and decorating methods were considered until we decided on an innovative way to mold and electroplate two bands separately and assemble them around the clear Surlyn cap, which was then trapped by an electroplated shell. The finished cap looks so simple and elegant, but it is actually made of five parts and three different materials: polypropylene, Surlyn and ABS plastic.
The interaction of cap, bottle and gold electroplated fashion collar that features the Estée Lauder name needed to be perfect without any visible gaps. For this, we tapped the Pochet Group to develop and produce the glass bottle, cap and collar. We wanted to use the same cap to fit all sizes 30-, 50- and 100ml for a cohesive look, which was a challenge in itself as it is customary to use a larger cap size for the 100ml.
One of the most unique aspects of the bottle: the delicate undulating folds, meant to embody the train of a bridal gown. This adds an unexpected texture to the smooth, sparkling glass and really brings the concept of the love story into every aspect of the packaging.
About the Author
Humberto Rebolledo is executive director – Global Package Development, Estée Lauder.
