2014-03-17 13:54:54

Pin-Up Girl Perfume in Scented Packaging

2014-03-17 13:54:54

 

By Marie Redding, Associate Editor

Betty and Liberty, two scents in the "Bitty Bettys' fragrance collection.

Brand licensing company Art + Science developed a new kitschy fragrance collection, Bitty Bettys.

The collection debuted exclusively at Hot Topic stores in February 2014, with cute packaging reminiscent of Coty’s Harajuku Lovers by Gwen Stefani - but its design inspiration is a little more racy, the pin-up girl.

“We have seen an increase in the popularity of the pin-up girl – a trend that was confirmed to us by fashion experts as well as by retailers, so we decided to focus on that theme,” says Stone Newman, president & CEO, Art + Science
International.

“The pin-up girl really lent herself to our desire to create authentic, original fragrances in collectible bottles,” he adds.


Developing the Collection

There are four different fragrances, and each has its own pin-up girl character - in the form of a vinyl figurine dressed in lingerie – some of which includes garter belts and thigh high stockings. The characters are sitting on top of each bottle’s cap.

Since A+S has a background in the toy business, its team was able to partner with sculptors who have worked with iconic brands that include Disney and The Muppets, to create each character.

A+S’ team of illustrators came up with each girl’s look, while its marketers created a personality for each - along with a fragrance profile.

“We did our own original sculpts and molds, which were sent to factories that are experts in plastic molding, to produce the caps,” explains Newman.

Cindy, the 'cowgirl' pin-up girl in the 'Bitty Bettys' fragrance collection.

The company sourced the 1.7 oz. round glass bottles, and also partnered with a leading fragrance company to develop the scents - and everything came together during production to match the team’s original designs.

Rita, part of the "Bitty Bettys' fragrance collection, in her scented box.

The pin-up girls ‘personalities,’ and scents, are:

• Betty: Raven-haired, ’flirty and fun’. The fragrance contains orange citrus, white tea leaves with hints of jasmine, rose petals and musk.



• Liberty: A brunette, described as a ‘classic beauty.’ The fragrance is a Mediterranean-citrus blend with subtle hints of florals.



• Cindy: A sexy blonde ‘cowgirl.’ The fragrance contains citrus, passion fruit and berries with undertones that include magnolia, freesia, cedar wood and amber.



• Rita: "A fierce warrior,” with fiery hair to match. This fragrance contains Italian bergamot, combined with hints of rose, violet and wood.

A Package That Releases Scent Molecules

Each fragrance is packaged in a round plastic carton, with a label that’s printed with Celessence’s microencapsulated fragrance coating. No ‘scratching’ is necessary - the ‘touch-to-sniff’ packages feature the innovative scent delivery system, which is activated by the slightest touch.

“We had always wanted to find a use for Celessence’s technology, and knew this would be the perfect application,” says Newman. He continues, “With Celessence, you can smell the fragrance just by picking up the package and giving a gentle rub. Plus, it never runs out of scent. It also eliminates the need for testers, which can be costly and messy.”

The technology was also used for a sampling campaign. Just before the launch, 65,000 scented post cards were produced, which were placed in shoppers’ bags during the first week the product was on the floor.

Will the Trend Catch On?

The Bitty Bettys collection hasn’t even been on sale for a month yet, but the brand is encouraged by early sales.

“Hot Topic is a great retail partner, and they have an amazing way of launching trends, as well as new products,” says Newman. He adds, “The idea of collectible fragrances is one that will appeal to the retailer’s trendy customers.”