In Closing: A Package Ahead of the Times
By Jennifer Kwok, Managing Editor
Visitors at the packaging pavilion at this year's Cosmoprof North America trade show held in Las Vegas may have noticed a unique new type of package—a wristwatch that can be filled with perfume. Designed and marketed by Germany-based firm Venexx, the watch signals a new trend in beauty packaging, in which customers wear, instead of carry, a cosmetic or fragrance package.
"With the perfume watch, you can simply leave your perfume bottle at home," says Franz Loschko, sales and marketing manager for Venexx.
Loschko says that the perfume watch is the first of its kind and took two years to develop. The Cosmoprof show was its United States debut. The watch is manufactured in collaboration with Chong Woo Company, Ltd., a dispenser supplier based in Inchon, South Korea.
Being the first to design such a watch meant starting from scratch. "The perfume watch was a huge challenge in terms of designing, engineering, and production," says Loschko. "We had to convince many companies [to participate] in the project and find the right partners to pull it off. More than 35 companies, from makers of watches, pumps, and perfumes, were involved."
The back of the watch features a tiny tank that can be filled and refilled with the perfume of the customer's choice. (Included in the watch's stylish aluminum secondary case—which doubles as a sunglass case—is a tiny 2-ml flaçon and a funnel, which customers can use to refill the tank.) The tank can hold enough fragrance for 60-70 sprays. To atomize the fragrance, customers simply push down the pump cover located on the side of the watch and press on the actuator to spray it. The watch is made from stainless steel to prevent corrosion from the fragrance.
The watch feels fashionable and of high quality. The mock-crocodile, genuine-leather strap, as well as the watch face, are available in many designs for both men and women. The watch can also be customized to reflect a brand's identity and perfume image.
Which company will be the first brand name to market the watch remains to be seen. Those attending the upcoming HBA trade show can view the watch at Venexx's booth 2166. Loschko says that both perfume and watch companies have shown interest. He imagines it as the ultimate gift-with-purchase. As for other marketing possibilities it holds, only time will tell.