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Brief Published: 14 Jun 2017

Brush-On Scents: New Fragrance Application

Brush-on scent: Jo Loves A Fragrance Paintbrush and Byredo Kabuki Perfume

Two new luxury perfume launches are aiming to change the way consumers apply fragrance – by adding brush applicators for on-the-go convenience.

  • Niche international perfume brand Byredo’s Kabuki Perfume is based on the short-stemmed kabuki make-up brushes traditionally used by Japanese actors. Available in three scents – Bal d’Afrique, Blanche and Gypsy Water – the retractable brush dispenses a micro-fine powder infused with fragrance particles that diffuse on contact with the skin. Byredo founder Ben Gorman’s subversive applicator makes the experience of applying perfume tactile and sensorial, tapping into the consumer desire for interactive and immersive experiences (see Selling Sensorial Beauty for more).
  • Meanwhile, British luxury fragrance brand Jo Loves will launch A Fragrance Paintbrush in September 2017, debuting with two scents – Pomelo, Green Orange and Coriander; and Red Truffle 21. The trademarked, paint-on cologne is a newly formulated clear gel that, according to founder Jo Malone, dries on the skin in seconds. While also providing an experiential process, the travel-sized paintbrush is designed as a handy fragrance option for busy consumers in transit.

For more on portable perfumes, see Scent-sitising the Sensory Landscape and Product Projections 2017: Fragrance. Also, look out for more cross-category packaging inspiration in our forthcoming Packaging Futures 2017/18 Industry Trend.