CROWN Aerosols & Specialty Packaging Europe, a business unit of Crown Holdings Inc., and French haute couture fashion designer Jean Paul Gaultier have collaborated to produce creative new package designs for the brand’s Le Male and Classique fragrances.
The new packages depict the popular Superman and Wonder Woman superhero characters “bursting” through the container above the strapline "I Love Gaultier." The designs leverage the distinctive cylindrical shape that has become an iconic marker for the brand, making them instantly recognizable as belonging to the Jean Paul Gaultier stable and helping the perfume stand out on retail shelves and connect with target consumers.
Crown’s relationship with Jean Paul Gaultier spans more than 20 years, allowing its in-house design team to work in close partnership with the brand to ensure the new tins were entirely on-brief.
The infinite recyclability of metal continues to enhance Jean Paul Gaultier’s sustainability credentials. The tins are able to be infinitely recycled with no degradation in quality or performance, significantly reducing the need for virgin material. The striking design of the tins also increases the likelihood that consumers will regard them as keepsakes.