Gold Statement

From early days, gold was a sign of wealthiness: it was used as money, for jewelry, etc. Gold is and has always been linked to luxury.

In the context of recession, consumers are looking into experiencing luxury in an affordable way.

As a matter of fact, in the recent years, we have seen various launches of all over gold packs or gold limited editions which provide consumers with a luxurious looking items to display in their homes on top of the fragrance.

Gold can be used to express the exclusivity of the fragrance (Freak Extrait de Parfum by Illamasqua) or to give the consumer a feeling of uniqueness (212 VIP Eau de Parfum by Carolina Herrera).

Gold is also a color of celebration: a James Bond Gold Limited Edition fragrance has recently been launched for the 50th anniversary of the James Bond franchise.

Puig has been using the link between gold and money for Paco Rabbane male and female fragrances launches 1 Million and Lady Million. The male pack is clearly shaped as an ingot whereas the female pack uses the theme of jewelry with a pack shaped as a diamond (French designer Noé Duchaufour-Lawrance was inspired by the Regent diamond for the design of this pack).

The gift set box that looks like a safe adds up perfectly to the thematic.

As seen with the above examples, all-over gold packs are really attention catching. However, the pitfall is that they can as well be perceived as show-off by some consumers.