The Art Of Fragrance Packaging

LIKE ALL STORIES ON REVOLUTIONARY DESIGN, THIS INVOLVES A FIGHT BETWEEN A CREATIVE AND A SUIT. Halston is often remembered for redefining American fashion and for the Studio 54 regulars that circled him—Liza Minnelli, Bianca Jagger, Andy Warhol, Elizabeth Taylor. But of all the great stories surrounding the icon, the one that doesn’t get enough airtime is a bottle. In 1975, his namesake fragrance was launched and went on to generate $85 million in its first two years.

The scent was bold.

But the bottle… well, the bottle caused problems.

Designed by Elsa Peretti, the flacon was a smooth, branding-less drop of glass. No swans. No sparkles. Just a ribbon with Halston’s name. Executives at Max Factor, who were overseeing the production, mockingly referred to it as “the blob”. But man, it shook things up. At a time when perfume bottles looked like mini chandeliers, this one was a masterclass in minimalism. The scent may not have changed the industry, but the packaging did.

Sometimes, the bottle tells the story before the scent even begins.

We spotlight iconic fragrance designs—and why they still matter.

Bad Boy Extreme by Carolina Herrera

This bold, ambery perfume comes in a thunderbolt-shaped bottle—“a physical realisation of the fiery aromatic fragrance within”, says the brand. Its black-and-gold palette captures the Bad Boy spirit: fierce, sophisticated and sensual. Like Spicebomb, it proves mass appeal and playful design can go hand in hand.

Spicebomb by Viktor&Rolf

The official description for Spicebomb says it “is not merely a fragrance—it’s a herbal explosion”. It opens with a blast—chilli and saffron, layered with leather, tobacco, and vetiver. Fittingly, the bottle is shaped like a grenade (“a weapon of mass seduction”) with a black band that barely contains the detonation. The best part? You can only spray it after pulling the pin.

COMME des GARÇONS Eau de Parfum

Rei Kawakubo’s meeting with French artist Christian Astuguevieille in 1992 led to this creation. The scent? As sacred as it is seductive. And the bottle? An instant collectible. Shaped like a pebble lying at the bottom of a stream, the bottle was designed to lie horizontally.

Chanel No. 5 by Chanel

Some say Coco Chanel looked to her whisky decanter for inspiration. But the story behind the octagonal stopper is what makes it so special: Chanel designed it to mirror the Place Vendôme, a square she would gaze upon from her beloved suite at the Ritz Paris, where she stayed for over two decades.

The Tragedy of Lord George by Penhaligon’s

Penhaligon’s flacons are famously simple—classic, sturdy and largely unchanged in 150 years. But the bottles in their Portraits collection—especially The Tragedy of Lord George—are a delight to own. The ornate cap nods to the mysterious Lord George, an aristocrat whose traditional manner hides secrets.

Le Mâle by Jean-Paul Gaultier

Gaultier brought his fashion irreverence to fragrance with Le Mâle in 1995—a cult hit housed in a muscular torso wearing a too-tight sailor suit. His aim? To evoke the “free body… carnal, almost forbidden pleasure.” Mission accomplished.

Stone Cold Heart by ALTRA

The brand’s philosophy—'Profuture'—is rooted in deep respect for the natural world. Their signature flacon, a sculpted glass bottle with a curved, rough silhouette, is designed to be infinitely refillable. An engraved detail adds an architectural, refined touch to an otherwise earthy product.

Odile by Gumamina

Known as the Black Swan in fragrance circles, the scent blends musk, star anise, dark chocolate, and suede. The bottle is surreal yet minimal: a delicate flacon, calligraphic font and the showstopper, a black swan perched on top, nodding to Swan Lake’s Odile. Graceful, striking, decor-worthy.

To read more stories from Esquire India's August 2025 issue, pick up a copy of the magazine from your nearest newspaper stand or bookstore. Or click here to subscribe to the magazine.