Elizabeth Arden’s Taylor Swift Incredible Things carton features a particular set of visual packaging cues designed to complement the fragrance’s primary packaging.
The opaque, white perfume bottle features a watercolor print of Taylor Swift’s side profile. Similarly, the secondary packaging showcases a textured, felt paperboard and watercolor-like graphics.
Diamond said it converted the carton using Neenah Paper Royal Sundance Brilliant White Felt paperboard, chosen for its bright appearance and textured surface. According to the Rochester, New York-based company, the carton was offset printed with seven colors, in-line with UV matte coating.
The gold foil-stamped “13” medallion on the carton’s top panel complements the perfume bottle’s gold cap and refers to the musician’s unlikely lucky number.
The Taylor Swift Incredible Things carton won a Silver Award in the “Folding Cartons” category for Diamond Packaging at the 28th annual Gold Ink Awards competition, produced by Printing Impressions magazine.
Celebrities seem to be a popular choice for endorsing beauty products in luxury packaging. Ariana Grande’s first perfume comes packaged in a gold-patterned carton designed to complement the bottle’s gem-like shape and rose gold accents. Dolce & Gabbana dedicates its limited edition, gold-packaged lipstick to Sophia Loren.