 By Pinar Lacroix Fragrance Branding Expert and Teacher Brand Designer, Creative Director Packaging | Artist Pratt Institute Alumna | Advocate for Art & Craftsmanship in Natural Perfumery Empowering Fragrance Creators to Build Timeless Legacies Through Art and Craftsmanship with an Exciting New Course Collaboration. I am excited to collaborate with the International Perfume Foundation making fragrance packaging design accessible, timeless, and emotionally compelling. In this collaboration, we are developing a course that combines craftsmanship, art, and branding to help you create a visual story for your fragrance. Together, we’ll empower you to transform your ideas into a brand legacy that aligns with natural perfumery values—all without breaking the bank. The Challenge of Costly Branding The world of fragrance branding often demands significant financial investments, with design service packages ranging from $50,000 to $150,000 and even more with production costs. However, we believe in democratizing this process, equipping you with knowledge and materials to create a brand experience for your fragrance—one that can evolve for decades and build your legacy. Through this course, we will show you how to incorporate craftsmanship and art into every aspect of your fragrance branding, from naming and storytelling to visual design systems and packaging. The materials and techniques you’ll learn will provide you with a foundation to build upon, refine, and expand over time, ensuring your fragrance brand is timeless and resonates with your audience.  My Journey: Crafting Design that Stands Out My fragrance packaging journey began at Pratt Institute, where I studied fragrance packaging design under the legendary Marc Rosen, a pioneer in fragrance design. I found my passion for creating innovative and emotional branding during the Great Recession, a time when businesses cut budgets and designers needed to innovate with limited resources. During that time, I developed branding solutions for products using stock components while working with manufacturers in the beauty industry, creating luxurious designs that stood out on shelves without the need for custom manufacturing. This was during the rise of the Masstige movement, which brought accessible luxury to consumers. I discovered the power of graphic design to elevate product design, making them feel not only premium but also deeply personal. Today, I’m channeling that experience into empowering fragrance creators. Our vision is to make perfume precious again, where each packaging design stands like a model on a runway, capturing attention and connecting emotionally with memories, heritage, and people.  What This Course Offers
This course will help you bring craftsmanship and artistry into your fragrance branding while honoring the principles of Natural Perfumery. You’ll learn to create a visual identity that reflects the essence of your fragrance and resonates deeply with your audience. By the end of this course, you will have a complete visual package for your fragrance (no graphic design tools or skills needed), including the knowledge and materials to evolve and grow your brand. You will learn to build your fragrance as a collectible masterpiece, aligned with the artistry of natural perfumery to connect emotionally with your audience. This isn’t just about branding now—it’s about creating a legacy. The materials and techniques you learn in this course will be tools you can use for decades to refine and build your brand. Why This Matters Fragrance is more than just scent—it’s a story, a memory, and an experience. Your branding, story and packaging design elements should reflect that emotional depth while honoring your craftsmanship and your individuality. This course will show you how to make your fragrance feel precious and personal, creating packaging that serves as a work of art on a podium. We are here to help you connect with your audience through design and storytelling, leaving you with tools to build a brand that resonates today and stands the test of time. Let us help you craft something timeless together. More info about the course
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 New Luxury Awards 2023 Creezy Courtoy, Vedrana Perhoc and Françoise Rapp By Terry Johnson, IPF Vice Chair, Business and Marketing Expert Teacher During 30 years as a marketing consultant, one of the most common mistakes I have seen businesses make has been failing to properly prepare for, attend, and follow-up from an awards or other event.
Yet natural essence events, such as the New Luxury Awards, Perfumery Congress or International Natural Perfumery Summit represent profitable opportunities to network, gain industry insights, and showcase yourself, your company, and your brand. For Natural Perfumers or Natural Perfumery Brands, proper event marketing management starts with the decision to attend. Ask yourself: Does the event have the potential to improve my brand? Can my attendance lead to greater and more profitable sales? Managing attendance at events properly allows you to reach these and other important goals. Remember, we are in the Natural Essence High-Value Market, where higher prices can be achieved by offering consumers more value. Event attendance demonstrates industry leadership, which has great value to customers looking for companies, people, and brands they can trust and have confidence in. Additionally, being nominated for or winning an award has tremendous consumer value to a perfume brand. Here are several steps you can take to boost your profits from participation at an event: Pre-event Planning for Success
Event Participation
Profitable Post-Event Strategies Post-event follow-up is the most important part of event attendance, but it is also the least understood by most attendees. Many returning to work after an event fail to find the time to adequately follow up as they should for such a high marketing priority.
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