With the aim to obtain an original and strongly differentiated packaging that would make a bold statement immediately, Sleever International used its Skinsleever® technology. A first in the perfume world, the matt-shiny embossed effect reproduces a “metallic” feel.

The quintessence of masculinity, the Playboy perfume is presented in a glass bottle reminiscent of a whisky flask. The Skinsleever® technology reproduces on a “brushed metal” background, the brand’s emblematic visual codes, the bunny and bowtie, whilst leaving a transparent window that reveals a woman’s silhouette.

The decision to work with Sleever International was a logical result of the group’s vertical integration that gives it an undeniable competitive edge. The embossed texture effect on the film and the perfect integration of the sleeve against the glass bottle were a challenging task. In the final count, this has been a win-win collaboration, as our product has hit the market with the right timing and the right quality,” explains David Lopez-Bonnet, Director of Cosmetic Product Development at Coty Beauty Europe.

Launched one month ago in the USA, Canada and Western Europe, and rolling out globally next year, the initial sales of Playboy are “very promising” in the words of Coty’s top management.