A 'second life' for beauty packaging

By Julia Wray | Published: 6-Jun-2022

Cosmetics Business talks with design agency Butterfly Cannon about its recent work with beauty brand Oriflame and the benefits of packaging with an innovative second life

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Product packaging that can be more than one thing, encouraging consumers to extend a pack’s life from mere months to decades, is one route to sustainability and an exciting opportunity for designers to flex their creative muscle.

A new example in the beauty sphere was recently launched by Swedish beauty label Oriflame Cosmetics.

To create the brand’s Signature fragrances for men and women, Oriflame’s master perfumer worked alongside his son in a highly personal project using traditional ingredients and extraction techniques.

A London-headquartered design firm and long time partner of Oriflame, Butterfly Cannon, was approached to build a brand around the concept of connecting with those closest to you – and to integrate this ethos into the packaging design.

Butterfly Cannon interpreted this as a faceted glass bottle encased within a sleek wooden frame, designed to be removed and reused as a photo frame for memories of loved ones.

“[Oriflame’s] concept was loosely about those closest to you and family,” explains Chris Joscelyne, Marketing Manager at Butterfly Cannon. “Then we worked with them and came up with this idea of generations working together for the future. That was the story we wanted to tell.”

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