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Aptar Beauty + Home Creates Magic

The concept takes decorative fragrance packaging to a new level.

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By: Jamie Matusow

Editor-in-Chief

Aptar beauty + home has a new and innovative idea in custom decorative packaging — Magic Inside! This patented concept takes fragrance packaging to a new level with a fully customizable object or charm directly fastened to the pump’s dip tube. By customizing the look of the bottle, Magic Inside is a simple yet unique approach to establishing and reinforcing brand image. It also allows for endless design possibilities, while keeping the overall image of the brand consistent. Brands can emphasize their design with custom colors, shapes, and objects fused right inside the bottle.

“To achieve differentiation within the fragrance market, brands are moving towards more package decoration as a way to communicate their branding. For some, it might also be an easier and faster way to launch a new product without having to redesign the entire package,” says Des McEttrick, market development director for North America.

Magic Inside is compatible with Aptar’s complete range of fragrance pumps, from standard to prestige. As a comprehensive solution, the design elements come assembled directly on the pump. Magic Inside is also an ideal choice for special or limited edition fragrance launches.

Luxe Pack NY Booth No. E4-F3

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