Balenciaga’s fragrance heritage meets Smurfit Westrock’s packaging expertise

Translating Heritage into Paper: Packaging Balenciaga’s New Fragrance Collection

Balenciaga’s new fragrance collection marked the revival of Le Dix, the maison’s first perfume from 1947, alongside nine fragrances exploring contrasts between heritage and innovation, with Smurfit Westrock partnering on the development of outer packaging across the collection.

The Challenge

The Approach

Smurfit Westrock developed a packaging program designed to support the collection across multiple formats, balancing creative intent with technical precision and manufacturing consistency.

Rigid Boxes Inspired by Couture Craft
The rigid boxes housing the 10 fragrances, along with the Les Dix miniature set, were engineered to evoke a gilded, patinated appearance. Carefully controlled industrial processes were used to suggest the passage of time, while ensuring consistency and repeatability at scale.

  
Folding Cartons for Refill Bottles
To support Balenciaga’s refillable fragrance concept, Smurfit Westrock developed folding carton outer packs designed to house bottle refills. Produced using specially customized, dyed-through cardboard, these formats combine a premium aesthetic with functional precision, reinforcing quality through material depth and finish.

An Innovative Discovery Format
The packaging program was completed with an innovative Discovery Box inspired by the proportions of a cigarette pack. This folding carton structure features an integrated internal compartment engineered to securely hold 10 fragrance ampoules in a compact format, offering a distinctive opening experience while maintaining structural performance for portability and exploration.

European Manufacturing Excellence
The multi-format program was delivered through close collaboration across Smurfit Westrock’s European footprint, with folding cartons produced in Obersulm, Germany, and rigid boxes manufactured in Białystok, Poland, ensuring consistent quality and structural precision.

The Result

The final packaging translates Balenciaga’s fragrance vision into a narrative of time, heritage, and innovation. Paper moves beyond its protective role to become a medium for expression, carrying the House’s couture sensibility into the fragrance experience.

This collaboration highlights Smurfit Westrock’s ability to shape complex brand stories through paper-based packaging, where craftsmanship and precision support creative ambition.