The Bridgerton Fragrance Collection: Packaging Fit for the 'Ton'

Bringing Bridgerton’s on-screen drama to life through tactile luxury packaging

Who will be the fragrance diamond of the season? This question, posed by Coty's Bridgerton fragrance collection for Netflix's beloved Regency-era series, extends beyond a marketing tagline to design philosophy. In the world of the 'ton', presentation is everything—and the packaging must perform with equal theatrical grandeur as the drama unfolding on screen.

Three Eau de Parfum personalities emerged—Tempting Peach, Rebel Vanilla, and Graceful Hydrangea—each requiring packaging that could translate the show's visual splendor into retail reality. This is where Smurfit Westrock entered the ballroom.

The Challenge

Creating packaging for the Bridgerton fragrance collection required translating the show's visual language—masquerade balls, noble crests, damask patterns, and Regency refinement—into folding carton structures that could command attention in competitive beauty retail environments. The packaging needed to evoke the same romance and drama that captivates Bridgerton's devoted fanbase, transporting consumers into this opulent world through tactile design.

The Approach

The outer pack employs sophisticated printing and structural finishing techniques to deliver Regency opulence through tactile storytelling. Structural embossing and debossing transform flat cartons into dimensional objects that evoke the opulent surfaces of the period. The noble crests and damask patterns aren't simply printed—they gain physical presence that can be felt, reinforcing luxury positioning whilst creating visual drama under retail lighting.

The Result

Manufactured at Smurfit Westrock's Obersulm facility in Germany, the outer cartons translate the show's visual drama into tactile reality through sophisticated print and finishing techniques. Utilizing 7-color-plus printing for precise pattern reproduction alongside strategic matte and gloss varnish application, the packaging achieves visual richness and contrast. Structural embossing and debossing add dimensional depth—transforming ornamental details into surfaces that reward touch, whilst distinct color palettes differentiate each fragrance personality at retail.

Products used by this client

Folding Cartons for Beauty and Personal Care

Our durable, visually appealing folding carton packaging is designed to protect and elevate beauty and personal care products while enhancing brand visibility.

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