… What in terms of smells, fragrances, work to get people into the mood? What is for you a sexy smell?

Hugh Hefner : All the senses are impossible to separate from romance. Smells and perfumes are very important, they are distinctive and I believe they become part of your personal identity. Establishing personal identity is part of what we are talking about in all of this. Reinvention means in effect that you find a way to create a persona, find of way of life and identification that works for you and hopefully is sincere. Sincerity has a lot to do with what works for me. Without question, we know that a number of relationships end, or never even begin because, and this is particularly true for the way women look at men, because of the way he looks and smells. It is key for the beginning of the relationship.

Between Hollywood and Malibu, which do you think you would go with?

Hugh Hefner : I like them both, Malibu seems more like an evening scent though. At the moment I seem to be more attracted to Malibu but as I said it seems to be more of a scentI would wear in the evening...

Playboy Fragrance: a unique design for a blockbuster launch

 

The iconic American brand, Playboy, entrusted Coty Inc., one of the world’s leading fragrance houses with the worldwide launch of its perfume. For this international debut, Coty entrusted the development to Sleever International using Skinsleever® technology. A first in the perfume world, the matt-shiny embossed effect reproduces a “metallic” feel. The goal was to achieve original differentiated packaging that would make a bold statement immediately. In all, the Playboy Fragrance features a range of eau de toilette and after-shaves in 50 and 100ml bottle formats

A whisky flask shaped bottle

The quintessence of masculinity, the four designs of the Playboy perfume are presented in a glass bottle reminiscent of a whisky flask. 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 feminine silhouette.
In addition to the technical challenge, Sleever International successfully interpreted the brand’s different fragrances by adding metal pigments (blue, red, etc.), each of which symbolically depicts a major American city.

Exemplary partnership between Coty and Sleever International

Sleever International, entrusted with the entire decorative process, provided Coty Inc. with the full scope of its know-how, as David Lopez-Bonnet, Director of Cosmetic Product Development of Coty Beauty Europe, explained: “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.” Launched in the USA, Canada and Western Europe (and rolling out globally next year) just a month ago, the initial sales of “Playboy” are “very promising” in the words of Coty’s top management.

NB: the illustrations in this press kit can be downloaded from the World Press On Line (300 dpi) site http://www.worldpressonline.com