Diamond Creates Sustainable Luxury Packaging for Billie Eilish 'Your Turn' Fragrance
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Billie Eilish Your Turn Fragrance
Parlux Ltd. partnered with Diamond to produce sustainable luxury packaging for Your Turn, a new fragrance by Billie Eilish.
Your Turn is Eilish’s fourth fragrance and represents Billie Eilish Fragrances’ evolution into a “master brand”.
“I’ve always been extremely passionate about scent and love the process of developing something new,” Eilish said in the press release for the new product, “I’m excited to share the newest scent and bottle in my fragrance collection, ‘Your Turn.'”
As stated on her website, Billie Eilish Fragrances "stands as a testament to ethical beauty and sustainability. Each fragrance is made with clean ingredients, paraben-free, vegan-certified, and proudly cruelty-free, earning recognition from PETA’s Global Beauty Without Bunnies program."
The fragrance bottle has a metallic, iridescent finish and is shaped like a die or dice, departing from the design of her previous perfume bottles.
The secondary packaging, which further reinforces this commitment to the planet, is crafted with eco-friendly Envirofoil paperboard and produced using 100% renewable wind energy in a carbon neutral and zero waste facility. Fully recyclable and FSC-certified, every element is thoughtfully designed to prioritize environmental responsibility.
As with the original fragrance packaging, the folding cartons deliver a multisensory product experience through unusual visual depth and haptic effects, but in a metallic silver palette to complement the primary packaging.
FSC-Certified Paperboard
The cartons were converted utilizing FSC-certified Billerud CrownBoard Prestige paperboard and offset printed with UV process and PMS inks, in-line with UV matte and UV satin coating over Envirofoil®.
Billerud CrownBoard Prestige paperboard was chosen for its unique combination of formability, strength, and printability, along with its environmental attributes.
Crafted with Envirofoil
Envirofoil's mirror-like finish makes it a perfect choice for conveying the stunning graphics.
Transfer metallized Envirofoil is manufactured with less than 1% of the aluminum of traditional foil laminates, reuses the film carrier multiple times, and is recyclable as paper – as certified by numerous U.S. and European laboratories.
Multi-Level Embossing
Multi-level embossed accents, including the pips simulating all six dots on a die, add dimension and complement the design of the primary container — a translucent chrome die-shaped bottle.
Sustainably Made
The sleeves and fragrance cartons, including Eau de Parfum, travel spray, and rollerball variations, were sustainably manufactured using 100% clean, renewable wind energy and produced in a Zero Waste to Landfill (ZWL) and Carbon Neutral (Scope 1 and Scope 2) facility.
Official Video
Your Turn, the new fragrance from Billie, is available now. Watch the official commercial video.
