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Packaging & design

Inaway to set perfumes free from glass bottles

When they found out how costly packaging was in the perfume development process, Perfrance, an agency specialized in creating and producing perfumery lines, decided to develop a new concept for cheaper, more environmentally friendly containers.

Mathieu Reumaux, Director of Perfrance

Mathieu Reumaux, Director of Perfrance

This innovation, called Inaway, was inspired from the food-processing industry, and is presented in the form of a Doypack “pouch”, a portable, customizable 30ml pack inserted into a rigid, plastic, wooden, or metal frame that can take several shapes.

The idea is to reduce both the product’s carbon balance and the cost represented by the glass packaging of perfume bottles,” explains Mathieu Reumaux, Director of Perfrance. Lighter – 30 grams of material compared to 144 for a traditional bottle – unbreakable, convenient, reloadable… this 100% French alternative can be personalized over and over again, and it reduces the carbon impact by 60%. In addition, according to its designers, Inaway has the same perfume preservation properties as a glass bottle.

Perfrance mainly works on global markets. With Inaway, the company targets both mass market and luxury brands, with adapted premium versions.

Thanks to the support it gets from Val d’Oise, an administrative area near Paris, as part of its Val d’Oise Innovation programme, and from the Parisian region, Ile-de-France, as part of the PM’UP programme, the agency has registered several patents, and is now working on a version with biomaterials.

Kristel Milet

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