Lacoste Revamps L.12.12 Packaging

Lacoste (Coty) has reworked the packaging for its iconic men’s L.12.12 eau de toilette and added two new eau de parfums to the line-up: a women’s and a men’s. The brand called on design agency centdegrés for both the bottle and box.

The polo shirt and crocodile synonymous with sportswear brand Lacoste take center stage in the brand’s new packaging for its L.12.12 fragrances. Design agency centdegrés came up with a bottle that is slightly larger, the corners slightly more rounded than the original, to create a flacon that “stands out on store shelves thanks to its rejuvenated, bold look,” says the agency.

Lacoste revamps packaging

The lacquered flacons (Bormioli Luigi) – white for the men’s, pink for the women’s – are engraved in the mold on the facing with the brand’s “petit piqué cotton” motif. Previously, this pattern had adorned the contours of the bottle. Achieving a pattern that responded to the brief was particularly complex for the glassmaker, particularly in terms of the homogenization of the engraving.

The same embroidered crocodiles used on Lacoste’s polo shirts are affixed to the front of the bottle (in pink, grey and green). The caps (Albéa) are in bulk-dyed Surlyn.

The box (MPS) is made using Stora Enso’s Performa White 350g and is offset printed.

In addition to the two new EdPs – L.12.12 Eau de Parfum Blanc for him and L.12.12 Eau de Parfum Rose for her –  the revamped packaging is being implemented for Lacoste’s iconic L.12.12 eau de toilette.

Composed by Marie Salamagne and Ane Ayo (Firmenich), the men’s EdP contains notes of eucalyptus, lemon caviar and cedarwood, while the women’s EdP is a floral-fruity combining mandarin, mint, and musk.

Component    Bottle – BORMIOLI LUIGI                    Component   Cap – ALBÉA

Component  Box – MPS                                          Component  Box paper – STORA ENSO

  Component     Design – CENTDEGRÉS                       Component      Design – MARIE SALAMAGNE, ANE AYO (FIRMENICH)



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