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Edelmann adds burlesque flourish to Von Teese fragrance

Board and paper packaging specialist Edelmann Group has brought some appropriately visual and tactile flair to the packaging for a new perfume by burlesque performer Dita Von Teese.

Taking inspiration from Dita Von Teese’s customary deep-black dresses and corsets, the Germany-based company has combined a matt and “shimmering” red and black colour scheme with delicate folds on the exterior of the folding box – echoed by the vertical grooves on the statuesque bottle inside.

In keeping with the burlesque style, the front of the package is adorned with an embossed oval frame with PET silver foil lamination and two tassels, highlighting the signature of the ‘Queen of New Burlesque’.

The inside of the board packaging surrounds the black bottle in dark red, printed as a custom colour by Edelmann.

“The effect rounds off the folding carton,” the company says, “as a high-quality packaging that uses many of Edelmann’s sensual effects to skilfully transport the glamour of a past era to the present day. Entirely in keeping with the spirit of Dita Von Teese.”

In 2011, 1,900 Edelmann Group employees generated a turnover of €230 million, producing 5 billion folding cartons and leaflets worldwide. The family-owned company achieved about 50% of turnover at its international locations in France, Poland, Mexico, China and Hungary.

Dita Von Teese fragrance, Edelmann Group Dita Von Teese style inspires Edelmann Group pack