Aptar at the Heart of Premiumization and New Usage Dynamics in Fragrance and Skincare

In the fragrance sector, premiumization continues to shape innovation and design choices. More and more brands are replacing plastic caps with metal versions, enhancing the perceived value of their products — as illustrated by Davidoff at Coty.

Noble materials remain highly sought after, as do more affordable alternatives capable of delivering a premium look and feel. At Aptar, for example, marbled effects are recreated through plastic injection molding, enabling the production of unique pieces at a controlled cost.

At the same time, new usage patterns are redefining the market. Consumers are embracing different and more accessible ways to wear fragrance. Body mists, hair perfumes, and smaller formats are experiencing strong momentum, reflecting a more flexible, everyday approach to consumption.

In facial skincare, innovation is driven by the rise of mixology — the combination of several formulas within a single routine. An emblematic product of this trend, Clarins’ Double Serum perfectly illustrates this evolution. Its dual-chamber bottle represents a genuine industrial challenge, drawing on the expertise of multiple production sites to combine technical performance with premium positioning.