Dear customers, dear partners,
In 2024, Balmain launched Balmain Beauty with The Estée Lauder Companies. This first collection, Les Éternels de Balmain – eight all-gender eaux de parfum – unveiled a new vision of beauty defined by respect, love, and unity, while drawing inspiration from the House’s renowned fashion and fragrance heritage.
MR had the opportunity to bring the House’s fragrance packaging codes to life and designed the launch’s influencer kit in a limited production run. This highly meticulous technical journey bridged the world of avant-garde luxury and intentional eco-design.
The “lift-off lid box” designed for the occasion – available in one or two-bottle versions featuring the fragrances Carbone and Sel d’Ambre – reflected the House’s iconic codes: deep black, couture gold, the Balmain signature rayure and the geometric precision of the lozenge motif.
Born from a 3D concept, this close collaboration between Balmain Beauty and MR MOCK-UP LAB involved favoring a folded board structure in lieu of traditional wrapped construction – pushing the paper to its limits to reveal the design’s tactile, striped texture.
The resulting kit included:
– an embossed surface that caught the light and drew the eye,
– a cushioned feel under the fingertips,
– a visible golden groove where shine interacted with the deep dark matte of the inverted lozenge-shaped and flocked insert.
But behind the beauty of the form lay the structure: a glue-free box, crafted from 300g paper to heighten the 3D effect, designed with eco-consciousness and life-cycle analysis (LCA) in mind. What could be better than beauty and sustainability as one?
It was a real pleasure to carry out the Balmain Beauty vision.
A heartfelt thank you to the Balmain Beauty team for their trust and professionalism.
Looking forward to more projects that challenge the codes of luxury without ever compromising the material integrity.
The MR Team
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