An interview with owner and founder, Stefanie Hanssen
Instead of relying on pomp and circumstance, Frau Tonis Parfum arrests you with its charming minimalism. The focus of attention is the fragrance, not the trappings! Especially the sleek design is what makes the product so enticing, even at a show that puts packaging in the spotlight. At Packaging Innovations, the Berlin-based perfume manufacturer will present the art of creating fragrances, and along the way it will demonstrate how it combines authenticity, packaging and brand philosophy.
TL&L: Dear Stefanie, Frau Tonis Parfum is always happy to take an olfactory journey, and this year it will make a stopover at Packaging Innovations in the Arena Berlin. What kinds of things can the visitors to the Fragrance Bar look forward to?
S.: A sensory experience! VOGUE says "Frau Tonis' unique scents are nothing less than a poetic stroll through the sensual greenery of our own past." This is the walk we take our visitors on. We present, among others, classics like "Dulcet Berlin Lime" and "Pure Violet" – Marlene Dietrich's favourite from the 1920s. It'll be exciting!
TL&L: Frau Tonis Parfum once said that an exceptionally good fragrance has to call many images to mind. What value is it to you that people can personalise their own perfumes?
S.: These days, perfume aficionados come to us from all around the world. And not just for our exceptional niche fragrances but to have their own "customised perfumes" mixed. In general, the scents from Frau Tonis Parfum have high recognition value. They act like a "theatre of the mind": you close your eyes and experience strong associations. We provide extensive consultation so that our customers go home with a scent that's absolutely perfect for them. An individual fragrance has to underscore the character of a person, or even better: to reflect it. It's a high standard, but one that we love to uphold.
TL&L: Have you ever held a packaging in your hands that triggered similar emotions? Or, in other words, what emotions can good packaging evoke?
S.: In fact, I love beautiful packaging! The Berlin-based chocolatier Sawade recently went through a successful relaunch, and now I'm collecting all their cartons – after eating the chocolate delicacies, of course. I use them in everyday life to hold pictures, jewellery, sewing utensils and such... and every time, I'm delighted by the high quality of the boxes, the beautiful colours and the lovely touch-and-feel of them.
TL&L: For corporate clients, Frau Tonis Parfum will even create packaging with an individualised layout. How is this being received by the companies?
S.: Co-branding is a really big thing for us. For example, we created three city fragrances for the KaDeWe Group, and our own graphics bureau was able to implement the packaging design, which both centres on our purist corporate image and takes on our partner’s look. With all of our business partners – including Sony, Adidas and VW – this kind of cooperation has worked brilliantly.
TL&L: How can the packaging highlight your own brand philosophy, or: how does one package properly while keeping the contents in the foreground?
S.: Our corporate image quite clearly depicts our brand philosophy: less is more! Our packaging design is simple, elegant and puristic. The fragrance is the star, the packaging protects it discreetly. The art lies in doing that both stylishly and with typical Berlin flair. This has been well received on the highly competitive market of niche perfumes. In the meantime, we're selling our products worldwide!
TL&L: Might you consider using new packaging techniques in future? Innovations like smart labels, printed electronics and 3D printing are becoming more interesting and valuable even for the packaging sector.
S.: The old adage also applies to Frau Tonis Parfum: everything must change in order to stay the same. And that surely goes for the packaging segment, too. In general, we’re very open to exciting innovations.
