It is the sort of invisible detail you only notice when you use the product, but it makes all the difference. Lodged in perfume bottle caps, these tiny magnets have become the signature of luxury cases. And they are spreading across makeup and face care segments.
Magnets are obviously trendy, as our Focus on Innovative Masks already showed! Constantly in search of more refinement, the greatest Houses just love them. And as everyone knows, real luxury lies in the tiniest details.
Perfumes first…
Chanel was the first to use them in their Les Exclusifs Collection de parfums (latest launching: Coromandel, generous 400 ml capacity, as from May), and then for their men’s Bleu de Chanel perfume (Eau de parfum, 50 ml, €78). One of Gabrielle Chanel’s creeds was that what cannot be seen should be as beautiful as what can. Is that not the signature of real elegance?
It is true for this magnet-guided closing device, as it exerts an invisible attraction. It also guarantees the perfect alignment of the cap, in particular to reposition the logo very precisely. As soon as you have put it down, the cap repositions itself automatically, without having to do anything.
‘This magnet idea, first for Les Exclusifs, and then Bleu de Chanel, was devised for two reasons: ease of use and technique for the benefit of aesthetics,’
explains the brand’s Head of the Press Service in France.
‘The magnetic cap makes the gesture easier and both masculine and feminine. It gives out a very particular sound. As for aesthetics, we have played on magnet polarity (there are two magnets) to be able to control the position of the logo, which systematically clicks back into the same line as the product name. At Chanel, technique is invisible. It is only there for the sake of aesthetics and pleasure of use – and always with a little mystery and magic.’
Christian Dior made the same choice for all perfumes in La Collection Privée (exclusively sold in Dior stores), which were also endowed with this magnetic cap (latest creation: La Colle Noire, Eau de parfum, 125 ml: €227, 250 ml: €324, 450 ml: €453).
… and then makeup…
Even more original: the Dior Addict Lipstick (€36, 35 shades) also benefits from this magnetic lock. Here, it is nestled in the lipstick cap which, again, can close almost automatically, as if it slid on its own in its cover. The only difference with bottles is that it does not make any sound. You no longer need to hear the ‘safety click’ to be sure you have closed your lipstick properly.
This system is also used in certain creations of Guerlain’s Terracotta line, like Terracotta Ultra-Shine Shimmer Effect Bronzing Powder or Terracotta Ultra Matte Matte Effect Bronzing Powder (€59 each, reusable gold or white case), or Terracotta Pause d’Été Bronzing Powder Duo (€68). On all these models, the powder compact completely dissociates from the bronzing powder for easier handling.
Lastly, Zao Makeup organic-certified bamboo cases feature magnetic bottoms for users to place two eyeshadows of their choice (€15.50 for one refillable case). Only available empty, the case can host all Zao refills with metallic housing. This way, you can create your own palette and make beauty rhyme with economy and ecology!
… and face care to finish!
Magnets have been gradually adopted in face care, for example by Givenchy, with Le Soin Noir & Blanc Huiles Originelles (duo of pump-bottles, 45 ml, €380). Here, the magnet was positioned on the whole surface of one side of each triangular-shaped bottle, so that both perfectly fit together to make one.
Always discreet and attractive, magnets can help create new, pure and graphic beauty objects. Everything is yet to be invented in terms of product design…
Ariane Le Febvre
