With a presence at every edition of the event, Wheaton set up a space divided by themes—Tradition and Expertise, Transparency and Design, Decoration Technology, and Sustainability—and captivated visitors with an immersive experience in “The World of Glass,” exploring the four senses.Discover more bellow!
Mass explains that the fair provides an excellent opportunity to showcase Wheaton’s expertise, competence, and history, which spans over seven decades in Brazil. “FCE Cosmetique always offers a great opportunity to build relationships with new clients and to update our existing clients on everything we’re working on throughout the year,” she emphasizes.
The executive also highlights that the booth, called “The World of Glass,” caught attention with virtual reality demonstrations using 4D glasses, new eco-friendly packaging, and experiences involving sight, touch, smell, and taste.
Technology as an Ally for Sustainability
The Wheaton booth was divided into sections, one of which was “Decoration Technology.” In this area, visitors could appreciate a display with over 100 samples showcasing part of the decorative solutions offered by the brand.
In the “Transparency and Design” section, more than 100 options of bottles from Wheaton’s standard portfolio were displayed, along with new releases for 2024. Among this year’s highlights was the Crystal Effect Painting. Achieved through the application of a varnish that creates a crystallization effect around the paint, it gives each bottle a unique aesthetic.
Visitors to Wheaton’s area also saw the new Hot Stamping Tapes—a decoration process using thermal tape that creates engravings in gold, silver, and other metallic colors—as well as new packaging in the Standard Line. Six new packages were presented in 200ml, 100ml, 50ml, and 30ml sizes.
The 200ml refill is part of the Ecoglass line, developed to promote the circular economy. A family with modern design includes bottles of 100ml, 50ml, and 30ml, meeting international standards in perfumery. The Fantasy Line adds another bottle with a geometric shape of 100ml capacity, and the Joy Line receives a versatile cylindrical model with a screw-top, reinforcing the message about refills.
Caroline Mass explains that the 200ml refill packaging, which promotes the circular economy, is lightweight—with 20% less glass mass than traditional bottles—and sustainable, being produced with around 15% fewer CO2 emissions. “Consumption is moving towards reuse to reduce waste. So, it was important to bring awareness and education about the refill process. The Ecoglass line was also designed to open a dialogue with clients about the importance of developing products with the environment in mind,” she says.
Multisensory Experience
From the beginning, the “World of Glass” space was designed to be immersive, allowing FCE Cosmetique visitors to enter a universe full of possibilities and sensations.
First, visitors’ vision was stimulated by LED panels displaying video content highlighting Wheaton’s key themes: TECHNOLOGY, SUSTAINABILITY, and DECORATION.
Embracing innovation, visitors could also use 4D Glasses developed by Noar, a spin-off of the Wheaton Group. By projecting images in Virtual Reality (VR), participants could see the entire conceptualization of a perfume, from the briefing to bottle decoration for perfumery.
In the metaverse environment, the glasses even allowed visitors to smell the perfume. The Noar glasses feature exclusive digital scent technology, which emits scents from the device itself.
Fragrances were also spread throughout the Wheaton booth, offering tactile engagement with packaging and experiences that stimulated visitors’ taste senses.
Caroline Mass states that flavor experiences were promoted with themed coffees and drinks. “We wanted to complete the experience cycle by offering themed coffees and drinks with names that evoked the Wheaton universe. The idea was to build a world that customers could explore to understand the product development process.”
Appeal to memory and nostalgia
The final pillar of Wheaton’s presence at FCE Cosmetique 2024 was “Tradition and Expertise,” which referenced the company itself. In this area, iconic products produced over Wheaton’s more than seven decades of operation were showcased.
In the so-called Glass Memory Space, perfumes evoked visitors’ olfactory and emotional memories, while packaging—also displayed—helped tell Wheaton’s story.
“We made sure to bring tradition into this area to evoke memories of old products we made in the past, such as the Mamãe e Bebê line and Rastro, which was one of Brazil’s first perfumeries. These productions helped Wheaton develop the know-how and expertise for current projects. And this is just a small part of Wheaton’s history,” says Mass.
Lastly, the executive mentions that the entire booth was designed to offer an interconnected, impactful experience. “Everything we brought to FCE Cosmetique was meant to show how much experience Wheaton has accumulated in these 72 years and how much it can contribute to clients’ project development in terms of transparency, design, innovation, and technology,” she concludes.