The Wheaton booth was divided into sections, one of which was \u201cDecoration Technology.\u201d In this area, visitors could appreciate a display with over 100 samples showcasing part of the decorative solutions offered by the brand.<\/p>\n\n\n\n
In the \u201cTransparency and Design\u201d section, more than 100 options of bottles from Wheaton\u2019s standard portfolio were displayed, along with new releases for 2024. Among this year\u2019s 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.<\/p>\n\n\n\n
Visitors to Wheaton\u2019s area also saw the new Hot Stamping Tapes\u2014a decoration process using thermal tape that creates engravings in gold, silver, and other metallic colors\u2014as well as new packaging in the Standard Line. Six new packages were presented in 200ml, 100ml, 50ml, and 30ml sizes.<\/p>\n\n\n\n
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<\/strong> adds another bottle with a geometric shape of 100ml capacity, and the Joy Line<\/strong> receives a versatile cylindrical model with a screw-top, reinforcing the message about refills. <\/p>\n\n\n\n Caroline Mass explains that the 200ml refill packaging, which promotes the circular economy, is lightweight\u2014with 20% less glass mass than traditional bottles\u2014and sustainable, being produced with around 15% fewer CO2 emissions. \u201cConsumption 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,\u201d she says.<\/p>\n\n\n\n From the beginning, the \u201cWorld of Glass\u201d space was designed to be immersive, allowing FCE Cosmetique visitors to enter a universe full of possibilities and sensations.<\/p>\n\n\n\n First, visitors\u2019 vision was stimulated by LED panels displaying video content highlighting Wheaton\u2019s key themes: TECHNOLOGY, SUSTAINABILITY, and DECORATION.<\/p>\n\n\n\n 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.<\/p>\n\n\n\n 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.<\/p>\n\n\n\n Fragrances were also spread throughout the Wheaton booth, offering tactile engagement with packaging and experiences that stimulated visitors’ taste senses.<\/p>\n\n\n\n Caroline Mass states that flavor experiences were promoted with themed coffees and drinks. \u201cWe 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.\u201d<\/p>\n\n\n\n The final pillar of Wheaton\u2019s presence at FCE Cosmetique 2024 was \u201cTradition and Expertise,\u201d which referenced the company itself. In this area, iconic products produced over Wheaton\u2019s more than seven decades of operation were showcased.<\/p>\n\n\n\n In the so-called Glass Memory Space, perfumes evoked visitors\u2019 olfactory and emotional memories, while packaging\u2014also displayed\u2014helped tell Wheaton\u2019s story.<\/p>\n\n\n\n \u201cWe made sure to bring tradition into this area to evoke memories of old products we made in the past, such as the Mam\u00e3e e Beb\u00ea line and Rastro, which was one of Brazil\u2019s first perfumeries. These productions helped Wheaton develop the know-how and expertise for current projects. And this is just a small part of Wheaton\u2019s history,\u201d says Mass. <\/p>\n\n\n\n Lastly, the executive mentions that the entire booth was designed to offer an interconnected, impactful experience. \u201cEverything 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\u2019 project development in terms of transparency, design, innovation, and technology,\u201d she concludes.<\/p>\n\n\n\n![\"\"](\"http:\/\/wheaton.com.br\/wp-content\/uploads\/2024\/06\/capa-fce-2024-2-1024x587.jpg\")
<\/figure>\n\n\n\nMultisensory Experience<\/h2>\n\n\n\n
![\"\"](\"http:\/\/wheaton.com.br\/wp-content\/uploads\/2024\/06\/capa-fce-2024-3-1024x587.jpg\")
<\/figure>\n\n\n\nAppeal to memory and nostalgia<\/h2>\n\n\n\n