Fast-fashion retailer Zara has introduced a redesigned range of premium private brand fragrances with packaging designed by Lavernia&Cienfuegos

The bottle features a rounded-off square cross-section, like the basic range, with a smooth and seamless transition in the meeting of the shoulders with the neck. It has heavy glass characteristic of premium fragrances and painted inner walls. The bottle appears to have two skins: the exterior one transparent, and the interior one in silver (later versions have added additional colors such as red, pink, etc.). The lid was designed to form a continuation of the neck, adding a transparent outer cover so it would have the same set of double skins as the body.”

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.