In Paris I’ve been lucky to see some of the PR material perfume houses send out. Wow. Marc Jacobs Decadence’s press materials came in a gold-edged black folder designed to look like a purse, complete with tassel and gold chain handle. Chanel Jersey’s press packet was a hand-bound paper booklet with mounted vintage photos, envelopes inserted to open and explore, and close-ups of materials — all on thick, luxurious paper.

Miu Miu’s press materials are especially impressive. Prada sent out a finely made flat box slickly papered in Miu Miu’s signature red and quilted baby blue. The box opens to a sheaf of hard cardboard placards with gold edges and artful images of actress Stacy Martin working Miu Miu’s youthful jolie laide charm. The perfume bottle is darling, and it feels heavy and solid in the hand. On seeing the package, my first thought was: Wow, this is gorgeous. Second thought: This must have cost a fortune, possibly more than the perfume did…

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