In the winter of , a Parisian perfumer named François Coty stood in a department store and realized that the liquid inside his bottles was, for all intents and purposes, secondary to the glass that held it. At the time, fragrance was largely an apothecary’s trade; you brought your own plain vessel to a chemist, and they filled it from a larger vat. It was functional, transactional, and utterly devoid of romance.
Coty, however, partnered with the master glassmaker René Lalique to create bottles that were not merely containers but sculptures. He understood a fundamental glitch in the human psyche: we find it nearly impossible to discard something that feels like art. By the time a woman reached the final drop of his La Rose Jacqueminot, she wasn’t left with trash; she was left with a Lalique. To throw it away felt like an act of cultural vandalism. So she kept it, and because the bottle sat on her vanity, a permanent monument to Coty’s genius, she inevitably returned to buy the same scent, if only to justify the presence of the glass.
The Modern Keepsake Trap
This was the birth of the “keepsake trap,” a marketing masterstroke that has only grown more sophisticated in the century since. We see
