Coverpla creates custom packaging for Malva 1979’s new fragrances
Key takeaways
- Coverpla has collaborated with Malva 1979 to provide packaging, bottles, caps, and decor for the fragrance line.
- High-quality screen printing enhances the brand’s elegance and refinement.
- Malva 1979’s nine fragrances feature dreamlike designs and names.
Coverpla has developed the primary packaging for Malva 1979’s new fragrances. The French packaging company also provided bottles and caps, along with the decor.
Malva 1979 was launched last September by Italian perfumer and cosmetic expert Malva Moncalvo.
“We chose Coverpla as our partner initially for its exclusively European footprint, from glass to pumps via caps, as well as for its personalization capacity. Malva 1979 was thus able to communicate its refinement and elegance thanks to high-quality screen-printing on the glass and caps,” says Malva Moncalvo.
“Each creation is an invitation to live fragrance not as a simple status symbol, but as an intimate affirmation of identity that can accompany and define those who choose it.”
Personalization in beauty
Coverpla Italy led the design of mix-and-match bottles and caps, as well as the different stages of personalization.
Last month, Innova Market Insights identified “Packaged for You” as one of its Top Packaging Trends for 2026. Personalized packaging has become a key tool for brands to boost consumer engagement and loyalty. By using digital printing and variable designs, brands can create limited edition or regionally tailored packaging, making products feel exclusive.
Each of the nine fragrances is said to reflect a “dreamlike world” made up of abstract shapes emerging from the depths in a play of light and dark. The scent names include Pied dans l’eau, Nude Essence, Amber Diary, Happy Birthday, and Note of Silence.
Malva 1979 chose a combination of Coverpla’s Trek bottle in a 100 mL format with the Magnet aluminum cap in a shiny black hue. A delicate screen print was then applied to the front of the bottle as well as tone-on-tone on the top of the cap.
For its discovery formats, the brand chose Coverpla’s Pocket bottle and cap in a 10 mL format, with the name screen-printed on the bottle and the logo applied to the cap. These miniatures are presented in an “elegant set.”
In other fragrance news, Givaudan recently launched oxygen-activated fragrance technology for laundry and hair. IFF marketed a sustainable tonka bean extract for greener fragrance innovation.
