Case: Babe Power Perfume for Missguided

Babe Power: a can-shaped perfume for Missguided

Babe Power was Missguided's first perfume. The idea came from the brand's designers, who drank cola while they worked: the bottle became a can. We manufactured it for Missguided, sampled scent and colour options with their team, made the can-shaped pack work as a perfume, and later extended the line into bath and body. It launched in 2017 and is still sold at Superdrug and Target.

The brief

Missguided is a UK fashion brand selling mostly to young women online. It wanted a first fragrance that looked like the brand: playful, a little loud, and easy to pick up as a treat. The design team brought the idea of a can, taken from the cola they drank at their desks.

What we did

Scent development: we worked through scent directions with the team until the smell matched the brand's tone.
Colour: the cans needed bright, consistent colours across variants, matched in production.
The pack: a can shape that holds a perfume pump and looks right on a beauty shelf.
Range extension: once the perfume sold, we extended the line into gift sets and bath and body products.

Single Babe Power can-shaped perfume — The can bottle

Babe Power perfume with box — Bottle and box

Babe Power Boss Babe variant — A later variant

Missguided Self Love Club bath and body product — Bath and body

Missguided Get That Glow product — Bath and body

The result

Babe Power launched in 2017. Years later it is still on sale at Superdrug in the UK and Target in the US, which for a fashion brand's fragrance is a long life. The line grew from one perfume into a family of variants, gift sets and bath and body products.

What it shows

A brand's first fragrance does not need to look like every other perfume. A strong pack idea, made to work properly, can carry a fragrance for years. It also shows that a range grows from one good product: perfume first, then gift sets and body products in the same look.

Questions buyers ask

When did Babe Power launch?

In 2017. It is still sold today, at Superdrug in the UK and Target in the US.

Is the can a real aluminium can?

It is a perfume bottle made to look and feel like a drinks can, with a perfume pump inside. The shape was the brand's idea; we made it work as a perfume pack.

Can you make a custom shape like this for us?

Yes. A custom bottle needs its own mould, which takes 35 to 40 days from the signed 3D drawing. See choosing a perfume bottle.