"Share the fantasy"

Do you suppose when Chanel's creative minds came up with that line, they knew they were forecasting a trend in the look and range of fragrance lines?

Probably not. But nonetheless, they did. For in recent years the business has evolved, swinging away from the idea of spending the bulk of creative energy - and buck - on perfume packaging.

Today, the decision is more and more often being made in favor of a unified line image. The bottles, regardless of the fragrance concentration, look exactly the same. And be it a light and sporty scent or the most luxurious of designer lines, many are eliminating Perfume and replacing it with Eau de Parfum. Some have removed the traditional fragrance form names (perfumes, cologne, etc.) entirely. Prescriptives' Calyx, for example, describes them as Exhilarating Fragrance Splash, Body Lotion, and Gel for Shower and Bath.

In all cases, one thing is clear: They have taken Chanel's words to heart, opting to "share the fantasy" of perfume's longcherished image and packaging ideal with every customer...no matter where their purchase falls in the brand's price range.

If you're not convinced, take a stroll through a fragrance department. Here's a sampling of the "One For All" packaging you'll find. And I defy you to tell from...