To underscore authenticity for Old Spice, the campaign gives a prominent role to the brand's original trappings and trade dress, including the cursive script logo, the clipper ship from the fragrance bottles and the vintage whistled commercial jingle.

Studio artists, like Ms. Kohler, have used a variety of glassmaking techniques to create innovative designs that bring the fragrance bottle from the shelf of the medicine cabinet back to the vanity as a vessel of unique decorative beauty.

"My brief to the packaging designers was, 'Be Biba-esque,' " Ms. Wood told The New York Times last week, referring to the Art Deco logo splashed on every Biba shopping bag and fragrance bottle in the shop's glory days.

And René Lalique designed perhaps the most beautiful fragrance bottle ever created, the frosted globe filled by Jacques Worth with Je Reviens.

But Jean-Paul Gaultier, whose fragrance bottle is a take on the female torso, has a different interpretation.

Beneath its slotted dome is a refillable six-ounce plastic fragrance bottle that contains a clear liquid.

The dark brown glass fragrance bottles were backlit and indented into the smooth white displays that spill out from the Odin boxes.

Now he is showing C. J. Ritter, the global marketing manager for perfumes, his collection of fragrance bottles.

The perfume is sprayed out the topside of the fragrance bottle.

Helbig concluded her review by praising the fragrance bottle, describing it as "edgy" with "an extra touch of glam."