On a fragrance counter crowded with hundreds of scents launched last year, a simple glass bottle doesn't cut it any more. Packaging is getting more elaborate: The cap of Marc Jacobs's Dot is a large Lucite butterfly. It took six months of testing to get the crocodile to stick properly on the new Lacoste men's fragrance bottle. Glowing by Jennifer Lopez lights up for 15 seconds when sprayed.
— Read more at Perfume Bottles Gone Wild at the Wall Street Journal. Hat tip to Bill!