BW Confidential - Issue #13 - March/April 2013 - (Page 80)
Packaging
credit: istock
Designs for travel retail
Packs on the go
Packagers begin to do more to cater to brands’
increased focus on the travel-retail channel
by Alex Wynne
T
ravel retail now accounts for around 16%
of sales for prestige fragrance brands,
and between 10 and 12% in make-up and
skincare, according to Paris-based JMG
Research managing director Jérôme Goldberg.
“Travel retail is one of brands’ biggest growth
drivers and they are now doing their utmost to
communicate in this channel,” he comments.
Brands’ focus on the segment and their rush
to offer travel-retail exclusive products means
packagers have to be increasingly on the ball
by offering innovative products that allow their
clients to differentiate their offer. In addition,
all this needs to be done at a lower cost and at
a faster pace than in local markets, according
to suppliers. “[Travel retail] is a market that
requires us to be very reactive because orders
often require a shorter time-to-market than
traditional packaging developments,” Topline
Products marketing and communication
manager Sophie Gaspin comments. “We have
to propose new innovations, whether in terms
of products, decoration or accessorization, and
be able to treat both primary and secondary
packaging. Travel-retail remains the shop
80
window for prestigious brands, but their cost
imperatives are much stricter,” she adds.
SGD Group international marketing director
perfumery and cosmetics Valérie Jacob agrees:
“The most important thing is to generate
“
One of the things
our customers ask
for in limited-edition,
travel-retail products
is decoration techniques
”
SGD Group international marketing
director perfumery and cosmetics
Valérie Jacob
lots of new products, with a very short timeto-market, yet at an affordable cost. One of
our answers is to have a wide range of stock
items.” She adds: “The expectation of the
brands is ‘differentiation’ and our challenge
is to offer multiple decoration solutions and
personalization, while maintaining the brand’s
spirit. One of the things we offer most, and that
our customers ask for in limited-edition, travelretail products, is decoration techniques.”
Differentiation and exclusivity
Design differentiation is just one part of the
equation, however. Europe is still the leading
market for beauty in travel-retail, although
analysts predict that it will be overtaken by Asia
in the next few years. Since intra-European
duty free was abolished in 1999, brands have
increasingly been trying to factor out the price
comparison that was, in the past, the main
driver for travel-retail purchasing.
Offering decorative or limited-edition products
that are not available on the local market is one
solution, but it mainly attracts already captive
beauty consumers looking for something
they can’t get elsewhere. Other consumers,
meanwhile, are still focused on price and value,
and this is where exclusive sets come into play.
“The content is different, and therefore the
price of the set cannot be directly compared,”
March-April 2013 - N°13 - BW Confidential
Table of Contents for the Digital Edition of BW Confidential - Issue #13 - March/April 2013
Cover
Comment
Contents
Update
- Brand & retail news recap
- Companies on the move
Take note Market facts, figures & trends
Best of BW Highlights from our e-publication
Launches The latest in fragrance, skincare & make-up
Interview Natura Cosméticos evp José Vicente Marino
Insight: Make-up
- Category overview
- The latest trends
- Social media
- Retail viewpoint
- Retail case studies
- Increasing usage
Retail
- European perfumeries
- Store concepts
Digital Mobile strategies and brand case studies
Strategy spotlight Trends to inspire
Market watch: US
- Country overview
- Department stores
- Specialty stores
- Industry viewpoint
Emerging markets Company profile: Jequiti
Radar A profile of six up-and-coming beauty brands
Travel retail: Brazilian travelers
- Overview
- Passenger profiles
Packaging Designs for travel retail
Last word The Beauty Company’s Alisa Marie Beyer on new ways to converse with consumers
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