BW Confidential - Issue #14 - May/June 2013 - (Page 84)
Packaging
Differentiation techniques
Different strokes
How packagers are providing more original,
stand-out items for brands at a price that is right
by Alex Wynne
I
n times of crisis, beauty brands need to do
more to differentiate their offer. As such,
there is pressure on packagers to offer more
options, spanning diverse decoration techniques
and materials, as well as a growing focus on
in-house innovation. “Brands are fighting so
hard to get shelf space and attract consumers
that any bespoke aspect of their packaging is
giving them attention,” explains Quadpack ceo
Tim Eaves. Quadpack is predicting faster growth
for the company’s bespoke activity in coming
months than for its standards business. “In
some cases, just a small element of a bespoke
design, like a change to a cap or a bottle,
makes that product different and our customers
more competitive.”
According to suppliers, hot areas in
differentiation include the increasing use of
wood (for fragrance caps, for example), new
colors in aluminum anodization, low-priced
accessories, and closures that allow consumers
to discover products in unexpected ways.
Germany company Awantys, for example, has
come out with granite, marble and artificial
stone solutions for premium cosmetics and
perfume packs. Called Awystone, it can be used
84
for perfume caps and each piece is said to be
unique. The company says that the natural,
heavy weight of the stone gives the impression
“
We work on look boards
to help brands project
ideas into their own
world. In uncertain
economic times, the right
balance of expression and
creativity pay off
”
SGD vp international marketing
perfumery & cosmetics Valérie Jacob
of value and can be used to differentiate brands
from the competition.
Jackel LF Beauty, meanwhile, has developed
a reversible palette that uses a cardboard
hinge and was inspired by a Chinese folding
purse (pictured), which it has now customized
for Agnès B, part of the Club des Créateurs de
Beauté (L’Oréal).
Going beyond price
Despite the higher prices that differentiation
dictates, offering more original products is
proving a key way for suppliers to move their
clients away from a pure price discussion. “If
we are presenting a generic product that our
competitors also offer and that clients can easily
find in the market, the conversation naturally
goes to price,” Eaves comments. “If we can
show something that is absolutely bespoke
to their brand, price becomes a less important
topic of conversation.”
Price nevertheless remains a major factor,
putting pressure on suppliers to offer solutions
like adapting standards in ways that will allow
consumers to identify a design with a certain
brand, while stemming from a generic element
of the original packaging. “We try to work
around existing solutions to create something
impactful,” Topline-Primapack marketing
and communication manager Sophie Gaspin
May-June 2013 - N°14 - BW Confidential
Table of Contents for the Digital Edition of BW Confidential - Issue #14 - May/June 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 Clarins Group ceo Philip Shearer
Insight: Skincare
- Category overview
- Skincare devices
- Retail case studies
- The latest trends
Retail
- Amazon
- Store concepts
Digital Facebook
Market watch: China
- Country overview
- Industry viewpoint
- National domestic airports
- Department stores
- Third- & fourth-tier cities
Travel retail
- Emerging Asia analysis
- Passenger profiles
- Interview: King Power Group Duty Free & Travel Retail Hong Kong managing director Sunil Tuli
Radar Up-and-coming brands
Emerging markets Company profile: VLCC
Packaging
- Industry outlook
- Differentiation techniques
Last word Brand Keys founder and president Robert Passikoff
BW Confidential - Issue #14 - May/June 2013
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