BW Confidential - Issue #17 - March/April 2014 - (Page 84)

Packaging Decoration techniques: trends analysis credit: istock What's next? BW Confidential examines how decoration techniques for beauty packaging are evolving by Alex Wynne W hen it comes to decoration in beauty, differentiation is the name of the game. Brands are using the wealth of increasingly sophisticated techniques on offer to make their products stand out on shelves and, according to industry observers, this is paying off in sales. "The possibilities in decoration techniques are now well-known to brands, and their impact on sales has been measured. In the past, there was no real experience of this," says Solev and Pochet du Courval director of marketing and creation Mathieu Pivaudran. Flankers drive demand In fragrance, the main trends include an increased use of metallization, accessories like fabric and leather details, and transparency. Suppliers are also working on improving their techniques. "There is a level of technical expertise that was not even conceivable just five years ago," says Pivaudran. This sentiment is mirrored by many suppliers. Although major brands launching a scent 84 for the first time will almost always invest in a bespoke bottle, the growth of flankers and limited-edition fragrances has driven demand for decoration. Brands are capitalizing on previous " The possibilities in decoration techniques are now well-known to brands, and their impact on sales has been measured " Solev and Pochet du Courval director of marketing and creation Mathieu Pivaudran investments by animating lines using existing bottles or standards from suppliers' catalogs. "It limits the risks, because you gain time on development, on investment in equipment, and base the launch on a new variant of something that already exists, thereby capitalizing on investment that has already been made in communication," explains Pochet du Courval industrial marketing director, Lucie Ray-Lalanne. "You can give new life to an existing product by giving it a new color, a new shade, playing with pigments, interior decoration, lacquer or metallization, and animate a line at lesser cost," Dupont key account manager Arnaud Mastain agrees. Several suppliers highlight the growing importance for fashion brands to build bridges with their core activity through packaging. Brigitte Weiss, market manager for fragrance and cosmetics at decoration supplier Seram, which has partnered with couture houses for finishings for generations, comments: "[Fragrance licensees] want to create a link with the brand's values and build a certain unity." Suppliers are focusing mainly on improving their prowess in existing areas, rather than developing new techniques. Developments March-April 2014 - N°17 - BW Confidential

Table of Contents for the Digital Edition of BW Confidential - Issue #17 - March/April 2014

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 Guerlain ceo Laurent Boillot
Insight: Make-up
Category overview
Budget brands
The latest trends
Retail
Innovative strategies
Retail
Vending machines
Store concepts
Digital Social media content
Market watch: Latin America
Regional overview
Mexico: country analysis
Mexico: prestige retailing
Colombia: country analysis
Colombia: prestige retailing
Argentina: country analysis
Argentina: prestige retailing
Radar A profile of six up-and-coming beauty brands
Emerging markets Company profile: Mahogany
Travel retail: Brazilian travelers
Analysis
Industry viewpoint
Packaging: Decoration techniques
Trends analysis
Innovations
Last word Diagonal Reports analyst Jacqueline Clarke

BW Confidential - Issue #17 - March/April 2014