How important is the packaging?
The development of the cosmetics industry and market competitiveness meant that the consumer began to pay attention not only to the product itself but to the attractiveness of its packaging. For a long time it has not only fulfilled the function of protecting a product against damage but above all marketing, representative and sales. No wonder then that the packaging is often called the silent seller. The first impression can be made only once and the situation in sales processes is no different. Over 50% of consumers choose a product because of the attractive packaging. Manufacturers who want to make their product stand out need to be aware of current packaging trends and focus on innovation.
Why are we talking about premium packaging?
Recently, the wealth of Polish society’s portfolio has been steadily increasing, which of course translates into an increase in consumption. The premium consumer trend is becoming stronger. Having more resources makes the consumer more demanding. He is not satisfied with standard solutions, he looks for originality, uniqueness in every aspect related to the product. The consumer at the shelf assesses the product in 7 seconds, and in 27 decides to buy it. This means that it is the packaging that has a key impact on its choices, it is the packaging that decides whether it will crave the first meeting with the product.
So what is premium?
Premium is a coexistence of extraordinary design, perfect workmanship, product quality, but also packaging, innovation, extraordinary qualities, origin, limited access, and price. Premium is also functionality and ease of use of the product – there is no room for compromises and underdevelopment. The packaging must ensure full consumption of the product so that the consumer does not feel cheated that a large part of the cosmetic is unused. All these elements must go hand in hand to make him feel the need, excitement, contentment, impatience, satisfaction, i.e. all these amazing emotions that the brand should arouse in him. Especially in the cosmetics industry, it is emotions that play a huge role – because cosmetics are associated with an important sphere of appearance and personal image of consumers, both in the eyes of others and their own and therefore
also – they relate to well-being related to appearance. Consumers buy not the products but the promises and benefits created by the brand and its image before they are convinced of the quality
and the effectiveness of the product itself. Cosmetics brands sell dreams. That is why cosmetics packaging has always been designed with the utmost care, because proper brand communication through packaging and label, based on knowledge of trends and the art of branding, strengthens the position of the brand on the market and creates its image, distinguishes it from the competition and increases sales. That is why producers outdo each other in ideas – they create the stories of their brands, follow trends, use the latest materials and technologies.
Phot 1 . source: https://przemyslkosmetyczny.pl/artykul/luksusowe-sloiki-do-kremow-gwarancja-zadowolenia-i-prestizu#
Phot 2. source :http://modnababka.pl/2019/09/16/marka-premium-christian-laurent/
Nature is premium
The Eco trend has permanently appeared in the cosmetics industry. Join very quickly and is still experiencing a huge flourishing of two in large corporations as well as small local businesses. Return to nature in cosmetic products and successive restrictive legal regulations related to waste management, obligated industry organizations packed in products in the field of environmentally friendly services. Ascetic colors with a predominance of gray and green are the dominant features of Eco packaging. Eco-labels can be made using a wide spectrum of processing and processing materials, lean materials that are adapted to different application configurations. There will also be wooden labels, sugar cane labels or plates that are starting erotically available, ecological packaging solutions. Fashion for Eco has proven that the products are the least processed and most strongly associated with nature have become the result of the desired and designated belonging to the group of favorable loads depending on the environment.
Phot.3 source : https://biokurier.pl/dom-i-ogrod/laboratorium-naturella-przedstawiamy-nowego-polskiego-producenta-naturalnych-kosmetykow-srodkow-czystosci/
Phot.4 source: https://admonkey.pl/wege-eko-i-minimal-opakowania-kosmetykow-resibo/
Retro is trendy!
Retro / vintage packaging is also growing in strength. Designers deliberately use a style that often evokes nostalgic associations for consumers and the desire to go to another era at least temporarily. Sometimes these epochs are very distant, known only from history, and sometimes quite close, such as the style of the Polish People’s Republic. Retro highlights the roots and uses the fashion from the past. In the cosmetics industry, many companies style their packaging in this way. This treatment suggests to potential consumers that these are products that may have existed even several dozen years ago. It is generally believed that articles produced “once” contain less preservatives and artificial ingredients than they do today. This builds trust among consumers who are beginning to associate the product with something natural, devoid of unhealthy content. Longing for the past, to the time of youth, products known from childhood is of great importance, especially in the current situation of global aging of the society. On the other hand, young consumers also like this style very much because of its richness of colors and structures. In the case of retro, not only the design of the label and packaging accurately reflecting that of the past, but also the selection of appropriate materials, paints and, ultimately, performance is crucial.
Cosmetic works of art
It is already a standard that premium brands introduce limited collections of cosmetic products on the market, which, above all, look like buying. The content is extremely important, but the brand logo itself is a guarantee of excellence. Well-known fashion designers design perfume bottles or give an amazing shape to the packaging of creams and lotions. Here rules the innovative concept sealed with a known name. For the touch of the “big world” in your bathroom, for a sense of luxury, consumers are able to make big money. The more that product availability is limited. In cosmetic works of art, everything must be at the “high class” level. The design and quality of the materials from which the label or cap was made cannot raise the slightest doubt. Asceticism in its purest form or baroque splendor – everything lies in the hands of the visionary.
Why are some cosmetic products premium while others can’t even dream about it? The answer is simple. The consumer buys with his eyes, which is the right, well-designed and well-made label and packaging. Premium brands are looking for interesting materials and technologies that can refine their packaging and stand out on the shelf. Do they need to know the types of paper, foils, special effects inks used for printing? Not necessarily! The key to success is the right choice of the printing house, where professionals with knowledge at every stage of the project are able to advise, check and test various possibilities, prepare a ready solution to help achieve project assumptions. The cooperation should start at the stage of the graphic design itself, its evaluation, and possible correction, to enable brand owners to check the effects of the creative stage. The printing house is able to make test prints on various substrates and using various types of finishes, refinements so that you can – before launching a premium product on the market – seek consumer opinion and perform professional eye-tracking tests for several different options for a label or packaging. This will minimize the risk of not realizing the assumptions of the creative packaging phase and ensure that consumers are positive about the product.
Premium packaging is usually refined packaging. How can this be achieved:
- Pearl and interference paints allow for a luxurious finish and protection of labels and packaging, giving prints a visible rainbow effect
- Thermochromic paints – visible paint will become invisible or change color at a certain temperature. These paints usually serve as indicators – i.e. temperature indicators, e.g. on tanning cosmetics. But they can also take the consumer to the expanded world of the brand, engage in interesting fun and arouse interest in the brand.
- Chemichromic paints change color when exposed to various types of chemical compounds. The change in color is caused by a chemical reaction between the pigment used in paint production and the defined chemical compound. Thermochromic paints can appear as indicators of moisture or pH.
- Varnishes visible in UV light – mainly for hidden graphics, used to protect labels and confirm the product’s originality. But also to increase the attractiveness of the product at the place of use.
- Varnish “Frost” – the effect of frost is obtained by a combination of varnishes. An interesting visual and tactile effect – the varnish is clearly felt under the fingers and perfectly imitates screen printing. It is an innovation created for the customer’s needs for Etykiety.pl Etigraf.
- Modern types of transparent films supporting creative packaging design goals.
- Perfect printout
There are many refining methods, but this is the right printing house, for which counts a measurable effect in the form of increasing the sales of customer products, will design technology and make a label that will make this product stand out and make consumers seek it.
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