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State of Packaging 2010

By: Jeff Falk
Posted: August 31, 2010, from the September 2010 issue of GCI Magazine.

page 4 of 17

Trout: With disposable income rising in emerging economies, beauty companies are targeting these countries more aggressively than ever to help increase their global market share. We’ve seen strong growth in China, Brazil and India. Overall, in emerging and developed markets, consumers still see packaging as part of the product itself. So brand owners are coming to us with specific questions on what will help a product to stand out on the shelf. Customization is key. That’s why MWV has been partnering with customers to design tailored packages that complement and represent their respective brands. With truly innovative and eye-catching packaging, our customers can better compete in the changing global marketplace.

Nagel: More than ever, brand owners are once again looking for high-quality, U.S.-made products to ensure the success of their brands. JSN is very committed to maintaining equally high standards when it comes to environmental requirements. All of our plastics are recyclable, and our manufacturing machinery choices also emphasize minimal waste of materials, with built-in recycling functions. We expect this issue to become increasingly more important as advances in plastics science helps our industry become greener and cleaner.

Schinazi: Decisions on launches are being made very late, and there is a lot of cautiousness before launching a new product. Therefore most of the time we have to struggle to deliver all the packaging on time. To summarize, I would say clients are more demanding with value for money and delivery times.

Dwyer: We see a big trend in adding value through technology. Cosmopak launched three items that contain a motor. The motorized triball [photo available in online version of the feature] is the most popular. It incorporates a vibrating motor that has a much higher perceived and actual value. This allows users to massage the area on application. It allows brand owners to really differentiate themselves from competitors. It also increases the role played by the packaging, which allows them to provide an enhanced application. It used to be formula and package equals product. It is now possible to have formula, plus package plus treatment all in one. The bar has been lifted in what a container can deliver and how much a consumer will pay for it.

Holland: Many industries are more comfortable in pursuing off-shore alternatives that provide lower costs but also come with more difficult logistics. This transcends most markets and sectors. At Kaufman, we’re always working with our global suppliers to ensure they continually meet our strict quality requirements. In addition, we are challenging both domestic and global suppliers to focus on innovation. Our customers want to see options, and it is our job to make sure we can provide them with the latest and greatest offerings in the industry.