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State of Packaging 2011

By: Lisa Doyle
Posted: November 1, 2011, from the November 2011 issue of GCI Magazine.

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Bielefeldt: Even though consumers have gone “back to basics” in many areas of their lives, we have not seen a substantial impact on the number of custom bottles and jars we’re asked to develop. In fact, our in-house design and development team has been busier than ever this year, and we see that pace continuing well into 2012.

McGee: To lure consumers away from premium retail outlets and to maximize their share of consumer spending, beauty marketers continue to introduce masstige product offerings. It is critical to the success of these products that the packaging used supports the product’s premium positioning and serves to differentiate them on the crowded shelves of mass retail outlets. Our well-executed plastic folding cartons showcase products beautifully, cut through the clutter of crowded retail shelves, provide a value-added consumer perception and have a proven record of enhancing brand performance.

Nowak: The consumer—even with a “back-to-basics” mindset—is more savvy than ever before and will not choose packaging that appears substandard in any way, or that does not function properly or feel right. Whether prestige, masstige or direct seller, the packaging has to communicate the worth of that product and provide enjoyment and a certain fun factor. It is up to us to develop solutions that work for consumers in all categories, that deliver in terms of functionality and ergonomics, and have that X factor that makes each usage a special, delightful little interlude.

Jackson: Albéa is focusing its efforts in developing packaging with a real added value—smart applicators, practicality—and proposing systematic eco-design solutions, such as lighter weight, alternative material and less waste in the distribution.

GCI: How will packaging, as a critical component of a marketing mix, continue to evolve?