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Opportunity for Creating a More Meaningful Experience

By: Jamie Moore
Posted: March 2, 2012, from the March 2012 issue of GCI Magazine.

For beauty packaging suppliers, there are two primary audiences: the beauty brands themselves and then the brand’s customers, the consumer. Package designs need to provide the consumer with an overall positive experience by offering packages that are unique, clever and actually do something—in addition to opening easily, functioning properly and dispensing perfectly.

Creating and developing a positive experience for the consumer with not only the aesthetics of the package in mind but also the overall functionality of the package ultimately benefits beauty brands. There is a true opportunity for creating a more meaningful experience in developing a package that goes beyond expectations, both for the brand and the consumer.

One of the emerging trends we continue to see is the desire and demand for airless dispensing. Because beauty brands across the board are developing more specialized formulations with technology-driven ingredients, these products require the perfect package to represent and uphold the integrity of the brand. Airless packaging provides benefits such as little or no product waste, controlled dosage, protection against oxidation, and even distribution of nearly any product type.

Also, as with most markets, sustainability continues as a strong trend. Environmentally friendly packaging requests are gaining in popularity, likely a direct result of consumers being more aware than ever of their own eco footprints. In fact, it’s as if sustainability is no longer an inquiry but a requirement in the procurement process.

Fusion Packaging, for example, has undertaken one means of addressing this trend by developing packages that don’t require an overcap. These designs not only require the production of one less component, they also provide brands the ability to promote the advantage of no leaks or spills when the product is in a closed, locked position. When packaging is designed this way, consumers don’t have to worry about the loss of an overcap, and this makes the advantages twofold—less packaging components to produce and a happy end user.