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Influence From the Outside

By: Robert F. Brands
Posted: April 4, 2012, from the April 2012 issue of GCI Magazine.

page 5 of 5

Product convergence. Think about package design in the context of today’s blurred new product categories. Cosmetic formulations are evolving to become more active, such as color cosmetics that boast anti-aging properties, sun protection and/or moisturizing. As formulations become more complex, they will continue to require more advanced package design and technologies.

Innovative developments. New material and technology developments come from all sides all the time. For example, in the newest generation of aerosols, bag-on-valve (BOV) technology holds tremendous promise. In BOV, a pressurization agent (typically air or nitrogen) surrounds a product-filled pouch. Depress the actuator, and the air presses against the pouch to dispense the product. Watch for this technology in hair care and shaving products, as well as soaps, deodorants and more.

Conclusions

In the beauty industry, brand owners and packagers strive to set the packaging design trends that build brands and sell products by delighting consumers. Beauty products have just a few precious seconds to capture the consumer’s attention at the point of sale, and to make a connection, the packaging has to make an impact. Then, the product also has to prove itself effective and be able to provide a lift to the consumer for every day after.

Differentiation is what makes an impact and builds brands. Strong brands soften the impact in times of economic uncertainty and help accelerate growth in times of greater prosperity. Thankfully, after years of extreme thrift, consumers are now cautiously looking for more small daily indulgences. Hopefully, this trend will continue unabated as consumers seek out and purchase more of tomorrow’s imaginatively designed beauty products to lift their mood—and strengthen brands.

Robert F. Brands is president—the Americas, of Lindal Group, a worldwide leader in the design, manufacture and sale of valves, actuators and spray caps used in aerosol products. In his career, Brands has led worldwide teams responsible for marketing and sales, operations and R&D for a wide range of personal care and consumer product companies.