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Integrated Packaging Management

By: Dieter Bakic
Posted: August 7, 2007, from the August 2007 issue of GCI Magazine.

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Recently, DieterBakicEnterprises developed a tailor-made design for Nivea Beauté. When making the decision in favor of an individual design, the significance of the brand plays the decisive role. The design reflects the long tradition of the Nivea brand and emphasizes its authenticity and quality. The well-known visual key elements of the brand—the clear blue and the round form—are mirrored and translated to the product world of decorative cosmetics. The bridging of the packaging design and marketing communication in terms of content and form has been developed in detail in a creative marketing story that serves as the basis for the integrated brand communication.

The decision between individual and standardized design is not always as obvious as in this case. The number of possibilities has further increased with the concept of mass customization. As a result, the integrated approach is vital for clearly organizing the large number of options. In addition to the strategic and conceptual level, comprehensive packaging management is related to the operative implementation in the many individual production steps: Is there a well-coordinated design for the bottles, tottles and jars in a line? Are all of the components technically compatible? Do the colors match exactly? Are there possibilities for a more sophisticated look through surface effects? Which form of printing is selected?

A great deal of time and patience is necessary if these questions are left up to individual specialized suppliers. Handling all these aspects through one company that covers all of the development steps with full service packaging saves capacity and money, offering the client considerably more value. The cosmetics industry is changing at a fast pace, which is currently one of the greatest challenges for the packaging management. All processes must be continuously monitored for possible time-saving potential.

For the U.S. salon brand Joico (Shiseido Group), DieterBakicEnterprises translated the ambitious slogan of “art and science bottled” into eye-catching packaging. Within a time period of eight months, the complete packaging line was developed for approximately 100 SKUs. In December 2005, the new packaging was introduce to the U.S. market. In 2006, the relaunch was promoted in Europe. The new key element of the product line is a slender, asymmetrical bottle from the DieterBakicEnterprises’ range of standard designs. The new color code for the product line includes six different metallic colors for the bottles and 12 for the caps. The complete delivery process—from design to tooling and color coordination to production, decoration and logistics—has been managed by DieterBakicEnterprises. Joico proved to be a successful example of the enormous potential of integration of standard solutions toward accelerating development cycles.