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By: Sheherazade Chamlou
Posted: August 26, 2014, from the September 2014 issue of GCI Magazine.
- Customizing stock packaging options can be a great way to give a beauty product a unique look without breaking the bank.
- Work with packaging suppliers to learn about the different techniques they can offer for customizing stock options, including different sizes and shapes, as well as decoration and color capabilities.
Advances in technology and social networking are exposing consumers to new things at a rapid pace, and, as a result, people now expect some level of change almost constantly. Therefore, beauty brands are refreshing their packaging more frequently than ever before, balancing the need to maintain familiarity with the need to stay relevant by driving change. Packaging plays a key role in defining a brand and driving relevance in this fast-paced market. Revitalizing packaging is an opportunity for both new and established brands to break out of the clutter and to let their identity shine.
In an industry that puts an emphasis on aesthetics, picking the perfect package to complement a fragrance, color or personal care product is a critical step. And every packaging decision begins with the same question—custom or stock?
Several years ago, it was inconceivable for prestige brands to use stock packaging. However, given the short product-to-market lead time in the beauty market, tightening budgets and the shorter life cycle of specific products, more and more prestige brands are choosing stock packaging that can be heavily customized to create a look that is uniquely theirs. And in today’s market, with many beauty brands and personal care product manufacturers coping with just-in-time production, using stock bottles can be a big time-saver while also reducing up-front capital expenditure.
So, how can stock packaging be customized to offer a variety of visual and textural bells and whistles without taking a bite out of the bottom line while still creating a new look?