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The Total Sensory Package

By: Lisa Doyle
Posted: March 25, 2014, from the April 2014 issue of GCI Magazine.

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Grassi notes the grouping of sound, sight and touch make for a complete sensorial package with Albéa’s Panache dispensing platform. “The soft actuation, the cloud effect of the deep and full fragrance spray, and the ‘whispering’ sound all combine to create a special multisensory experience that the consumers savors with each usage,” she says.

Indeed, involving all the senses works well for Anisa International’s Isotonic Brush Wand. “It features several brush heads on one handle that can be interchanged and stacked using magnetic force,” says King. “The strong, utilitarian look of the outer packaging, the clicking noise made when the brush heads are interchanged, and the feel of seamlessly switching the tool around to create the makeup look you want—all of these multisensory packaging elements mirror the ease, efficiency and compactness of the product itself.”

Smell

The smell of the product also is often of paramount importance, and the beauty industry may even be seeing scented packaging as a trend in the near future.

“We’ve been pitched the idea of using fragranced inks and coatings by some printer partners, so clearly there’s a push to involve more of the senses in purchasing decisions,” says Dudlak. “We rely strongly on the tactile experience, almost as much as the visual one, for our own packaging, so we’re always interested in new ways to communicate with the end user at this level. Incorporating new and unconventional materials is one way to get this done, and we’ve seen it happening already as designers get more creative and the technology improves.”

A Sensory Experience

Touch and sight are already of paramount importance in the development of good beauty packaging, but smell, sound and maybe even taste may be rising ways to help set your brand’s products apart on the shelves. Watch trends in materials and technology, as well as in other industries, to find ways to tap into unique elements for your beauty product packaging to help really get some attention.

Lisa Doyle was formerly the associate editor of GCI magazine and is a freelance writer in the Chicago area. Her work has appeared in Skin Inc. magazine, Salon Today, America’s Best, Renew and Modern Salon.