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The New Age of Antiaging
By: Jeff Falk
Posted: August 11, 2009, from the August 2009 issue of GCI Magazine.
page 5 of 8GCI: How are you rising to meet demand for ever newer, better packaging?
Virginie Lemeunier: The emphasis remains on development of new and/or enhanced products, components, decoration techniques, materials and global supply chain management. It’s a never-ending challenge to exceed the requirements of our customers and deliver exceptional packaging solutions that are standouts on the retail shelf. Recent examples include our Nea and Prodigio lotion pumps, both developed to protect today’s formulations. Remember that, throughout the world, consumer expectations for superior packaging continue to rise—not just in so-called mature markets, but throughout the Pacific Rim, South America, Eastern Europe and more. And, not only in the prestige category, but in masstige and mass segments.
GCI: How does packaging help communicate a message about performance?
Virginie Lemeunier: The ergonomics, tactile sense, shape and color and mechanical operation all combine to communicate brand-essence to the consumer. Two quick examples: Smooth lotion pump actuation offers consumers a pleasing end-user experience and enhanced functionality, while airless packaging preserves formulation integrity for the life of the product, which minimizes waste and enhances value.
GCI: Has packaging taken on an even greater importance for a product’s retail success as consumers willingness to spend has diminished?