We are a globally regarded producer of cosmetic packaging. Our position in the market is the result of our extensive experience, wide product range and long-standing business relations. Politech is an innovative company with Polish-only capital.
Production of injection moulds, i.e. the benefits of possessing a tool shop
Comprehensive customer service is a dream for many companies. However, some companies add services to what they offer only to attract prospects to their main sources of revenue. However, such changes should be dictated by market requirements and the desire for continuous development. From the very beginnings, we based Politech’s operations on the assumption of having our own tooling department. This was to ensure complete control over the injection mould creation process and, consequently, the possibility of quick repairs to moulds on site as well as offering real customer support in the project development process, from the initial idea to the finished product.
We are committed to full cooperation with our business partners and offering them access to information on their injection moulds as well as those moulds created for individual orders. Our openness and increase in customer awareness during the production process right from the injection mould creation stage has resulted in increased trust towards our company.
This, in turn, has translated into a growing number of individual orders, becoming one of our essential specialities. The largest global cosmetic companies have “made themselves comfortable” in our facility, appreciating the ability to control the production process through one supplier, from the idea to the finished product.
Invaluable toolmaking experience
An on-site tool shop also provides a number of advantages that no external tool shops can ensure. This is because our personnel form a vast repository of knowledge about the creation of moulds and the tools necessary for the cosmetic product packaging manufacturing business. Like any industry, this one has numerous specifications, and the years of experience of our qualified staff protect us from unnecessary losses of time and the avoidance of mistakes. Our understanding of the cosmetic market, the requirements of the companies, as well as the requirements of the final client means that having a tool shop focused on the production of moulds for cosmetic product packaging has become the biggest competitive advantage here at Politech.
Development using the tool shop
It is also worth remembering that our tooling department is not only able to create new injection moulds. Many other tools and the small elements necessary for the production or decoration processes are also manufactured here. Ongoing support of the paintwork line and preparation of elements used in the process of metallisation, or continuous support for the assembly department, are only few of the benefits of such collaboration between departments.
Politech – a European Leader
Thousands of small tools, hundreds of mechanical devices, numerous and increasingly automated machines all constitute equipment that can be useful in many crisis situations at a production company. When well-managed, a tool shop does not have to be a disadvantage, and it can actively support various departments.
Ultimately, our tool shop is not only a means to creating injection moulds, but also serves as a back-up facility for the entire company. This is also why customers can access full knowledge about their moulds and our production potential for standard and customised products. The free flow of information allows our partners to plan short- and long-term activities more precisely. So working with us at Politech means not only high quality production and decoration, but also a full range of information on current production or work in the tooling department. These are the strongest competitive advantages that ensures we remain a European leader in our industry.
What is Slow Life and how was it created?
The beginnings of this type of lifestyle date back to the 1980s, when all Western countries were already filled to the brim with fast-food restaurants, and the number of huge corporations, treating people more like digits on a sheet of paper than living beings, was rapidly increasing. It was then that Carlo Petrini, an Italian food critic who had grown tired of junk food and an ever-faster lifestyle, expressed his opposition to the contemporary way of life. Petrini’s opinions were noticed by the mass media and he quickly gained considerable popularity. The Italian critic emphasised that we should maintain balance in our lives, and when it comes to food, we should always choose healthy ingredients and avoid any and all convenience foods.
The most important rules of Slow Life
According to “Slow-Lifers”, the most important principles of this lifestyle include reducing haste, maintaining a balance between work and private life, rich relationships with loved ones, opposition to materialism and a healthy way of life. According to the guidelines, we should also limit the number of things that we own, keep our house tidy, make rational and responsible decisions and avoid negative and aggressive messages often present in the media.
Criticism of Slow Life
Like any lifestyle choice, Slow Life has its opponents as well. Critics accuse this idea of being suitable only for more prosperous persons. For example, although owning fewer things seems to be a suitable solution for financially disadvantaged people, replacing several cheap items with one high-quality brand product may often prove impossible due to its excessive cost. In addition, critics indicate that reducing the number of working hours in order to devote more time for our family is impossible in the case of people earning low wages, as well as those who need to undertake additional work just to make ends meet.
Some even refuse to consider Slow Life a new and revolutionary trend altogether. Its opponents often state that this way of life is quite simply a return to our roots, to the era before fast food restaurants, large corporations and cell phones existed. Critics also believe that civilisational development should not be hindered by futile attempts to “go back to the old rules”.
The impact of Slow Life on the cosmetics market
Throughout the course of a recent study called “Slow Life in Poland 2018”, a lot of work was devoted to determining the kind of cosmetics that Slow Life proponents would most likely choose. The features of such products overlap with customer expectations towards natural, eco or bioproducts in the majority of cases. However, several important features of these types of goods extend far beyond the scope of issues related to their production and composition. The factors that people living in accordance with Slow Life principles value the most are product effectiveness and efficiency. Other desirable traits include the products being pleasant to the touch, a relaxing experience during their use, as well as their origin, with Polish and even specific regional products held in the highest regard.
According to Slow Life principles, the composition of cosmetic products should only be limited to the necessary ingredients and should contain no preservatives, artificial aromas or similar substances. All of these requirements facilitate the rapid growth of the bio, eco and dermo-cosmetic product markets. Even in the case of the perfumes market, scents created only with the use of natural ingredients and even those using eco-friendly packaging are becoming increasingly popular.
Of course, due to the aesthetic requirements of Slow Life, packaging changes in the case of products designed for this group of recipients are also necessary. Minimalist labels, pastel colours, references to nature, as well as wooden caps and containers made of recycled plastics are always a great choice in this regard.
Slow Life – another step towards naturalness
It is evident that Slow Life is yet another idea that aims to direct our society towards naturalness, sustainable development, a healthy lifestyle and ecology. Of course, its scope extends well beyond purchasing cosmetics, nonetheless, it is yet another requirement that modern consumers have towards producers. Each subsequent social movement and every such group, be it bio-product supporters, or opponents of using artificial additives in cosmetics, will influence the market in new and often unpredictable ways. The question is, what kind of strategy will the world’s largest cosmetics producers choose? Will they cater to the wishes of the customers? Or will the customers themselves have to change their expectations?
Trends are among the most frequently recurring themes in all articles, publications or presentations regarding the cosmetic packaging market. Predictions about future trends are made on the basis of cultural changes in society, the financial resources of consumers or even other trends coming from completely different industries. The most popular source of inspiration is the fashion industry, especially since many well-renowned designers work there. However, even in the case of such experts, issues related to technological factors, production difficulties or the availability of materials still apply. If this is so, then what can actually change the packaging market? Is it the projects of creative trendsetters? Or perhaps the development of production technology?
Minimalism and production possibilities
Minimalism has remained among the most influential trends for years. But if this is the case, why is it that there are so many cosmetics with richly-decorated packaging on the market? And why are there as many cosmetic products with decorative bottles or caps as there are those with rather simple and economical ones? Of course, this is highly dependent on the target group for a specific product, and this is a factor that can have a huge impact on the choice of packaging. For example, it is no secret that customers in the Middle East like golden ornaments and decorative elements resembling precious stones.
It is equally easy to notice that products designed for the American or European market are also often characterised by their unusual designs and various, original decorations. Examples of such perfume products include: Paco Rabanne Pure XS, with a decorative, gold snake-shaped cap, L’Air Du Temps Niny Ricci with a multi-coloured bottle that has a decorated silver ring at the top and a pearl cap in the shape of two doves, as well as Anna Sui Fantasia Mermaid with a gold, siren-shaped cap.
This begs the question as to why trends do not proceed in a single direction. The reason for this may be a strong desire to create something completely new and unique, often with the use of modern technologies. It is often the case that packaging manufacturers encourage perfume producers to try out new production methods, thanks to which their products will certainly stand out on the market.
Technological changes that affect the market
Technologies for processing the three materials from which cosmetic packaging is typically produced are constantly evolving. Glass, paper and plastics can already be processed in numerous ways, but thanks to the introduction of innovative machines new ways are being developed all the time. Therefore, it is hardly surprising to see processing companies wanting to utilise the expensive modern technologies that they have just implemented to the fullest extent. In turn, clients who see these new products offered by their suppliers quickly begin to consider introducing new goods, using a type of packaging that no competitor has yet developed.
Through this, progress in both technology and industry affect the way in which the packaging market itself will develop. These changes are not always compatible with current trends, however. As such, among the new products on the market, we can encounter those that are inspired by trends, cultural shifts and public concerns, as well as those that are the result of the willingness of producers to present something new, unprecedented and outstanding to their customers.
Which route should we choose?
When introducing new products or creating new packaging for their existing product lines, manufacturers always face a difficult choice. Is it better to design a package whose colour is in-line with the current fashion trends, or choose a colour that is not yet attainable to our competition? Should we choose a simple and minimalist shape? Or should we allow our supplier to design a top-of-the-line cap that looks like a true masterpiece? Is it more reasonable to opt for more traditional decoration, created with the use of galvanisation? Or perhaps decoration created with the use of metallisation, which is developing very fast and is becoming more ecological? Of course, all of these choices are highly dependent on the relevant marketing factors such as our target group, the target market, the necessity of adjusting the appearance of the packaging to match the rest of our products, as well as many others.
Balanced market development
As a producer of cosmetic product packaging, we are perfectly aware of the trends among our clients. A very important factor is that currently the market is in a state of equilibrium. We receive as many inquiries regarding simple patterns, including standard products, as we do regarding complex, multi-element and individually-customised projects. Some customers decide to choose the latter solution after we present our growing technological capabilities to them. These extensive production capabilities are the primary factor that makes our clients desire amazing and unique designs for their products. And of course, we will be more than happy to help you choose the perfect perfume cap or cosmetic jar for your product.
What is metallization?
Most plastics can be decorated in many ways, so they are considered to be very versatile. One of the most popular methods of such decoration is metallization. But what is metallization itself? It consists in applying a very thin layer of metal to the surface of previously prepared plastic. Interestingly, such a process changes not only the external appearance of the object, but also affects its physical properties!
Metallization provides increased hardness, resistance to damage such as abrasion or higher temperature resistance. In addition, the metallization of the detail protects the material against the influence of light or chemical compounds.
Types of metallization
Several metallization methods have already been used in industry, and this branch is growing all the time. While there are not many new methods, existing ones are subject to numerous upgrades, automation and other operations that make the process more and more stable and very effective.
Metallization can be applied via spraying, galvanic, contact and diffusion methods. There is also a fire method in which the object is immersed in liquid metal. Politech specialises in the metallization of cosmetic packaging of various types, using the vacuum metallization method. The company has two painting lines and two metallizers adapted to medium and large orders for both silver and colour metallization. In addition, in the new plant in Bydgoszcz Industrial and Technological Park, Politech created an automated painting line combined with two metallizers, adapted to large-series orders.
Advantages of plastic metallization
The shiny, almost mirror effect or interesting matte surface obtained by metallization are not the only advantages of this type of decoration. Politech has many years of experience in preparing colour metallization. This operation not only emphasises the luxury of the packaging, but also allows for distinguishing and individualising the design. Blue, red or even black metallization allows for perfectly matching the decoration to the character of the product.
An undoubted advantage is also the similarity of metallized details to real metal. More and more often in our surroundings we can meet seemingly metal objects that are actually metallized plastic. Elements made of metallized plastic are easier to manufacture than their metal counterparts. They are also much cheaper! This is why one such interesting solution is cheap, metal-like disposable cutlery subjected to this method of decoration.
Metallization around us
In addition to the market of cosmetic and perfumery packaging, metallization is also often used in other industries. Probably the most metallized items around us are found in the cars that we drive. Car headlights have metallized reflectors that direct the reflected rays of light in the desired direction. Due to the excellent reflective properties, this method of decoration is also used in the production of lamps and lampshades. House ornaments and handles in the furniture industry are also increasingly becoming subject to metallization.
Metallization is also used in many household appliances and modern electronics. This method is further used by the aerospace, shipbuilding and telecommunication industries. In your environment you will easily find metallized objects during Christmas, because it is one of the most popular methods of decorating Christmas balls.
Metallization is also used in many household appliances and modern electronics. This method is further used by the aerospace, shipbuilding and telecommunication industries. In your environment you will easily find metallized objects during Christmas, because it is one of the most popular methods of decorating Christmas balls.
The belief that in the past people did not dream about having luxury goods and products made by “known brands” is certainly mistaken. The wealthy often boasted about having fabrics imported from India, perfumes from France, or suits sewn by the best tailors. All kinds of such luxuries were, however, reserved only for the richest social groups. These days, even the wider public is able to enjoy such “little pleasures”. What is the cause behind that? Is our society indeed gaining wealth at a pace that matches the growth of the luxury goods market or have we simply become vainer and more wasteful?
The psychological effects and the hidden value
Several years ago, clothes with those three characteristic stripes or cars made by Western brands were the symbols of luxury and a reason for jealousy. Today, such goods are already available to a much broader group of consumers, yet, using products or services provided by known brands still affects the well-being of consumers to a significant degree. Additionally, a factor that is connected with the increase in self-esteem is the fact that a given brand is often associated with specific values – usually the type of values that the consumer admires.
Well-known luxury brands
The premium products market has such a broad range today that it could easily be divided into many different subcategories. This is best evidenced by the fact that most luxury products and services have certain minimal acceptable prices, but at the same time, there is practically no upper price limit for them. Wines could serve as an example in this case. It is beyond doubt that a reasonable upper price limit for this type of luxury products does not really exist. The right logo, packaging, history behind the brand, place of origin, the year of production, as well as the production process and many other aspects – to the buyer, each of them may represent a unique kind of value that can only be measured by the amount of money that they are willing to pay for the product.
Of course, “higher-end” products are still unavailable to a typical consumer who only earns the national average. The fact remains, however, that the average consumers are able to afford premium brand products increasingly often.
Luxury is slowly becoming a standard
On one hand, the ever-growing need among consumers to belong to higher social groups, as well as the constant aspiration to increase their standard of living, both significantly affect the increase in luxury product sales. On the other, the growing earnings, the release of premium product lines priced similarly to the standard equivalents as well as the release of cheaper products by well-known brands make it increasingly easier to experience a bit of luxury. An example of the trends mentioned above may be, for instance, the sale of Versace perfumes or Wittchen bags in stores such as “Lidl”.
The luxury cosmetics market
The total value of the luxury products market in Poland is steadily increasing. In 2018, this specific industry was worth around PLN 24 billion and has observed a 13% increase in comparison to the previous year. A similar trend exists on the cosmetics market, where the average growth rate for 2018-2023 was expected, until recently, to reach 6.2%, but after the success of 2018, it seems that the actual growth rate may be much higher.
Despite its rapid development, the Polish luxury cosmetics market is still 17 times smaller than the French market. However, this is a reason to remain optimistic, as Polish consumers will certainly strive to attain the same level of life as the one in the Western countries. This, in turn, may accelerate the development of the premium market even further.
The Polish luxury cosmetics and perfume markets are still several times smaller in comparison to the Western European markets, nonetheless, they have been growing steadily for many years. If we look at the forecasts from several years ago, this increase exceeds the forecasts. The growing number of prosperous Poles will drive the demand for this as well as other categories of luxury products.“ – said the Head of the Communication Department of Dr Irena Eris brand, Joanna Łodygowska, in an interview with wirtualnekosmetyki.pl portal regarding the current market situation.
Will the trend of luxury goods lead to the demise of cheap perfume brands?
Along with the expansion of the luxury products market, including the perfume market, there were many doubts regarding the future of other segments of the fragrance market itself. Eurotrend International has even carried out a study to assess the impact of the growth of the luxury perfume market on the mass market of these types of products. For example, due to the increase in wealth among US citizens as well as the increased demand for luxury products, the sales of cheap perfumes to mass customers in America have reduced by half since 2000.
The fashionbiznes.pl portal states that rich customers spare no expense on perfumes, as they want their fragrance of choice to be unique. At the same time, the less affluent consumers still buy the products of the same luxury brands, albeit cheaper ones. As such, customers are evidently less likely to choose cheaper perfume brands…
“Good morning. I would like to order a specific quantity of caps for perfume bottles X in colour XX for tomorrow”. We answer such calls and e-mails very often in the Politech sales department. We always appreciate contact with our customers but at the same time we cannot meet the requests for the purchase of products in stock. Why is that so? It’s simple. We do not any stock products. Each product batch is made per order which is much more beneficial than selling stock products.
Sales of standardised products by Politech
Streamlined communication between the Politech sales personnel and the customers is the basis for sales of standardised products in Politech. The first step in the process of ordering a standardised product is a request sent by the customer. In return, the customer receives all the information on the estimated date of delivery, the price for the products and the available colours and styles. After selecting the colour, type of varnish or metallic finish, the customer receives the final offer; after the customer’s acceptance, we start production.
Benefits of bespoke production
This business model comes from years of experience and was inspired by opinions of our customers who themselves pointed out the advantages associated with such a method of operation. What are the benefits? Low prices, higher quality of products, and full customization of products and production quantities exactly matching our customer’s requirements.
Where do these benefits come from? The prices for the products made in advance would have been much higher because our company would have to pay for storage, including the extension of the storage area, the utilities, the wages for the increased number of personnel, costs of purchase of warehouse equipment and operational costs. Moreover, that would bring about the need for compensation in the product prices for the money “frozen” in the products already made and being stored.
What is the impact of the prolonged product storage on the product’s quality? The longer the product is stored, the more stock taking and inspection procedures it takes, the higher the risk of damage to the product, or simply ageing, such as product fading or yellowing. Obviously, such ageing processes take years to occur but without the ability to predict the quantity of orders, the products in stock would not pass our stringent quality tests due to prolonged storage. And that would lead to the need for extra production, which in turn would result in higher product prices… Apart from that, it would lead to keeping a specific number of the particular product in stock which would have led to the need for extra production.
If there were products in stock, it would have been almost impossible for us to offer customized products. The customer’s choice would be limited only to the colours and styles available in stock.
Politech offers standardised products such as caps for perfume bottles, rings and jars for cosmetics. Every item and even individual parts of the items may be ornamented using the following methods: vacuum metal coating, UV varnishing, hot-stamping or full body colouring. Other options available: matt finish, glitter or pearl effect. That way, the range of possibilities is really huge and if we sold stock products, it would hamper the imagination of our customers and limit our development.
We are looking ahead and seeking new technologies and personalisation possibilities, so we chose bespoke production as the sales formula. With increasing number of possible designs, colours for metal coating and new standardised products in our range this is the best sales system for us. We are open to any suggestions on improving the purchase process and on any other opportunities to meet your expectations.
Perfumes perfectly complement our personality and look, make us more courageous and catch the attention of those around us. They give us that special something that makes us stand out, that sets us apart. Good perfume is pricey, and if we want to spend a specific amount on it we should make a choice that we will not regret and that will have a positive effect on how we are perceived by others.
We should get ready before going shopping. A few tips can help us avoid failure. So, how can we tell which perfume is right for us? We have to start from scratch. First we should get our budget straight. Then we try to remind ourselves about the differences between perfume, eau de toilette, and cologne. They differ in the content of extract and, of course, price, which we should check at home before going shopping. This helps us adjust the product to our budget.
Before you go shopping
Before you go shopping, please remember to not use any perfume, deodorant, or even strong-scented cream. When a fragrance is mixed with your cosmetics, it may have a different smell.
But the next question is where to shop? Reliable beauty supply shops and perfumeries with a good reputation are the best choices. It is best to avoid bazaars or unreliable sources. It saves us from buying fake perfumes which may not last as long as the original ones and may not be dermatologically tested; we do not know how our skin would react to them.
Once we get to a perfumery or a beauty supply shop, we should walk straight to the department which interests us. Our nose is a very sensitive organ which quickly adapts to the scents in a shop or during perfume testing, and may become tired from too many surrounding fragrances.
What kind of perfume do you need?
We should determine our needs while thinking about buying a perfume, regardless of whether it is the first time we are buying one, or if we are picking up a new one to add to our collection. Will the perfume complement our everyday professional look? Are we planning to buy a fragrance for evening wear? When facing the shelves full of different perfumes, remember that manufacturers try to adapt the packaging to the perfume characteristics. A woman who is looking for an intense perfume for evening wear can skip the perfumes wrapped in light green packaging. That colour is used for fresh and delicate fragrances.
How to test perfumes
Beauty supply shops should never run out of perfume test strips, i.e. blotters; however, the best way to test perfumes is by trying them out on our skin. So remember not to test them by spraying them in the air, on someone else, or onto clothes. This can negatively influence your choice of fragrance. It is best to use your wrist or forearm for testing. However, if you do not like anything after four tests, you should leave the shop for a moment or… smell coffee. Coffee beans are found in perfumeries and beauty supply shops more and more often because the intense coffee aroma clears our nostrils and helps us test a couple more perfumes.
While spraying perfume onto the skin of the forearm, you should also remember to wait a moment before smelling it. After a couple of seconds, alcohol evaporates and we can smell the head notes – the notes that you smell for the shortest amount of time. To smell the true notes of the perfume, you have to wait a dozen or so minutes.
Sometimes choosing the best perfume requires several visits to a shop. We can wear different perfumes sprayed on our wrists for a whole day and then assess them. During our next visit to a perfumery we check two other perfumes until we find the right one, memorising or writing down our comments on particular brands. At the end, we compare our favourites and we have a winner!
Give yourself a choice
As we mentioned earlier, the nose is a very sensitive organ that gets tired quickly and gets used to one fragrance. As well as this, our partners and loved ones get used to our perfume. That is why it is good to have a couple of fragrances and use them interchangeably or depending on the occasion.
Since 2000, every December the Pantone Color Institute chooses a colour that, according to studies, will be the keynote for the next 12 months. Many people claim that the institute, with its current status, creates the trends instead of forecasting them. However, the only important aspect is that the trends in different sectors of trade and life in the 21st century are changing ever more rapidly, leaving consumers trying to keep up. Of course, those companies that move with the times and quickly adjust their products to trendy colours, patterns, textures, scents, and most importantly, consumer behaviours, expectations and experiences, benefit from doing so.
Early in December, the Pantone Institute chose “Living Coral” as the colour for 2019. It is a pastel shade of salmon pink. However, according to Pantone, the colour is enriched with a mix of gold shades. Considering the institute’s accuracy in indicating the trends in marketing, manufacturing and sales, we can assume that shops will soon be swamped with products in the colour, as they were with the pastel shades of blue and purple in the past.
Minimalism has remained popular for many years, and recently it has seen a change in form to mix shades of white and grey with an austere style featuring strong accents. A combination of white and distinctive colour elements is likely to be strongly apparent in the packaging industry, where minimalism in a graphic form, with a white background, will be complemented with catchy colourful details.
What Else besides Colour?
According to fashion sources, including the most famous fashion brand creators, 2019 will be the year of ovals. The first signs of this trend were already visible in the market by the end of this year. They were particularly visible in the furniture industry, where futuristic forms were preserved, with ovals replacing sharp edges and slants.
Functional Use of Stone
Stone finishes for perfume packaging, or a style which combines the austerity of stone with the robustness of green plants, are already a thing this year. The use of stone elements as everyday objects, such as tables, is expected to gain popularity in the upcoming months. In the packaging industry we will still see patterns imitating stone, or caps and bottle decorations that resemble solid rock.
A Conscious and Mindful Consumer
Growing consumer awareness greatly affects the retail trade. Consumers know the marketing tricks used by famous brands, carefully analyse the ingredients and choose healthy products. Not only do they care about their health, they also pay attention to environmental protection, including that of animals. This is why all products tested on animals are becoming less popular. A perfect combination of health, environmental and animal awareness is shown in recent educational campaigns on the harmful effects of palm oil, which is used in many food products, and the damaging effect of oil palm plantations on rainforests and their inhabitants.
Even if consumers manage to avoid the harmfulness of the products they buy, they cannot avoid “selling” their privacy. Companies are becoming greatly interested in gathering their clients’ data and shopping preferences, or information on consumer behaviour. Permitting personal data processing, enabling location in devices, and accepting terms and conditions are becoming an annoyance for consumers. However, the profits from processing the product recipients’ detailed information are so high that companies will start regularly offering discounts on all loyalty programmes related to the processing of at least part of their personal data.
The Senior Market
Next year, the percentage of people in Poland who are at least 65 years old will reach 20%, and will continue to increase while the number aged 15-64 decrease. By 2025 the size of the latter group will decrease by 2 mln. This process is common in developed countries, which means that in the future more and more products will be dedicated to seniors. Companies across different sectors will need to satisfy their preferences.
However, this does not mean that we will soon start using landline telephones again, furnish our living rooms with wall units or that the Turkish sweaters will become a huge hit for the clothing industry. It is important to remember that the people joining the group of seniors are increasingly often those who have already lived several years in the digital era. Computers and online shopping are not new to them, and they have already managed to build their consumer awareness to some extent.
Online = Mobile
The trend for moving shopping from stationary devices, even laptops, to smartphones and tablets has been strong over the past few years. In 2017, the majority of web traffic originated from mobile devices. Currently, this trend is visible in the total number of online purchases. It is hard to fight such a strong trend. Making a website suitable for mobile devices, the simplification of payments or the introduction of an online shop are ideal moves for any company that operates online.
These trends are only part of those shaping the market for 2019. Fashions change so rapidly that some industries see new trends every few months, related to the seasons. Of course, not all industries follow trends that last a couple months, but being ready for trends like minimalism, the use of stone, Pantone colours, products for seniors or mobile customer service are tendencies that must be taken into consideration in sales or marketing strategies.
At some time or other we have all taken something in our hand, only to discard it as tacky, shoddy or too simplistic for our tastes. The same applies to the packaging used for cosmetics, or its parts. Heavy packaging with thicker walls is considered sturdy and more luxurious by customers. Of course, this is not always the case, but this does not change the fact that cosmetics and perfume manufacturers have taken greater efforts to convince their customer base that their packaging is indeed luxurious, such as by increasing its weight.
Packaging market over the years
The cosmetics and perfume packaging market is now dominated by two material groups – glass and plastics. Glass as a material has, of course, a longer tradition in the industry, its history spanning the several centuries since it replaced ceramics.
The 20th century saw different kinds of plastics emerging as competition. These new materials did not crack as easily, their production became increasingly simple and relatively inexpensive, and they could be produced on a mass scale. This has resulted in plastics replacing glass for good in many cases. However, the plastics used in the cosmetics industry are typically a great deal lighter than glass, which has proved to be an important variable, one which frequently influences customer decisions.
We are nearing the third decade of the 21st century, and perfume flasks are where glass is making its final stand. Many cream manufacturers opt to use jars made of plastics like Surlyn, which is extremely similar to glass. Other cosmetic products made the switch a long time ago, opting for dispenser bottles, sticks and tubes.
Why is weight associated with luxury?
Whenever plastics begin to dominate, though, the issue of packaging weight is raised. Light packaging with thin walls is often subconsciously assessed by customers as tacky, shoddy and too common-looking. Customers want products whose characteristics place them in the premium category, and that means products that are heavier. The plastic packaging industry has not had its last word, because even now there are plenty of other ways to lend an air of luxury to products made of such materials.
How to increase the weight of the packaging?
One of the options is to use new, high-density materials, or to combine regular materials with heavier ones. Taboren and Gravi-Tech are two materials gaining ground in the production of cosmetics and perfume packaging. Components made using these types of materials can be heavier than glass while retaining the advantages of plastics, e.g. resistance to cracking.
Another method of increasing packaging weight is to add some ballast. Such weights can be hidden in multi-part perfume bottle caps, as well as in cosmetics jar lids. It is also possible to make packaging walls thicker to maximise surface use and increase their weight.
Polymers appear to be at a disadvantage compared to glass when it comes to cosmetics packaging, but appearances are deceptive in this case. If we analyse the advantages offered by some synthetic compounds and the fact that particular parts can have additional ballast hidden inside, the disadvantage disappears and customers benefit twofold. The weight is similar to glass, without sacrificing the advantages of plastics.
Although many people still prefer to use one product for all seasons and situations, the more we become aware of the changing needs of our bodies, the less we tend to stick to that single choice.
Just as we select our cosmetics depending on our skin type, it is also important that our choices suit the weather conditions. While in the summer we look for good moisturisers and products that provide UV protection, there is not the same focus on selecting suitable cosmetics for the winter. And this is a mistake, as during the winter our skin is exposed to many other dangerous factors. How and against which factors should winter cosmetics protect our skin? How should we package products in the winter so they attract our clients?
Factors we need protection for during the winter
In the winter our body is exposed to many negative conditions. Sudden drops in temperatures, of even 10 to 20 degrees, can damage our skin in the long term. A cold wind can be also dangerous, leaving the skin very dry. The vapour that streams from our nose or mouth also has a risk, as it can freeze on our face at low temperatures.
One problem that remained unrecognised by the cosmetic world until recently is smog. This is another factor more frequently considered in the design of the latest winter cosmetics.
We should also remember that winter requires us to wear extra layers, as well as scarfs, neckerchiefs, hats and gloves, all of which can irritate sensitive skin and may cause allergic reactions. So which cosmetics can help get our skin through this difficult time?
What should a winter cosmetic contain to make it effective?
Winter products need to be highly moisturising and nutritious for the skin. They should contain plant oils, unsaturated fatty acids and antioxidants. Any skin irritations caused by the weather should be minimised as soon as possible. Such ingredients as aloe vera, sea algae and flax can help.
One of the most important rules for when we create protective cosmetics is that they should avoid the use of water as a constituent. Water stimulates the drying of the skin, and its presence in a winter cosmetic can be very dangerous, especially at sub-zero temperatures. Instead of water, winter products may contain various types of natural butter, such as shea butter. Other beneficial ingredients include urea, unrefined plant oils, vegetable glycerine and mango. A UV filter also works well, especially if we spend a lot of time outdoors during the winter, e.g. skiing.
Creative winter packaging
It is worth remembering that winter products and even regular products are often decorated especially for the winter period to attract clients. Winter cosmetics should focus the attention of the client as products that are helpful during this frosty period.
Therefore, to attract clients to our products, we should consider creating product lines for the season. We must also ensure that they contain good ingredients, whose effects do not disappoint the clients. The cherry on top should be the packaging, attracting the attention of potential buyers by immediately creating a positive impression.
The appearance of any packaging plays a key role in the shopping process for the customer. What is more, consumer decisions are made in several dozen seconds, with only a few being spent on looking at a single product. The process of ensuring that our goods are the ones that attract the eye of the customer for longer begin with the development of the packaging. However, to what extent do we consider the interaction between the packaging and lighting on the store shelf during this process?
When designing a product, attention should be paid to where it will be distributed and how the outlet, drugstore or boutique illuminates their shop windows and shelves. This is not standardised in any way, but is something known as light marketing, and which has long been used in stores selling specific merchandise.
Skilful use of light
How is light used to boost sales? By way of illustration, most stores selling meat tend to use light with a slightly pink hue. This makes red meat look fresh and of high quality. Interestingly, clients prefer white light for fridges offering poultry and fish. Light with bright but warm colour shades is also used to illuminate clothing and … cosmetics.
The selection of the right type of light relies on thorough research, which makes the skilful play with light increasingly popular. When it comes to cosmetics and perfumes, especially at the high-end segment, products may be picked out by accent illumination. The aim of using such a spot light is to emphasise the visual qualities of a particular package.
The packaging should be checked in terms of illumination on several levels. This includes protecting the packaging against the adverse effects of dim daylight, artificial lighting of various types and intense sun exposure. In some cases, this light may contribute significantly to fading, cracking of the packaging or chipping of the lacquer finish.
Secondly, specific lighting reveals cracks, bends and other errors in the packaging. The packaging should also undergo tests in terms of marketing – that is to check how the packaging looks (that it does not take on a different colour) under specific lighting conditions and to check it attracts the customer’s attention.
How the cosmetics and perfumery packaging interact with light
Most often the manufacturer has no direct influence on the lighting available in the store where the product is to be displayed. Nonetheless, with some general knowledge about the lighting typically used by outlets selling goods from our industry, we can already begin to adapt our packaging.
Cosmetics and perfume companies employ different tactics to attract the eye. Certainly, not all of them try to attract the customer’s attention with shiny, flickering and sparkling effects. Many companies rely on minimalism and subdued colours, which constitutes a completely different strategy. Below we will examine different examples of gaining the customer’s attention via appropriate use of light and product packaging specifications.
The bending of light is one such example. This effect is a well-known one, as it occurs with diamonds and crystals. The multitude of surfaces combined with a high level of transparency result in countless sparkles. The packaging, or an element of the same, using such an effect attracts the eye and gives the impression of luxury.
Another option to interact with light is to use staining, which shimmers in several colours or is recognised by the human eye as different colours, depending on the type of illumination. The cosmetics and perfume market is not short of packaging that shimmers in colours like a rainbow, or which looks completely different in under various hues of illumination.
Metallisation is another packaging style that uses the reflection of the in-store lighting to attract the final customer’s eye. It gives packaging the appearance of having a metallic, almost chromed coating. A layer that reflects like a mirror not only makes the packaging look more exclusive, it also redirects light and images as we find in a mirror.
It is worth considering where our product will be presented already during the packaging design phase. By being aware of what lighting is used in such places, we can make design choices so that our work enhances the product appeal as effectively as possible, and encourages the customer to make a purchasing decision to our advantage.
When, at the beginning of the 20th century, someone managed to travel to the United States, it seemed as if they had touched the edge of heaven. In the post-war years of communism, it was no easier to leave the country, and the things brought from across the ocean were becoming a kind of artefacts. There was even the expression “uncle from America”, which was automatically associated with people who sent their families incredible gifts from this great, free and often unreachable country.
Why is it the only country in the world which the Polish people were so fascinated with? Why does this fascination last until today, well into the times of easy travelling and the global village? The desire to possess goods with the “Made in USA” label is still deeply rooted in the minds of Poles, which in recent years has manifested, for example, in the strong trend of importing cosmetics from America. It is worth taking a look at this fashion and deciding whether it is a matter of blind fixation or is actually beneficial.
What is the secret of the success of American cosmetics
The Internet is full of positive comments about cosmetics produced in the United States. For the most part however, these are reviews from ordinary users, not professionals who have carried out independent comparative studies. However, if we trust the opinions of customers, we will find out that durability and efficiency are the advantages of cosmetics from across the ocean. Customers also highlight the fact that Americans have access to the most modern laboratories and the best professionals dealing with cosmetic products.
Fashionable cosmetics and perfumes from the USA
MAC Cosmetics is one of the most well-known, prestigious cosmetic brands from overseas. Interestingly, the company was originally founded in Toronto, Canada, but these products have become some of the most desired goods purchased by people visiting the United States.
Clinique is another popular brand founded by Evelyn Lauder, a goddaughter of Estee Lauder, who is the founder of one of largest cosmetics and perfume companies in the world. Clinique is known for its care for sensitive skin. In 1968, it was the first company to launch a series of dermatologically tested products. Today, its important line covers skincare and regeneration products for people who have undergone all sorts of treatments and operations.
While listing the cosmetic products from the USA, you cannot miss EOS, that is, Evolution of Smooth. The company has launched a wide range of products, but it is most famous for its lip balms, principally their packaging. Small, round cases, always in trendy colours and pleasant to the touch, delight customers all around the world.
Marc Jacobs Beauty is a brand founded by Marc Jacobs, an American fashion designer. Apart from the clothing industry, Marc Jacobs has also been successful on the global perfume market. His products gained popularity after a series of controversial advertising campaigns. Today, the rapidly growing branch of the brand is Marc Jacobs Beauty, with luxurious make-up products.
Laura Mercier products offer the best possible effects which can be provided by fully natural cosmetics. A French make-up artist, Laura Mercier, decided to set up her cosmetic company when Hollywood stars, with whom she worked during filming and photography sessions, discovered her talent. Julia Roberts or Sarah Jessica Parker were among her clients. After collaborating with Madonna, she was hired as her personal make-up specialist.
The range of cosmetic products in the USA is very rich, and it is difficult to assess them in general. Undoubtedly, there are many cosmetics on American market which are worth the attention. Some of them, due to their inaccessibility in Europe, may be a treat for many native customers.
The ethylene ionomer with a trade name “Surlyn” was developed as early as in the 1960s. However, almost 60 years on the market did not make it obsolete. More and more industries have noticed the advantages of this material and use it in a very creative way.
Surlyn in sports
Surlyn is most known for its use in sports. For many years, golf balls have been manufactured from several materials applied in layers. One of the coating layers is made of Surlyn. Due to its high scratch-resistance and low fragility level, Surlyn has in the recent years become popular also in winter and motor sports. It is used in skiing and snowboard equipment, as well as panes and fairings of motorcycles, snowmobiles and Formula One cars.
Cosmetic and perfumery industries are full of Surlyn
Another industry which has become fascinated with the properties of Surlyn is obviously the cosmetic and perfume industry. Perfume caps made of Surlyn are not treated as an average alternative for glass, but rather as its legitimate successor with a wide range of benefits. The manufacturers of perfumes emphasize the exceptional transparency of this material as well as its durability and easiness to customise it by dyeing of its mass. The product decorated this way may gain an exceptional colour while retaining its transparency, or become fully opaque. Another benefit is its good reaction to processing and moulding, which enables the creation of atypical forms.
Many packagings of cosmetics available on the market, including cream jars and nail polish caps, are made of Surlyn. Recently, using Surlyn on metallised polypropylene has become popular, as it gives the effect of a mirror under a crystalline, transparent coating.
Thanks to the innovative ideas developed in the industries which have been using Surlyn for a long time, companies operating on completely different markets have also started to notice its benefits. Some of them use Surlyn in a slightly different version than the one used for cosmetic packagings or sport equipment. Food packagings with Surlyn foil are an example of this. Surlyn foil is used by more and more companies which vacuum-pack food or close rigid packaging with foil lids. Surlyn foil ensures complete transparency, thanks to which customers are fully aware of the product quality. Furthermore, such packaging is characterised by higher mechanical and thermal resistance than its traditional counterparts, which results in better protection of the products.
Among other industries, it is interesting to note that Surlyn is seriously being taken into consideration by companies manufacturing LED lighting. Surlyn can be successfully used for replacing glass covers as well as light converging and diverging lenses. Where else can we find Surlyn? Generally, in many things we use everyday. It is used as a filling for objects made of other plastics or even metals. Surlyn coating on bracelets and other jewellery helps achieve a beautiful, shiny and transparent effect. In house decoration stores, we can find boxes or colourful clothes hangers made of this material.
Therefore, it seems that although Surlyn has been known as a material for almost 60 years, its use is still on the rise. Thanks to its perfect physical properties combined with a nearly crystalline transparency and shine, it is being increasingly used by great brands which earlier had not even thought about the use of plastics.
According to one of the most important rules of marketing, a seller should not offer their clients a product, or rather a feeling, experience or dream which the product can accomplish. This rule is well known to perfume manufacturers who certainly do not offer water that smells like orange and ginger but “an oriental and tropical sensation that every strong man who wants to keep it natural needs.” So what is the purpose of the descriptions on perfume products and why is the art of creating fancy product descriptions developing so significantly in this sector?
Can words express a scent?
When we talk and cannot find the right words to describe some phenomenon, we have two solutions to the problem. The first complement to our statement is body language and the second one is using completely different words to define the topic a little more broadly. The marketing content specialists have to act similarly while creating perfume descriptions.
So how are fragrances described? A good Content Marketing Manager can find hundreds of associations with a given ingredient, its scent or the value of the whole brand which offers a given perfume. Let’s take a look at the example of Alien Flora Futura by Mugler. The perfume has notes of citrus, Buddha wood, amber and sandalwood. What does the client learn from this description? Basically nothing. Most consumers associate a fragrance based on a maximum of two ingredients… And yet, by mastering the art of using words, one can present such a product in the loveliest way: “Alien by Mugler was launched at the beginning of 2018. The unique pink bottle, whose colour reminds you of the sky at dawn, hides a fragrance composed with a vision of light at the heart of a desert – strong and beautiful. Just like Alien Flora Futura, it makes everything possible: loving, dreaming, being yourself.”
The marketing role of a perfume description
Thanks to such a description, the customer immediately knows the product associations and the type of personality it suits. “Giorgio Armani Emporio Stronger With You Eau de Toilette for him is a version of an energetic fragrance for a modern man. The man who wears it seizes the day, is elegant and self-confident.” Additionally, such a description fulfils an important marketing role in the consumption process. A well phrased description is definitely more successful in encouraging the consumer to buy the product than a list of ingredients that does not say much about the fragrance’s character…
Perfumes that meet consumers’ aspirations
While designing perfumes, it is important to remember that a target group of customers with their qualities and the qualities which they would like to be associated with are two different things. So the descriptions should be constructed in a way that does not present their consumers exactly as they are but as they would like to and can be. The “boring accountant”, who is often used as an example, may feel the need to identify with qualities related to his dreams about being a traveller or with his “after hours” passion. “Abercrombie & Fitch First Instinct Blue Eau de Toilette is a bold and unique fragrance for men who follow their instinct and brave every adventure.” Paco Rabanne Olympea Aqua Legere, in turn, is “a manifestation of optimism and absolute happiness” which does not necessarily have to be associated with a specific personality type, rather it gives the consumer the opportunity to use the fragrance which can help make their image more positive.
Obviously the same rules apply to women’s fragrances. In consideration of the current needs of women who want to be both feminine in a traditional sense and independent as modern successful women, the brands create descriptions like the following one of Calvin Klein Women: “This fragrance is a celebration of femininity in all its aspects. It gives every woman strength and determination to fulfil her dreams and never forget about her real personality.”
Descriptions constructed in such a way have marketing power. It is hard not to believe that content marketing is becoming an increasingly desirable activity by manufacturers and sellers. The perfume sector offers many opportunities to demonstrate creativity and a knack for writing. Although the market focuses heavily on the visual design of the products, perfume descriptions seem to remain a niche that will continue to require interesting content for a long time.
Consumers work increasingly longer hours and live in a much greater rush than ever before, hence their longing for a moment’s respite that would allow them to focus on themselves and regenerate their tired mind and body. Massage, spa, beauty and wellness parlours are capitalising on this need. However, not every consumer can afford to visit such establishments… As a result, in their attempt to bring the comfort of the spa into consumers’ homes, beauty product manufacturers have been releasing more and more relaxation products which can make everyone feel as though they are being taken care of by a wellness professional.
Relaxation and skin care
There is a great deal of overlap between relaxation and skin care products, but the former puts a much greater emphasis on the process of applying the substance itself. The benefits of “home spa” products are mostly centred around the sensual experiences they provide – the pleasure begins during the application process.
Relaxation cosmetics are products which help us achieve a relaxed state and regenerate our skin and muscles better than their skin care relatives. Particles which massage the body, interesting scents and the consistency of the product itself all result in us having a good time and a pleasant sensory experience while also providing a beneficial regenerative effect.
Relaxation cosmetics – available products
Beauty shop shelves are full of regenerative face masks and bath and skin oils. Various kinds of bath additions are also very popular, placed somewhere in between cosmetics and relaxation accessories. On the one hand, the stereotypical rose petals can have a positive impact on the skin after they release their valuable substances in bath water, but, on the other hand, they can hardly be considered regular cosmetic products. Other relaxation accessories include various types of sponges, massagers, brushes, massage balls and candles. This vast array of gadgets does not overshadow the cosmetics themselves – the latter have actually been growing in number. The range of available bath salts, exfoliators and special soaps is extremely vast and perfectly demonstrates the demand for such products.
Help your customers
Dr Irena Eris is the perfect example of a company which combines skin care and relaxation in its products. The company’s product range includes a plethora of spa products. The Polish manufacturer, in addition to the regenerative properties of these products, emphasises the fact that relaxing self-massage also has a wonderful effect. The company even published an online video manual on how to perform such a massage by yourself.
Relaxation cosmetics packaging
Relaxation products are sold in all kinds of packaging, starting from dispenser bottles and pipettes to bags and the popular cosmetics jars. The latter are sold in various sizes, but relaxation products are usually offered in larger packaging compared to skin care products. Regenerating scrub or bath salt jars are often much larger than the standard 50 and 30 ml jars used for regular beauty products.
Time to relax
Cosmetics and taking care of our bodies has become something more than just improving personal hygiene. Nowadays, consumers often ritualise their relations with beauty products, deriving great pleasure from using them. They are even willing to pay a little more for a moment’s respite, relaxation and regeneration. If they have not done so already, cosmetics manufacturers should consider “home spa” products as their next step when it comes to expanding their product range. However, it is important to remember that relaxation cosmetics are not essential products, and, should their price turn out to be overwhelming for customers, they will simply forgo them.
It might seem that product packaging always corresponds to the value of the commodity. In reality, however, form often alludes to the taste, smell or composition of the product or to abstract values rather than to the actual quality of the content. How to properly select the packaging for a product so as not to let down the expectations of consumers?
Show what you are like on the inside…
The most common example of reference to the content is the list of product ingredients. Examples of such packaging are infinite. Rose-scented perfumes in rose-shaped packaging, packaging in the colour of lavender with this popular herb as the main note etc. However, it is much harder to decipher a correlation between the style of packaging and the actual product value than the fact that a strawberry-shaped bottle will contain a substance with the scent of that fruit.
All that glitters is not gold
The appearance chosen for the packaging often depends on the target area of product distribution. According to research, Asian markets are still dominated by shiny gold and scarlet packages with lavish ornamentation. Such containers tend to be used there for both low- and high-quality products. In contrast, the growing trend in Western markets is to combine high quality with minimalism. Overly shiny and colourful packages are becoming a niche for low-end products. This is not a rule, obviously, but knowing such nuances may definitely make it easier for manufacturers to reach the right target group with their products.
One of the most important values that a manufacturer can offer its consumers is trust. To win it, a manufacturer must present a trustworthy product with a quality consistent with that suggested by the packaging or price.
Soul of the product and the associated values
Aside from being able to tell us something about the composition and quality of the product, the packaging increasingly often alludes to completely abstract values. Many brands and their product batches are created to evoke notions important to the addressee – their dreams or views. This is why the market is full of product advertisements starring stereotypical characters – cowboys, businessmen, artists or travellers, while product names refer to values associated with specific personality archetypes, i.e. “Freedom,” “Confidence,” “Vision” or “Adventure.” Attempts are made to reflect the same on the packaging, which is not an easy task but clearly shows what product we are going for.
It is much easier to depict the values related, for instance, to ecology. Plant motifs or shapes inspired by nature are just a few examples of the available solutions. Popular options also include natural materials such as bamboo, or the addition of biodegradable materials, which perfectly emphasises the pro-ecological philosophy of a brand.
What packaging should we go for?
While creating a new product we should make sure that all the product components position the product at the same level. This means that price, quality and packaging should correspond to one another so as not to cause consternation and dissonance for customers. Low-quality packaging may fail to encourage the purchase of even the best and relatively inexpensive product, while an exquisitely packed medium-class substance may disappoint a customer who expected more from such a unique package and relatively high price.
Consumers love brands they can trust. If their need for trust is satisfied in each area, i.e. price, packaging and quality, they become loyal customers. So remember that packaging should allude not only to composition or to the abstract values the product is to represent, but also to the quality and price of the preparation.
Although Slow Life continues to be one of the most influential trends in the consumer market, there is also a large group of people who have a different approach to life. This group of consumers chooses cosmetics with great care, assessing their composition. They also have certain requirements related to life in a constant hurry. Instant Beauty expects quick results, 3-in-1 cosmetics, and products combining care cosmetics with colour cosmetics.
What is Instant Beauty?
Instant Beauty is a trend that is especially noticeable among women strongly committed to pursuing a professional career. People who live in a constant hurry look for products combining multiple functions, so as to be able to take only one product instead of many. Such cosmetics should give instant results, energising your skin and making it more radiant, healthy in tone and smooth before any important meeting.
What could an Instant Beauty product be like? Consumers most frequently look for products that both moisturise their skin and give it a healthy tone. They also expect the effect of “lightness”. This means that cosmetics should not be too nourishing, so as not to leave the skin visibly greasy and make your clothes sticky or dirty.
Applying multiple products at a time
Being keen to achieve instant results, consumers often combine various cosmetics on their own. Such Instant Beauty practices, however, are not always effective. Applied to your body right after care cosmetics, colour cosmetics will not give the desired result; quite the contrary, they may have a poor impact on your skin. Applying different products layer after layer, before the previous one has been absorbed, may clog up your pores.
Probiotics support Instant Beauty
With Instant fashion, probiotics are becoming ever more popular. The microbes and bacteria (usually milk acid bacteria) that they contain have a visible impact on human skin. They give quick and visible results. Probiotics are frequent components of dermocosmetics, a group of products classified in between cosmetics and medicines.
For every season
Manufacturers that target Instant Beauty consumers have many opportunities to demonstrate their potential: 3-in-1 products, combinations of white cosmetics with colour cosmetics, or lines of dermocosmetics. Still, it would be good to pay particular attention to the seasonality of manufactured products. In winter, cosmetics with a high content of regenerating substances and a nice warm scent are especially popular. At colder times, your skin needs also more colour. In summer, it is better to focus on various fruit-flavoured gels and peelings. It is also recommended that you provide products that give the skin a sun-kissed glow.
Example to follow
While creating seasonal product versions, it is good to think about a separate line of Instant Beauty cosmetics, following the example set by Revlon. All the products in this series are characterised by the combination of instant action with care. The hair conditioner makes it easier to brush hair right after application. It leaves hair moisturised and smooth. At the same time, its ingredients regenerate and strengthen your hair structure in the long-term.
The Instant Beauty Trend seems to stand in conflict with Slow Life, but only at first glance. The fans of the former fashion also tend to take a close look at the products they use, their production, composition and health impact. What distinguishes them is their desire to make cosmetics into universal products that give instant results. Although both groups actually differ only slightly, each of them should be offered a dedicated range of products, considering the growing popularity of these trends.
Sophistication, sensuality, luxury, beautiful scents and chic. Why is it that France is associated with these values? Why is it that French perfume is also associated with these qualities? Is it because of the unique plants and climate, which influences the locally-grown perfume ingredients? Perhaps it is so because the French have the best “noses” in the world? Perhaps there used to be real reasons for this, but the advantage of French perfume today only extends to marketing?
When did France become fragrance central?
You cannot really discuss French perfume without mentioning Provence and the French Riviera. This is the region which houses the largest farms of plants used in the production of scented substances. The town of Grasse is by far the most well-known point of interest in the region – the town is referred to as the perfume capital of the world, and was made famous by the movie “Perfume: The Story of a Murderer”.
In order to understand how Grasse, which numbers only a little more than forty thousand inhabitants, achieved such tremendous success in the perfume industry, it is necessary to go back in time to the 12th century. Back then, Grasse had nothing in common with any subtle fragrances. History shows that the places which smell the worst, tend to transform into powerhouses when it comes to perfume production.
At the time, Provence-Alpes-Côte d’Azur was known for its tanning industry, and leather-working was usually accompanied by a wide range of unpleasant smells. The increasing air pollution resulted in attempts to combat the stench with perfume in the 16th century. As it turned out, the local climate was very conducive to growing plants used in manufacturing scented substances, and, eventually, the perfume industry overtook the local tanners in importance. The region developed at its fastest pace during the Enlightenment, when the local workshops manufactured perfume for the most famous Paris fashion designers.
French perfume makers
The explosive growth of the perfume industry would never have happened if not for the efforts to recruit people with an extremely keen sense of smell. The so-called “noses” work there to this day, and their services are said to be worth their weight in gold. There only exist about 50 such experts, and their services are in demand among all major global perfume manufacturers.
Some of the oldest perfume manufacturers exist in Grasse to this day, such as Galimard Parfumeur (est. 1747), Molinard Parfumeur (est. 1849) and Fragonard Parumeur, named after a local master painter, Jean-Honore Fragonard.
The area around Grasse is still known for its fields of perfume ingredients, including jasmine, rose, mimosa and orange blossom. When the local lavender bushes are in bloom, the region also becomes a very popular tourist destination. The sprawling purple fields are a sight to behold, and allow one to truly understand why France is considered to be the perfume capital of the world.
Perfume capital – a well-deserved title
Considering the country’s long and rich history when it comes to perfume, it is no wonder that many of the most well-known perfume companies have French roots. After all, brands such as Chanel, Dior, Guerlain, Chloe, Thierry Mugler, Yves Saint Laurent, and Lancome come from France. Furthermore, many companies from other countries want to have their perfume manufactured in France, in collaboration with the best experts in the world.
The myth of French perfume appears to be real after all. A long-standing tradition, sprawling farms of precious ingredients, and the best “noses” in the industry – having all of these in one country seems to have a real impact on the quality of the perfume produced there.
The cosmetic market in one of the fastest growing industries in the world. The pace of growth is set by Asia, generating up to 35% sales in this market segment. Global cosmetic sales have been increasing by 6–7% annually thanks to the rising level of hygiene standards and growing consumer awareness, accompanied by increased distribution. But where exactly does the sale happen? Is it mainly in markets and in drug stores, or has on-line sales already become the most popular channel?
The history of on-line sales
The first attempts at on-line sales were made by the end of the 1980s. The turning point came in 1992 when the US government abolished the ban on the commercial use of the internet. Many companies saw their chances in the liberalisation. Well-known Amazon.com used this opportunity in the best way possible. The company debuted on the stock market as early as 1997 and quickly increased its business activity.
Online cosmetic sales
So far, there is no doubt about which skin care cosmetics distribution networks are the most successful. The vast majority of world cosmetic products are being sold in drug stores and shopping centres. A few years ago, on-line sales made up less than 10% of global distribution.
This does not mean that focusing on on-line activities is pointless. Online activity brings various benefits for both producers and customers, helping to reduce costs such as renting retail premises and staff employment, lower the number of brokers and distributors, and, at the end of the day, cut product prices. Moreover, customers get a chance to quickly and easily compare the offers of different stores.
At first, it may look like the sudden growth of on-line sales in this industry is only a matter of time. Yet in the skin care department, growth is slower than in other branches. Customers have some doubts regarding on-line shopping for cosmetics. Just like in the case of pharmaceuticals, they prefer to buy cosmetics in trusted drug stores and pharmacies. Additionally, the shipping cost of a single product often increases an overall price, making the purchase unnecessarily expensive.
E-Commerce and M-Commerce
These customers’ reservations have been the main cause of the low 10% rate of online cosmetic sales in 2015. Recently, this number has been successively increasing, mostly in highly developed countries, achieving a 20% rate in past 3 years. The pace of growth is set to make Asia reach a 40% rate in 2020.
Direct on-line sales on a producer’s website is becoming more and more popular. It helps customers avoid purchasing at unknown on-line drug stores or pharmacies. Foreign cosmetics, often unavailable in brick-and-mortar stores in the country of purchase, are the best-selling products.
In addition to meeting the expectations of customers who care about the quality of their purchased products, chains of stores have another problem to solve: M-commerce – shopping on mobile devices – is attaining an increasing share in the on-line sales market. In 2016, 12% of the overall sales on the Polish market were made in the form of M-commerce.
In this fast-evolving environment, in order to gain an advantage, you always have to be one step ahead of your competitors. Cosmetic producers are positive the Internet will sooner or later outdistance brick-and-mortar sales. It is wise to get well-prepared for that. Time, customers’ trust, and suitably designed websites and mobile apps are what it takes.
Customers are ready to test almost every novelty in the hope of finding a product to satisfy their needs. On the other hand, producers are looking for recipes targeted at the most demanding consumers. For thousands of years, the beauty industry has been looking for ‘miraculous’ ingredients. A long time ago, it was believed that there was a substance that could stop ageing. Today, customers just wish to slow down the process or find a way to ‘age beautifully’.
Ancient cosmetic ingredients
Ancient Greeks used to apply bread and milk face masks. It was believed that if those two ingredients strengthen the body when eaten, they must have a similar effect after external skin application. Egyptians used much more sophisticated creams based on mixtures utilised in cosmetology to this day, at that time enriched by animal fats or lanolin as a base and carrier. Various kinds of olive oil, wine, myrrh, poppy, and sometimes even lizard’s liver used to be added to mixtures.
Cosmetic uses of ingredients such as shea butter, beeswax, rose water, opuntia seed oil, and highly popular caviar have been widely known for years. Hyaluronic acid seems to be getting more and more successful as well: utilised mostly in aesthetic medicine, it has become an ingredient of creams and lotions. Moreover, manufacturers tend to use properties of such materials as gold, amber, and diamond for their products. But do these ingredients actually have their alleged miraculous power?
Do they really work magic?
Indeed, the aforementioned shea butter, made from vitellaria paradoxa seed oil, may have a positive influence on human body. It has hydrating and moisturising qualities, and is rich in vitamins A, E, and F, it also provides UV radiation protection. Beeswax, on the other hand, performs well in skin disease treatment. It is rich in vitamin A, helps speed wound healing, soothes irritation, and stimulates production of collagen responsible for tissue elasticity. Phytosterols acquired from opuntia seed oil work in a similar way. Moreover, this miraculous ingredient contains Omega-6 fatty acid and vitamin E.
Caviar itself must be valued for certain qualities: it is virtually packed with vitamins, minerals, and other beneficial substances, such as phosphor, iodine, zinc, magnesium, calcium, silicon, selenium, as well as phospholipids, Omega-3 and Omega-6 fatty acids, and vitamins A, D, and E.
Recently, hyaluronic acid has become a hot cosmetic item. It is a substance naturally produced by the human body, yet its synthetic substitute can be injected under skin in order to fill wrinkles and improve skin texture. As a cream ingredient, it slightly moisturises skin, although scientists indicate that its absorption on the skin surface is minimal, therefore its usage on fields other than aesthetic medicine is a sales gimmick rather than a real solution for skin issues.
Gold, diamond, and amber are said to be another miraculous ingredients. Indeed, they all show a positive influence on skin, yet they do not deserve the title of ‘special’ cream and lotion supplements. For instance, diamond has some exfoliating and lightening qualities, although it is not well absorbed by skin and so it has zero influence on human body. On the other hand, gold and amber are of some actual use. The former has anti-bacterial and anti-inflammatory qualities, it suppresses auto-aggressive symptoms, and soothes allergic reactions. Apart from that, it does not show any special qualities, and if overused, may even be health-threatening.
Amber, on the other hand, is much more interesting: as an anti-oxidant, it regenerates skin, raises the metabolism, evens out skin complexion, and contains succinic acid, a bio-stimulator preventing the loss of valuable substances in the human body.
Do these cosmetic ingredients deserve to be called ‘miraculous’ then? Certainly, each of them has a positive influence on skin, and, depending on the customer’s expectations, their usage may be highly beneficial. Yet it is worth remembering that customers should be well informed about actual effects of particular ingredients, so that they have a chance to choose products in accordance with their needs and get satisfaction from the treatment.
This is not the first time we have focused on the importance of colour in our articles, including those we publish in the industry press. This time, however, we would like to delve into the relations between colours and particular cultures. The way the brain perceives a certain colour, and what it associates it with, can differ vastly, depending how our understanding of it has been shaped by our culture, religion and politics. As a result, these factors may actually have a tremendous impact on the purchase decisions made by consumers.
The importance of colour
The influence colour has on humans has been known for thousands of years. Even though their exact effects were unknown, many conclusions could be drawn from observing human reactions to particular colours. Now we know that colours affect our brain, which in turn orders our body to secrete certain hormones to achieve specific reactions (increased blood pressure, wakefulness, increased focus or calmness).
As a result, we use colours in areas such as chromotherapy, which is a form of treatment involving the use of colour. This is a popular Chinese method for treating neuroses and depression, as well as reducing pain and the symptoms of digestive and respiratory system disorders, among others. The establishment of colour psychology as its own area of study further proves how strongly colours can influence the human body. The impacts that colours have on human health has also been an object of study by people such as Johann Wolfgang von Goethe (in his 1810 book “Theory of Colours”) or Niels Ryberg Finsen. The latter was awarded the Nobel Prize for his work on the applications of ultraviolet light in treating diseases.
Colours in marketing and sales
It was only a matter of time before colours began to be used in commerce and marketing. Choosing the right colour in the world of commerce is primarily about achieving the right packaging, a well though-out brand logo and coherent visual identification as regards employee uniforms and all other marketing and promotional activities. Which colour should be chosen depends on what it is intended to represent.
The colour of the product packaging is key in the sales process. In addition to its colour and graphics, the packaging should match the brand, the type of product, the target group, the culture it is to be sold in and even the lighting used on the shelves. As you can see, there are many factors at play here, and all of them should be taken into account, especially as no less than 65% of customers believe that colour is the single most important aspect in driving their decisions. Choosing the right colour can evoke the desired reaction in the consumer’s body. As an example, red can encourage customers to make a product purchase decision 12% faster.
Colours and cultures
When expanding into foreign markets, how our brain perceives particular colours is not the only thing we should keep in mind. It is also a good idea to delve into the local culture and learn what significance particular colours have locally. Blue might make people feel safe here, but in Mexico it is the colour of mourning. Many cultural phenomena also include colours in their names, and the associations they might evoke can be unambiguous, such as in the case of the “Orange Revolution”, “Blackshirts”, “black mass” or “grey death”.
By far the most important of these, however, are the associations with religion, power (the colours of the clothes worn by rulers) or regional beliefs. This is where differences arise, such as with white, a colour symbolising purity and innocence in the West. In numerous African cultures, however, white is the colour of demons, as well as the colour of mourning in India. Using colours commonly associated with death and mourning in business, including the packaging and cosmetics industry, does not seem to be an ideal choice. Moreover, traps like this lurk at every corner… In South Africa, red is the colour associated with mourning, while in Egypt it is yellow and, as we have already mentioned, in Mexico it is blue.
The colour used for mourning in the West is black, yet this is the colour of joy and happiness in China. In Japan, on the other hand, black is associated with adulthood, maturity and nobility, while in India it is known as the colour of life. Red is much revered in China, where it is perceived as a symbol of luck, good fortune and love. Blue is one of the best for sales in the USA and Europe, and has grown to be associated with luxury, purity and trust. Green symbolises life, spring and hope in most cultures, yet interestingly enough, in the United States it is often perceived as the colour of greed and envy. Violet is the kind of colour that is very distinct and yet evokes similar feelings across different cultures. It is mostly associated with wealth, high social status and power.
Colour psychology and its associated marketing activities reach far beyond how our body reacts naturally to particular colours. Societies are largely shaped by their surroundings and culture, which means that there might be additional factors at play that influence purchase decisions. Before entering a foreign market, it is a good idea to take into account the various cultural factors which may influence how well a product sells. This is all the more true for cosmetics and perfume, which should evoke only positive feelings.
The history of perfume involves more than stories about ancient incense and associated rituals, or the most well-known fashion brands and French manufacturers from Grasse, where tons of flower petals and herbs were transformed into perfume. Unfortunately, it is also a story of filth, stench and very strong aromatic oils, the purpose of the latter being to mask the other, less pleasant smells.
The ancients knew the way
When the Egyptian and Greek civilisations were in their heyday, it was not exactly easy to keep one’s body or clothes clean. Nevertheless, the overall level of hygiene was much higher than in the ages that followed. The rulers of Egypt were known for taking long baths, and the herbs and flowers which they had delivered to them came from all ends of the then-known world. While the Romans were not as big on cleanliness as the Greeks or Egyptians, they undoubtedly contributed to the development of global hygiene. After all, they popularised the idea of aqueducts to deliver streams of clean water to Roman towns and cities.
The Middle Ages, or purity of the spirit
The Middle Ages introduced many changes to our approach to cleanliness and scents. Radical religious tendencies resulted in the construction of gargantuan gothic temples, combined with renouncing care for one’s own body. The opinion was that mere “perishable limbs” were not deserving of much attention, and caring for personal hygiene was seen as a sign of pride and self-exaltation. Therefore, it was a norm to use a dry cloth to “wash” one’s body by rubbing off any dirt. Eventually, the level of hygiene plummeted so low that, rather than water, various scented substances were used for maintaining cleanliness.
Baroque France set the stage for a story of perfume production and application, one as interesting as it was full of contradictions. World-renowned perfume manufacturers, today associated with exquisiteness, luxury and sophisticated products, mostly focussed on creating mixtures strong enough to mask the stenches that were ubiquitous of the time.
In the 16th and 17th centuries, hygiene levels in Europe were so abysmal that epidemics ran rampant. Bathing, however, was still perceived as socially unacceptable, although there was at least some merit to that argument. It was primarily in public baths that one could enjoy water, even though its function was more erotic than hygienic. At one point, authorities began to close public baths en masse as an attempt to contain a syphilis epidemic.
On the other hand, companies offering scented products, such as little sacks of herbs and fragrant oils, began to gain popularity. Among their customers were high-level officials, the bourgeoisie and the royal families. One of the best examples of what life was like in Baroque France was that of the king himself – Louis XIV. Detailed chronicles of his life mention that the king bathed once every 4–5 months, but was very fond of being rubbed with very strong scented substances, which he had done multiple times a day. The Sun King’s morning bathroom routine, on the other hand, consisted only of rinsing his hands in wine spirit. Other activities related to bathing were avoided due to the still-popular misconception that it was easier for disease to attack the body through pores opened by hot water. Washing one’s face was also thought to cause toothache and runny noses, and even to cause blindness.
This resulted in an inescapable stench, which in turn was made even stronger by the unpleasant smell of faeces. After all, defecating in the streets, as well as in manor house and palace corridors, was not uncommon at the time. Various inventions from that era also demonstrate the abysmal state of hygiene at the time. Sets of small hammers and anvils are one such example. Popular among rich French people, they were used to squash lice, bedbugs and other insects infesting the body, wigs and clothing.
Dirty origins of the perfume industry
The Paris, Versailles and other heroes of Baroque France that we know from movies and books looked and smelled much different than how we imagine. The combination of insufferable stenches and virtually intoxicating perfume spurred the discovery of numerous unique recipes and technologies for producing scented substances. Low personal hygiene awareness and the need to mask other smells with the scent of flowers and herbs, paradoxically enough, helped to create an industry that nowadays is associated exclusively with cleanliness, chic and sophistication. Even though the history of perfume in the Middle Ages and the Baroque is sometimes off-putting, its influence on the development of the perfume industry as we know it cannot be disputed.
One of the biggest ecological conflicts of our time concerns polymeric materials. We are surrounded by plastics and a lot of them stay with us longer than we would like. The dispute regarding plastic waste continues, and it is their producers who are often blamed for it. Should they be?
The work on polymeric materials began in the 19th century and the 1850s saw the first items made of this type of material being produced. The “plastic revolution”, however, started only in the following century. The increase in production was a result of cost-effectiveness, a wide spectrum of use, fairly simple production and the products’ aesthetics.
Problems plastics generate
Over time, the negative consequences, rather than the advantages, of accumulating these materials on our planet were brought to public attention. Their simple production results in huge amounts of plastic objects being manufactured. Sooner or later they are dumped. Only a small portion of them is disposed of or recycled. Tonnes of polymeric materials go into landfills, pollute oceans, spoil continents or are recklessly burnt.
It is because plastics take a long time to biodegrade and their recycling requires waste sorting. It takes a plastic bag around 400 years to biodegrade, and a plastic bottle – even 1000 years. If those items are not segregated and reused, they pile up in increasingly large heaps of waste.
Plastics and ecology
It is not true that polymers only deteriorate our planet’s ecological condition. A good example is the use of plastic elements in a car’s bodywork. A plastic material is lighter than a standard metal alloy. As a result, the following are reduced: the vehicle’s weight, fuel consumption and air pollution.
There is a good practice of producing items with thinner walls, which simply makes them lighter. Such a process reduces the amount of plastic used, as well as shortens the time of their biodegradation. Companies invest enormous amounts of money in specialist filters which prevent air from being polluted during the plastic production process.
Waste segregation followed by its recycling are of high significance. When plastic waste is mixed with another type of rubbish, its recycling is either impossible or very expensive. When polymeric materials are properly segregated from other waste, they may be recycled and reused, which decreases the demand for new products’ manufacturing. Well segregated plastics may also be handed over to specialist incineration plants where they are changed into energy.
What scientists are working on?
Therefore manufacturers are striving to reduce the detrimental influence of plastics on the environment. They assure the minimal use of material, segregate waste, reuse production waste and invest in cutting-edge, environmentally friendly production technologies.
Corporations closely cooperate with and support scientists in creating new materials which would reduce the amount of waste left after plastic manufacturing. Polymers from easily biodegradable materials have appeared. Some of those are: PHB – produced by microorganisms, PLA – produced from food industry wastes or PCL – created from petrochemical materials. Moreover, polyurethane and PLGA have been successfully joined, which resulted in a material that is biodegradable in salt water. Some ideas have emerged to create plastics with additives which would accelerate their biodegradation.
Plastics have become an inherent part of human life and it is hard to imagine them disappearing. Some are used to reduce environmental pollution, as in the case with a car’s bodywork. Rather than giving them up, we should educate society and producers on the importance of waste segregation, material reuse and protecting the environment by companies (e.g. chimney filters).
British futurologist Ray Hammond believes that we should simply learn how to use plastics better. “We will owe everything to polymeric materials, even the growth in microprocessor speed: thanks to polymers used in nanotechnology, computers in 2030 will have at least 500 thousand more possibilities than today”, claims Hammond. Plastics themselves are a huge opportunity for humanity. It is our decision how to use them and if our life among polymeric materials will be in harmony with nature.
Targeting, choosing the target group, and looking for a product niche refers to one particular issue. In order to really understand those terms, it is worth describing them using a specific example, such as cosmetics for teenagers. While creating a new cosmetic line, a company should accurately identify the recipients of their products and select the proper means of communicating with this group.
Choosing the target group
Manufacturers, while designing a new series of products, carry out numerous marketing research to determine their target. Generally, they look for a group that is least satisfied with the product offerings available on the market. Such research is carried out on a group of people from a wide sociodemographic range. Next, the satisfaction level of particular groups is determined and thus, a particular target group is chosen.
Another way to do that is to pre-set a group that may not be satisfied with the range of products offered to them. People with a common characteristic are then selected so that a company may thoroughly analyse their needs and determine the ways of satisfying them. The criteria for such a selection of subjects may be, for example: allergy-prone skin, specific skin problems, similar views (e.g. vegans), or an interest in a given trend (e.g. organic cosmetics). Their needs are then defined more accurately and a sample product series for this group is prepared.
The best-known brands of cosmetics for teenagers
The market is packed with teen product lines and teenage cosmetic brands. Among heaps of “Young” or “Teen” products, the most visible ones include the Under 20 and Clean&Clear brands. Both series were clearly distinguished from the companies they are a part of. Under 20 is a part of Dr Irena Eris Cosmetics Laboratory, and Clean&Clear belongs to Johnson&Johnson.
However, it is different in the case of cosmetic products for teenagers such as Ziaja NUNO, Nivea Young, and AA Young. They rely on the success achieved by their company brands. On the one hand, such a choice may be beneficial because a well-known brand enjoys certain confidence among consumers. On the other hand, customers may not like the “shredding” of companies that have so far been specialising in products for a completely different target group.
How to choose a communication strategy for a particular target group
Age distinction is rarely introduced among teenage products. 11-year-olds do not have many skin problems, and the problems of 15-year-olds are already very different from those of 19-year-olds. In addition, age targeting is impeded by a different pace of adolescence. Thus, such products should be developed taking into account specific skin problems instead of age of their users.
However, if we really want to distinguish a product among one age group, we can personalise the type of its visual message. An interesting example of that is Bielenda #InstaPerfect cosmetics. The name itself strongly evokes to the Internet culture. It contains a popular hashtag and a combination of the Instant Beauty trend with Instagram, promising perfect complexion. Moreover, vivid colours and patterns on the packaging underline the product’s unique character.
Creating a new product line involves a lot of tedious research into market needs and a subsequent design process tailored to the selected target group. However, all these activities are worth the price because finding your own niche in a very competitive market gives you the best chance of success.
After years of collaboration, relations between business partners begin to look routine. However, Politech is curious about the world and eagerly discusses issues related to cooperating companies. This is why we decided to conduct a short interview with Monika Kosmala-Sójka, Sales and Marketing Manager in HEINZ-GLAS Działdowo.
Cezary Szwarc: “To know our roots is to know our place in the world” – why is this slogan an important part of HEINZ-GLAS website?
Monika Kosmala-Sójka: It’s simple – HEINZ-GLAS has been owned by the Heinz family since 1622 and it has been run by 15 generations. Currently, few family businesses can boast such a perseverance.
That’s right, almost 400 years of tradition… It is amazing. Do employees also link their life with the company?
The glass industry requires experience, which is gained a bit longer than in other industries. Our employees’ seniority is impressive. It is often their first job, which they continue until their well-deserved retirement.
What are the values HEINZ-GLAS is driven by?
HISTORY/EXCELLENCE/INNOVATION/SUSTAINABILITY/FUTURE – these are the key words HEINZ is driven by. They cover everything that is important to us.
Today, HEINZ-GLAS does not only deal with glass production, does it?
Glass is the base – the heart of the company – but there is a system around the “heart”, which includes plastics as well as glass and plastics decoration. In the group we apply the principle that decoration goes hand in hand with glass production.
Having experience in glass and plastics prodcution, you can say something about both industries. What is the biggest problem in the production of glass and in plastics processing?
When it comes to the glass, the technology is quite difficult since it is based on natural raw materials, which melt at high temperatures. Plastics are highly popular. Competition seems to be the biggest obstacle to overcome in the processing of plastic.
What has HEINZ-GLAS Działdowo to offer? Do you offer standard products or mostly individual orders?
Our business is based on selling products to the individual orders of the clients. The sales of standard products is about 30% and this part of our business activity increases every year, which makes us really happy. The global support of our sales offices located all over the world also contributes to this success.
What does the glass packaging design process look like?
From the idea to the ready product – the client often comes to us with an idea and we translate it into the production reality. We prepare a technical drawing of the bottle so that, apart from the visual aspect, it fulfils its principal function, e.g. it has suitable capacity. Then, we manufacture sample forms and a sample product. If everything is fine, we prepare the forms for line production and start the production process. The entire process is carried out in-house, in our plant, which makes us really proud.
What technological and material constraints most affect the design process?
Definitely the shape of the bottle and the edges. It is said that glass “doesn’t like” sharp edges, because it is a potential place of cracks.
What does the glass packaging production process look like? What machines are used and how has it changed over the years?
The world has improved technologically over the recent years and the forming machines, especially the machines for checking the glass packaging, are complex devices with electronic controls. However, a man – human eyes, hands and, of course, the head are indispensable to operate the machines, check the bottles and improve the processes.
What are your recent successes you can boast about?
The products in packaging produced in HEINZ-GLAS Działdowo you can see on the shelves in the shops are the best recommendation of our work. What is the most satisfying? Our projects are more often complmentary ones, which means that we deliver glass packaging with decorated plastic cap.
What do you think about the changes in the market of cosmetics and perfumes? Do you have more orders from this industry?
We have had an uninterrupted demand for cosmetic packaging over the last two years. Hence, we decided to execute the investments by doubling our glass smelting capacity. Therefore, we will be able to complete the orders even faster next year.
When it comes to producing plastic packaging, Politech is driven by very similar principles and a very similar mission to HEINZ-GLAS. Perhaps this is why the cooperation between our companies goes so well?
Politech has been our business partner for many years and the cooperation has always been good. Currently, the metallisation of plastic caps is the largest part of the business. We often recommend you to our clients since we believe that your company, as a cap manufacturer, is worth it.
It works also the other way round. We are also very satisfied with cooperation; this is why we are so curious about your company. We are glad that such an experienced and reliable company is our partner. I am pleased that you agreed to answer a few questions. It will allow us and our clients understand the vision and approach of HEINZ-GLAS Działdowo better.
Perfumes are designed to captivate with their scent; however, we have known for a while now that we often judge them by their packaging, even before smelling them. Perfume brands have been trying to reach their clients by changing the visual forms of their perfumes, using different methods. Newspaper ads, billboards and TV commercials are just a part of it. Sometimes we may see perfumes in films. Is their presence on the silver screen accidental?
How can we achieve a positive connotation?
Some brands are strongly associated with particular films or their characters. The Aston Martin in the James Bondfilms is a great example, as are the Ray-Ban Aviator sunglasses worn by Tom Cruise in Top Gun.
Product placement or accident?
Many people do not notice when different brands are being promoted while they watch a film. There are two reasons for this: either the product is well implemented in the image and context, or the viewer is not aware of the product placement technique and thinks that certain brands are shown on the screen by accident. However, there is only a very slight chance of an accident, as film producers include products by those brands that finance the project, or avoid accidental product placement like the plague.
Everyone began talking about product placement in 1967 with the release of The Graduate, where Alfa Romeo was heavily promoted and the protagonist, played by Dustin Hoffman, drove an Alfa Romeo car. However, the real product placement boom happened later, in the 1990s, when the biggest companies began to understand the power of this medium.
Perfumes in films
The history of film is full of more or less accidental “roles” played by perfumes. Even earlier, in 1951, in An American in Paris, we can observe several famous perfume bottles. In one of the scenes, set in a perfume shop in Paris, we can see Sirocco by Lucien Lelon and a very large bottle of Shocking by Elsa Schiaparelli.
In the second half of the 20th century, perfumes often began to appear in films, not just as an element of the image but also as the main topic of the dialogue taking place between the main characters. In On Her Majesty’s Secret Service from 1969, George Lazenby in his role of 007 recognises the perfume worn by the character played by Diana Rigg as L’Hevre Blue. A similar idea was used 22 years later in the iconic Silence of the Lambs, when Hannibal Lecter says: “You use Evian skin cream, and sometimes you wear L’Air du Temps… but not today.” In this way the character, played by Anthony Hopkins refers to L’Air du Temps by Nina Ricci.
For more recent film productions, perfumes appear at the beginning of Legally Blonde, where eagle-eyed viewers can see a bottle of Clinique Happy on the main character’s desk.
In a different comedy, Les Visiteurs, Jean Reno spills a huge bottle of Chanel No. 5 on himself.
Clear product placement was also used in Casino Royale – the first James Bond film to star Daniel Craig. In one of the scenes, this character from Ian Fleming’s book empties out the bag that belongs to Vesper Lynd (played by Eva Green). One of the items he finds is a bottle of Acqua di Colonia Melograno, by Santa Maria Novella.
Should the perfume industry start investing in product placement?
One of the brands that uses product placement very often in their marketing strategy is Guerlain. This world-famous brand began to promote its products at the beginning of the second half of the 20th century. They have achieved great success by investing in this marketing technique. However, it is important to remember that product placement is a double-edged sword. When a company agrees to show its logo or characteristic product in a film, this image is repeated for many years. An unfortunate choice of presentation or film topic, whose reception may change in a couple of years, may undermine even the strongest brand. However, since companies like Apple, Audi, Coca-Cola or even Guerlain use product placement, perhaps your perfume brand should also give it a try?
When creating a series for babies, cosmetics producers seem to have reached fertile ground. Parents willingly use protective products for their children in order to ensure proper development without any skin problems. Caretakers are, however, a more and more aware target group and their requirements of products are still growing. The question is, is it worth entering the market of cosmetics for babies?
Well-known brands that produce cosmetics for children
Products for babies are nothing new on the cosmetics market. We can find “baby” products on the market which have become almost iconic. A well-known name is Johnson’s Baby, which constitutes a part of Johnson&Johnson corporation. Their first product for babies was launched onto the market in 1893. Another example is Bambino, a brand known mostly for baby oils as well as shampoos designed for children.
Nivea has also created a wide range of products for babies over the years. Nivea divides products with the “Baby” label into product subgroups: micellar, protective, emollients, and wipes. Apart from the companies which create product lines for babies, there are also brands specialising in producing cosmetics for the youngest group of consumers. Mustela has been present on the market for over 60 years now, and, other than its wide range of products, it also participates actively in various activities connected with children, such as its foundation. Kids products are also prepared by chemist’s and supermarkets, which have widened their offers to include a series of Isana Kids products.
How is this market developing?
Despite the fact that Europe is far from a baby boom, the interest in cosmetics for kids is not decreasing. This is due in part to a better standard of living, a higher level of hygiene and growing consumer awareness. Moreover, parenting blogs and guidebooks for parents have retained their popularity as well.
In 1992, Ziaja entered the market with the Ziajka series and, in 2009, it added another series for the youngest under the name Maziajki. The Polish market of cosmetics for babies was worth PLN 1.5 bln in 2017, which only proves the success of this branch.
Ingredients and packaging of cosmetics for babies
Growing consumer awareness has forced producers of cosmetics for kids to stop using potentially harmful ingredients. Some of them still place labels on their packagings like “natural” or “delicate”, which in reality mean nothing. Parents look for certificate symbols on packaging which indicate value of a particular product for them. Such certificates include among others: PTA, IMiD, EcoCert, USDA Organic, PZH or Soil Association.
It is worth creating a product that is actually natural and delicate (for example, hypoallergenic) when trying to reach a parent. It is also important to remember about packaging. Products for babies and kids often must follow additional security requirements so as not to be used improperly or cause harm. Moreover, many producers order packaging which attract not only kids but also their parents. Special foam-creating dispensers or shampoos and shower gels that change the colour water are especially interesting for kids.
The sale of cosmetics for babies and for kids has the potential to become an invaluable part of your business. Looking at how long the most famous brands are present on the market and the fact that they continue to widen their product offers, this shows that there are still many development prospects. Be sure to remember that you will be targeting parents who are more and more demanding of natural products and additional functions of packaging.
The preferences of consumers change as quickly as anything in the world around us. Consumer trends can no longer be divided into decades but rather single years, and, in certain industries, even by season. So it is no wonder that companies that are trying to keep up choose rebranding, or at least the gradual revival of their packaging design.
Rebranding vs redesign
Rebranding is a broader term that may involve not only modifying the appearance of the packaging but transforming the whole company image, marketing strategy, the entire visual identity, the company’s objectives, assumptions and mission, and even the target group. A redesign, on the other hand, applies only to changes in the areas of graphics and design.
Should companies invest in redesign?
Many companies believe that packaging redesign should only occur before entering a new market with specific requirements. However, there are many more reasons to do so: identification of a new market niche, changes in consumer trends, digitalisation of the purchasing process and general rebranding activities. In recent years, decisions to revisit the packaging have stemmed from research results suggesting that consumers register only 3-4 elements of a product at a glance. There are also analyses showing that changes to just the packaging design as a form are more effective than the revision of entire brand strategies. The now iconic Coca-Cola bottle is the best example of the redevelopment of form over the years.
Examples of redesign
Several companies in the Polish market have recently redesigned their packaging in collaboration with packaging manufacturers. The appearance of Łowicz cream was changed because the functionality of the box needed improving, which led to modifying the graphics. Zbyszko redeveloped the whole packaging design so that the brand could emphasise the refreshing quality of the beverages, with elements associated with fruit being added both to the graphic elements and to the very shape of the packaging.
The most recent rebranding campaign, also involving a change in the packaging, was carried out for Farmona. This hair care cosmetic brand decided to revisit the Radical line. In addition to the ingredients of the product, the graphic design of the label and the packaging was also changed. The company requested slightly longer, semi-translucent red bottles, and all together this gave them a slightly exclusive look.
How can we carry out effective packaging redesign?
Both the company that delivers finished goods to customers and the packaging suppliers must carry out a redesign or even rebranding from time to time if they want to improve what they offer and move with the times. Still, such activities stem from a thorough examination of the existing situation, based on quantitative and qualitative research into the current state of affairs. Such research should strive to determine the perception of the product and packaging, its crucial positive feature, the opinions on the design of the packaging and the associations created by the brand, by the product packaging and also by the graphic elements. Only once the facts have been established can one contemplate how much the results differ from the expectations. Next it is important to define the objectives, assumptions, associations and values one would like to achieve for the brand after it is refreshed, and the distinguishing qualities it should have.
The design of the packaging and decorative elements should also involve rethinking the key catchphrases. Current trends have moved away from listing all the fancy advantages to instead focussing on several crucial elements that the customer can register. This includes the decorative elements of the packaging, which should not be too abundant so as not to distract the consumer.
In short, modern redesign now values keeping it simple. Still, everything needs adapting to meet the target group and then implemented reasonably. After all, there is a thin line between simplicity and off-putting austerity. Testing the changed packaging before its launch is also important, by having it examined by a focus group and thoroughly analysing the results to make sure that the new design will be appreciated by the brand supporters.
The first thing that comes to mind when we hear the word perfume, is applying a fragrance to our body, usually as a spray, in order to smell unique. The purpose of this ritual is to improve our overall appearance, mood and sense of self-esteem. It is no news to us, though, that the perfume market is continuing to expand, and that for some years has included products which can be used elsewhere than on the body. Interestingly enough, some of these applications are reminiscent of perfume’s original purpose…
What was the original purpose of perfume?
Humans have used fragrant substances on the body ever since these substances were discovered. Thousands of years ago, the reasons for applying various scents to our skin and hair differed from that of today. Rituals utilising essential oils and incense were rooted in religion and folk customs. In ancient Egypt, perfume, in addition to its everyday applications, was an important part of religious rites, and was used to anoint the statues of gods or while embalming bodies before burial. Such rites, performed in clouds of strong scents, formed a truly mystical experience.
Interesting applications of perfume
As we can see, since they were originally discovered, perfumes have had uses beyond applying scent to the human body. In modern times, the market is vast for products known as perfume, but used for totally different purposes. In particular, perfume for animals no longer raises any eyebrows, and entire lines of such products can serve as examples here – from the cheap ones that are basically air fresheners, to the luxury end, with complex scents sporting exquisite packaging.
The same goes for car perfume, which is supposed to serve as an alternative to scented trees and various oil diffusers. By far the most popular application of perfume, however, is in scent marketing. Modern companies deliberately utilise perfume in their offices and salons to highlight the quality of their services with a fitting scent. Giving a scent to an interior is not only used in marketing, as first and foremost it is a way of enhance our home space with fragrance.
Spraying is the most popular application method for interior perfumes. The available range is incredibly wide, and includes both mass-produced and prestige products. Catalytic lamps, or fragrance lamps, are yet another way of scenting interiors. After the flame has gradually been extinguished, such lamps begin to diffuse the scent of their essential oils. Reed diffusers, which use sticks soaked in aromatic substances, are also popular. Electronic versions are also available, which mechanically control the diffusion of the chosen scent. The manufacturers praise not only the great fragrances used in their products, but also the relaxing, even beneficial effects such incense can offer.
Is the interior perfume market worth investing in?
Interior perfume is becoming an ever more present element of home spas. Incense that offers health benefits in addition to its fragrant and relaxing properties, such as burning allergens from the environment, is an interesting example here. It is a good idea to improve our quality of life, not only by using relaxing scents, but also by utilising products with anti-allergic properties. Investing in this market can be a great success at a time when allergies are becoming increasingly prevalent in society, especially since products conducive to relaxation constitute one of the strongest consumer trends in recent years.
Some substances require a little more attention than others. The reasons are varied. Sometimes a specific temperature must be maintained, on other occasions greater container strength is needed. At other times, the shape must be specially adapted to the form of the material carried inside, while sometimes not only is product safety of concern, but also that of people in its vicinity – as is the case with hazardous agents. These are the jobs that specialised packaging is made for. However, there is no clear definition of this term and increasingly more frequently it is used to encompass all products meeting additional requirements concerning safety, strength or resistance to various external factors.
What industries are specialised packages used in?
Specialised packaging is primarily associated with pharmaceuticals, although this expression is also applied to certain travelling containers or containers intended for transporting hazardous cargo – inflammable or corrosive. Many products also require special packaging due to their unusual shape or size. In such cases, the container must be designed specifically for the given product in order to meet all the requirements for appropriate cargo protection.
Properties of specialised packages
Gekoplast manufactures its specialised packaging for transporting hazardous agents using various types of plastics – polypropylene boxes, polyethylene bags and polyamide clips. Containers prepared in this manner, with materials of the required density, can not only carry hazardous materials, but also form excellent protection against them penetrating outside. This is due to the containers being water-resistant, non-absorbent, resistant to the properties of the hazardous substances, e.g. strong acidic action, they are also physiologically inert, lightweight and strong.
The second group most commonly utilising specialised packaging are various pharmaceuticals and medical shipments transferred between hospitals or laboratories – including organs for transplantations. One of the most important characteristics of containers made for this type of transport is that they are isothermal, i.e. have the ability to maintain their contents at a constant temperature for prolonged periods. The specialised packages most frequently sold in pharmacies are those that maintain the product temperature within one of two ranges. One type requires maintaining 15-25oC within the packaging, the other – 2-8oC.
On the other hand, medical transport requires containers to maintain markedly lower temperatures – from -20oC to almost -80oC, so called deep freeze. Such specialised packages can keep the required temperature even for 240 hours. The temperature outside the packages, which are mostly made of a special variety of expanded polystyrene, is maintained using cooling gels or dry ice.
Specialised packaging in cosmetics and more
The name “specialised packaging” can also be found in industries far removed from pharmacy, medical transport or hazardous substance transport. A good example here is the cosmetics industry, which also strives to meet various requirements for substance storage. An example is all forms of airless containers, protecting the preparations against excessive exposure to oxygen. Cream jars made of materials other than glass are also becoming increasingly popular. They have the advantage of being non-breakable, and therefore offering better protection for the product.
Also the manufacturers of certain baby bottles refer to their products as specialised packaging. These containers are made of plastics, which not only do not break, but also do not react with the bottle’s contents. Furthermore, their designs avoid sharp edges and elements that the baby could swallow. They feature specialist protections against being opened and taken apart, as well as systems maintaining the right temperature of their contents.
As can be seen, the applications of the term specialised packaging are many and it seems that their only common denominator is meeting a greater number of requirements than the standard containers found in the given industry. Expanding one’s standard range with such containers can be a good idea, enabling new, specialist customers to be reached, but also introducing a division, interesting from the marketing perspective, of one’s packages into standard ones and those that meet additional requirements – and are subject to an additional margin, of course.
One of the hottest trends of the last few decades… More than just fashion… It is a lifestyle whose fundamental rule is to “minimise cruelty”. A radical type of vegetarianism. Of course we are talking about veganism, which is rapidly changing more and more industries. The cosmetics market was one of the first that felt the prosperity brought by these changes, and started designing vegetarian and vegan products. So what is veganism? What are the rules? What are the pros and cons of vegan cosmetics, and how is the healthy cosmetics market evolving? We will try to answer these questions in our latest post.
Veganism vs. vegetarianism
Veganism is often referred to as “radical vegetarianism”. It means that both vegetarians and vegans do not eat meat and some animal products originating from killing animals, e.g. lard, gelatine or other similar products. However, vegans additionally abstain from consuming other animal products, such as eggs, milk, cheese, honey, or even using leather and furs. It is related to the philosophy of life that they embrace. They try to refrain from hurting animals, which happens not only during slaughter but also during breeding. Also, vegans do not approve of any types of entertainment involving animals, such as zoos, circuses and hunting.
A vegan diet is based on plants and mineral products. The substances that vegans are trying to avoid include collagen, lanolin, chitosan, stearic acid, silk and vitamin A. They also refrain from using ingredients that are often used in perfumes, such as musk, ambergris and civet. However, it is important to remember that vegans follow their ideology not only while food shopping. They make similar choices when it comes to cosmetics.
The pros and cons of vegan cosmetics
One of the benefits of vegan cosmetics is their ingredients list. Compared to traditional cosmetics, vegan cosmetics have fewer side-effects and are more delicate for sensitive skin. An additional benefit is, of course, the fact that they are not tested on animals. Their price is certainly one of the cons. The customers also claim that they do not feel any major differences between vegan and traditional cosmetics.
The vegan cosmetics market
An interesting phenomenon observed in the process of creating vegan products is the fact that they attract even those who do not follow a vegan diet. They are not even vegetarians! The reason this happens is that some people do not want to change their eating habits but they try to refrain from hurting animals in other aspects of their lives. Besides, some customers only buy vegan cosmetics because they believe they are particularly effective.
The vegan cosmetics market is rapidly developing, and it is gaining in popularity among young people. The reports show that the recipients of such products are mostly people under 30. It is a responsive group for which manufacturers create special cosmetics lines or design completely new brands that are 100% vegan.
Vegan brands and cosmetics lines
There are already plenty of brands on the cosmetics market that specialise in the production of vegan products. Originally, these brands were created from scratch by this trend’s enthusiasts, however with time, big cosmetics concerns started expanding their activity into independent vegan brands. Other companies decided to build upon the existing image of their brand and created new vegan product lines under a recognised name. An example of a vegan brand is Maria Nila and Fridge by Ide and the product lines were introduced by AA – Vegan Fresh or Bourjois – Healthy Mix.
However, the growing number of vegan products in shops does not mean that the vegetarian and vegan sector is not worth investing in any more. Quite the contrary. The increased awareness of animal care and a healthy lifestyle among society shows that the demand for vegan products is still growing.
The sense of touch is vastly underestimated, and yet its receptors are found on almost the entire human body. By touching, we can distinguish temperature, shape, pain and texture. The importance of this sense is evidenced, for example, by Harry Harlow’s research from the 1960s. The scientist separated little monkeys from their mothers and tested their choice between two surrogates. One of them provided the young animals with food, but it was made of hard wire, while the other one did not provide food, but was made of downy material, pleasant to the touch. The results of the study showed that the animals were ready to set aside the satisfaction of basic biological needs of their bodies in favour of hugging soft fabric. In marketing, the sense of touch is used primarily in conjunction with the sense of sight. Such a combination produces the best results, as humans feel a natural need to touch what interests them visually. If the visual impression is backed up by an appropriate tactile impression, the effect can be striking.
Materials interesting to the touch
Half of the success in touch-based sensory marketing can be attributed to the material itself. Sometimes it is not necessary to go out of one’s way in search of unprecedented forms or to create a rough surface when the use of appropriate material can already provide a sufficient effect. Clothing manufacturers are convinced of this and emphasise that tactile impressions are right next to visual attractiveness when it comes to drawing the customer’s attention to a piece of clothing – a material that is nice to the touch is largely the decisive factor in clothing purchases.
Wood, paper, concrete, natural leather, all kinds of yarns and strings are certainly among the materials that are interesting to the touch. However, plastics, metals and glass are not quite lost causes. Although every material has its own constant properties, by applying design and manufacturing methods, it is possible to achieve truly amazing textures, which customers will want to see and touch all the time.
Concrete and wood trend
Writing a blog post in December 2017, we mentioned the trends in packaging for 2018. One of them was the textures of wood and stone. They are increasingly common in packaging, as evidenced, for example, by the Comme des Garcons Concrete perfume. Apparently, the packaging of this fragrance is made of smooth, grey material. It turns out, however, that it is genuine concrete, with a glass bottle for the perfume placed inside. Smooth concrete with single air bubble markings gives a very interesting tactile impression. The same holds true for Abel Vintage ’13 spicy perfume for men, which is packaged in a combination of glass and wood. The customer’s fingertips will quickly feel the knots and rings in the wood.
Plastic packaging and impact on the customer’s sight and touch
Plastics can also provide interesting effects of combining visual encouragement with tactile impressions. The combination of shimmering silver metallization on a knurled structure of the Rock perfume bottle cap is a perfect example. The fully smooth upper part of the cap in combination with knurled sides attract looks, give an impression of substance and add an industrial character to the entire design. Complementing these effects with tactile impressions makes it one of the Polytechnic standard products, enjoying the greatest interest from customers.
Famous brands also focus on touch marketing
In perfumery, an interesting tactile effect can also be achieved by the introduction of a fabric-type material on the bottle or cap. The packaging elements designed in this way are very pleasant to the touch and ooze elegance and luxury. A good example of this is the BOHOBOCO perfume bottle cap, which seems to be covered with a thin layer of velour.
Placing leather elements on bottles and caps is also an interesting trend. Some companies even go one step further and cover the entire package with high-quality natural leather. Such treatment ensures a great appearance of the product, an impression of character and additionally gives a pleasant feeling to the touch. Leather Essence, a perfume by Ferrari, is an excellent example of this type of design.
Examples of world-renowned brands as well as the sales popularity of Rock caps are the best arguments to opt for touch-based marketing. Combining it with an attractive visual form can be a great incentive for potential customers and an opportunity, which should not be passed over indifferently by the manufacturers.
- Elias Bittan
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- Created 08 Feb 2017
- Modified 08 Feb 2017
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