Creating production injection moulds in a facility without a tool shop is a huge challenge. Managing a company department that must simultaneously secure ongoing production and create new moulds may generate delays and many other unforeseeable events. Ultimately, however, the development of our company in this direction is proving to be very beneficial, as it gives us unlimited control over the whole process – from the idea to the finished product. So how do we use this competitive advantage at Politech?
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.
Stress, putting our professional life before private matters, constant haste in all daily activities, eating on-the-go, a lack of sleep, no time for our family… These things are typical of contemporary times. And it is precisely them that the increasingly popular Slow Life lifestyle is supposed to counteract. Its characteristics are becoming noticeable in many areas of life as well as in various industries. Similar trends can be observed in the cosmetics market, where both the producers and the consumers are heading towards Slow Life.
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.
Bespoke production is beneficial for the customer
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.
Shopping for the right perfume
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.
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.
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.
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.”
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?
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.
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?
The future of online cosmetic sales
The cosmetic market is 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.
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.
How to reach your target group - Cosmetics for teenagers
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.
About creating glass packaging and our cooperation with Heinz-Glas Działdowo
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.
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?
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?
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.
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.
Many people cannot imagine their life without social media, and it has also become an important part of the marketing strategy employed by big companies. Being present on social media involves increasing the prominence of web pages, reaching different groups of recipients using particular distribution channels and improving the image of a company.
- Elias Bittan
- Topic Entry
- Created 18 Apr 2018
- Modified 24 Apr 2018
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