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 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.
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.
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 24 Oct 2018
- Modified 06 Nov 2018
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