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?
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.
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.
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.
- Jo Webb
- Topic Entry
- Created 20 Dec 2018
- Modified 15 Feb 2019
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