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Silgan Dispensing stands out from the crowd and increases brand loyalty through premiumization

  • Silgan Dispensing Systems
Beauty, Personal Care, Fragrances, Luxury, Premium, Primary Packaging, Active, Smart Packaging, Sustainable Packaging, Reusable Packaging, Refillable Packaging, Engraving, Product Development Services, Design

More and more these days, our customers are looking to be different, driven by consumer demand for a more premium brand experience. Brands consistently are seeking to stand out to capture consumers’ attention through thoughtful consideration of packaging design.

Premiumization, a trend that started a handful of years ago, continues to gain steam as brands seek to create a better experience for customers. In fact, a study conducted by global market research firm Euromonitor International on behalf of Silgan Dispensing shows that 81 percent of global consumers seek products that are below luxury, but more premium than mass.

The trend can take many forms, especially across industries. In the airline industry, for instance, premiumization is seen through the emergence of airline carriers like Jetblue, Virgin and Easyjet airlines that offer elevated flight experiences (more legroom, more amenities like snacks, meals and on-demand movies) at price points that are still within the means of everyday consumers.

In our industry of dispensing and packaging solutions, we’ve seen premiumization take shape in many different ways. For one brand, it might be creating a more premium experience – for instance, a metal finishing on a dispenser – for its product, even if it’s in a mass market. For another, it could mean using laser engraving to put a brand’s logo front and center on the actuator of a dispenser. And yet, for another it is the feeling, appearance and if the packaging is sustainable.

At Silgan Dispensing, we’re committed to driving brand loyalty for our customers by helping to create a better experience for their consumers through our knowledge of the market and research we’ve done. For example, in 2017, we surveyed more than 1,000 consumers in six countries (200 in each country) about refillable and recycling fragrance products. We learned that 75 percent of respondents favored a sustainable solution for their fragrance packaging and were very interested in refilling or recycling.

Knowing that our partners continually need to adapt to stand out in an increasingly crowded market, we developed Melodie Pirouette™, a sleek-looking and reusable pump that offers the premiumization needed to separate our customers from their competitors. Consumers are attracted to the look and feel of the package and know they are doing their part for the environment by refilling it or recycling the glass it attaches to.

But, there’s a fine line between a product looking good and a product working the way it should: No matter how perfect a product looks, it needs to work for it to sell whether it’s to our customers, or ultimately, the consumer.

Our partners continue to push us for new looks, ideas and designs.

We’re up to that challenge. After all, that’s where we stand out.

See also

The rise of self-care and #shelfies and their impact on packaging design

The rise of self-care and #shelfies and their impact on packaging design

The personal care industry finally is experiencing a long-awaited shift in how brands approach package design and marketing. Previously, there was a certain degree of commoditization among personal care products with many relying on a singular new feature or gender-specific packaging to catch the eyes of targeted consumers. Now, product and package design are seen as the biggest drivers for consumer sales thanks to a confluence of factors.

Silgan Dispensing Systems to reveal new product based on evolving luxury fragrance trends at Luxe Pack Monaco

Silgan Dispensing Systems to reveal new product based on evolving luxury fragrance trends at Luxe Pack Monaco

Global packaging company will showcase the latest addition to its innovative dispensing portfolio and offer visitors the chance to experience luxury in a new light at Luxe Pack Monaco, October 2-4 2017. At Luxe Pack Monaco 2017, Silgan Dispensing Systems, a division of Silgan Holdings Inc, (Nasdaq: SLGN) formerly WestRock Company’s Home, Health and Beauty business, will be revealing a new addition to its range of sophisticated pumps designed based on direct consumer insights.

Silgan Dispensing Systems debuts at Luxe Pack New York with products that demonstrate how global consumer insights can help define luxury skincare packaging

Silgan Dispensing Systems debuts at Luxe Pack New York with products that demonstrate how global consumer insights can help define luxury skincare packaging

Silgan Dispensing Systems, a new acquired division of Silgan Holdings Inc, formerly WestRock Company's Home, Health and Beauty business will be presenting its latest packaging and dispensing solutions at Luxe Pack New York on May 10-11 at booth C111. This will be the first tradeshow appearance for Silgan Dispensing System's skincare and fragrance teams.

WestRock demonstrates how global consumer insights can help define luxury skincare packaging

WestRock demonstrates how global consumer insights can help define luxury skincare packaging

Global packaging company will present the findings of its latest consumer facial skincare research at the PCD Congress in Paris in January. WestRock Company, a global leader in paper and packaging solutions, will be presenting at the leading cosmetic and perfume packaging event, PCD, the findings from its latest research into key drivers that shape today’s consumer experience of prestige facial skincare pumps.

Anne Echard at WestRock tells us about the role the Melodie Touch sprayer is playing in revolutionizing the prestige fragrance dispenser market

Anne Echard at WestRock tells us about the role the Melodie Touch sprayer is playing in revolutionizing the prestige fragrance dispenser market

WestRock (the company resulting from the merger between MWV and RockTenn) released a number of dispensers , a carefully selected set of dispensers as "The Emotions of Spray Collection" based on market research that suggested product interaction can enhance a consumer’s emotional connection and drive brand loyalty. Anne Echard, WestRock's Global Product Line Manager for the Fragrance market, tells us a bit about the Melodie Touch dispenser and it's role in the fragrance application ritual.

WestRock offers additional customization with launch of Creative Studio for Fragrance

WestRock offers additional customization with launch of Creative Studio for Fragrance

WestRock Company, a global leader in paper and packaging solutions, today announced an expanded suite of fragrance decoration and customization options. The new Creative Studio for Fragrance represents a sampling of dispensing solutions for fragrance – pairing decorative overtubes, WestRock’s NoC® invisible dip tube, and customized collars and actuators with new capabilities in extensions for spray caps – to create the ultimate aesthetic in an efficient, optimized way.

MWVs essential skincare and cosmetics line

MWV's essential skincare and cosmetics line

MWV's skincare portfolio — Aria, Sonnet, Prelude and Sonata — is an essential part of any brand's skincare line. Each dispenser has been specifically designed to enhance the performance of high-viscosity, oxygen sensitive cosmetic and personal care products. The skincare pumps are designed to ensure consistently smooth product delivery every time while the stroke length is designed to allow for a low force-to-actuate, for an enhanced feeling of comfort and control.

MWV global study uncovers role of packaging in sensorial skincare experience

MWV global study uncovers role of packaging in sensorial skincare experience

MeadWestvaco Corporation, a global leader in packaging and packaging solutions, has released findings from its new Skincare Research & Insights Study. The study explores the five-step ritual that grounds consumer facial skincare routines, and shows that product packaging enhances the sensorial experience of each step. MWV initiated the qualitative study to deepen its understanding of the role of packaging in the skincare category across international markets.

  • Company News
  • English
  • Modified 29 NOV 2018
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