The basic elements of beauty packaging – color, shape, materials and dispensing systems – are in constant motion, changing to meet the demands of fashion and function.
What remains consistent is the feeling consumers have of belonging to an exclusive club whenever they purchase a high-end item – that sense of luxury associated with a premium product.
Considering studies say that consumers take less than three seconds to make their buying decision at the shelf, it is obvious that packaging often plays "the first introduction" role: it can make or break a product, which is particularly important for new products and new launches. As a result, brands rely on the design of packaging to help their products stand out from the clutter.
The inks, the colors, and the surface area of the container itself, all serve as a canvas for designers to express their ideas and reflect the latest creative trends. And this needs to extend from the primary package – the perfume bottle, for example – to the secondary container in which it is housed.
To this end, metal has proven to be an extremely popular format – it is incredibly versatile and can be formed into a wealth of shapes and formats with a range of high quality colors, effects, embossing, printing and finishes, to create a luxurious and premium image.
The way we approach luxury brands differs from country to country due to the unique values of each culture. Therefore, when creating packaging, manufacturers will take into consideration these local expectations and will work with brands to help them anticipate subtle variations.
For example, how different colors are perceived; how the size of packaging can be adjusted to match regional preference – or the level of care that must be taken when translating text, product names and other creative assets, allowing them to match the primary brand values and identity.
When designing packaging, manufacturers also look at how consumers will interact with the product and package after they have made their purchase. For example, is the metal container serving as secondary packaging? If so, it needs to draw consumer attention at stores with a creative and original look and feel, but then must be able to be easily recycled – or re-used for other purposes – once the package has been opened and removed. Alternatively, such as with steel aerosol cans, if the container is itself the primary package, we have to consider the functionality of the design as well – is it properly shaped to fit comfortably in a consumer's hand? Would tactile finishes improve the ergonomics?
We enjoy working with luxury brands because of their commitment to quality, their history, their uniqueness and the strong personalities behind the brands. At Crown, at the start of any project, we spend considerable time with our customers in order to fully understand the true essence of their brand. We thus ensure that our packaging solutions complement their products, maximize sales potential and minimize time-to-market.
