When it comes to packaging, smart, subtle decorative and graphic details can make all the difference. Metallic finishes stand out on the shelf and get consumers’ attention with dramatic and upmarket looks.
Every shape and size
By tweaking conventional decorating technologies, Taiwan-based SR Packaging has developed a distinctive menu of container finishes called Luxuriously Practical.
The new options for transparent effect gradation and a water droplet look make use of the company’s recently refined plastic metallization and overspray methods, explains WebPackaging.com in an article about SR’s new decoration techniques.
“Packaging is more than a matter of product protection. It fosters product presentation, usage instruction, and carries branding messages” emphasizes that same article.
Prominent beauty brands like Shiseido, L’Oréal, Revlon, Maybelline, smashbox, and Kosé appear on the company’s client list. And the plastic container manufacturer takes great pride in its “state-of-the-art decoration options [that] make products become the center of attention,” according to the site.
Just tubes
Hong TaiDa, of China, has launched a new PE foil tube that promises to live up to customer expectations for decoration, product protection, flexibility, and shape retention. The tubes are recommended for “cosmetic, personal care and pharmaceutical treatments [and] able to protect the product efficiently whether a pharmaceutical grade treatment for sensitive or irritated skin, eye cream or gel, sun cream protection, anti-wrinkle treatment or other similar type of product,” states WebPackaging.com.
The new tube design incorporates an invisible seam and comprises a PE-coated layer of aluminium. This configuration “provides a strong barrier against light, moisture, oxygen and other chemical substances, it is also resistant to corrosion,” notes that site.
Touchpoints
Consumers in diverse retail environments, even within the same country or city, have distinctive expectations for cosmetics packaging. For global brands, it’s rare that one package will meet regulatory standards and consumer requirements across markets.
This, in part, is why cosmetics packaging in China is more varied than in the West, explains Michelle Yeomans, assistant editor for Cosmetics Design. Though general guidelines hold true globally.
“Whether in Beijing or Boston, an effective packaging system must typically; break through retail clutter to create attention and recognition, be easily shop-able to help people quickly find the right product, connect on a visceral level to engage and appeal to shoppers, and convey key information to differentiate from competition,” according to analysts with the packaging research firm Perception Research Services.