Craig-Alexander Wilson, Head of Strategic Development, at Fake Bake Beauty at Home and Beauty Editor at The Sunday Mail will be speaking at the UK’s biggest packaging event, taking place at Birmingham’s NEC on 25 and 26 February 2015.
Celebrating it tenth anniversary Packaging Innovations, with dedicated Ecopack and Contract Pack areas, and co-located with Empack and Label&Print, will showcases over 350 exhibitors specialising in all aspects of packaging from materials and design, to machinery, new technologies and equipment.
Craig-Alexander will be speaking on day one of the show, revealing the secrets behind the Fake Bake Beauty at Home brand, talking in detail about, ‘Taking a concept and producing a successful and aspirational brand.' Fake Bake Beauty at Home is a Trading Division of Fake Bake United Ltd.
Craig-Alexander Wilson, Head of Strategic Development, at Fake Bake Beauty at Home – Q&A packaging special:
1. How important is a brand’s packaging within the beauty sector?
The beauty industry is such a competitive market, be it trade, retail or direct selling to the consumer. Packaging and design have to reflect not only the product, its intention and efficacy, but also the personality of the brand you are creating and distributing. Shelf appeal is vital.
2. What makes/encourages a consumer and retailer to buy a product?
Having packaging that is aesthetic and visually interesting; this encourages the self-select customer regardless of shelf space or positioning in store. Cartons and components that long to be touched by the consumer are indispensable; a product should look good in the hands and the homes of the consumers, not just for retail shelving.
3. How can you maximise cut-through on a crowded shelf?
Consider shelf appeal and what makes it all encompassing - Is it design, colour, language, and finish? The use of Spot UV, cartons with lustre and lamination add to the perceived value of a product – increasing its performance and premium appeal. By highlighting the USPs, efficacy and key ingredients of the product creates a 'shelf talker'. At Fake Bake we feel this is something that is fundamental, especially for self-select products in the beauty industry where no experts are on hand to offer advice or demonstrate the product.
4. How have you helped develop the Fake Bake brand?
Fake Bake is the largest Independent Global Tanning Brand in the world. It already has an established and multi-faceted business with various areas of distribution, a strong salon and high street presence, plus a favourite among celebrities and choice of beauty editors.
To develop this natural progression of the brand’s success, we decided to take it to the world of direct selling. In order to achieve this we had to create a business opportunity for Independent Consultants, an exclusive product range of skincare, make-up and bath and body, complementing our extensive tanning range fitting with the company profile.
5. How important is packaging within the marketing mix
Packaging is key in marketing. It’s real food for thought. We wanted a collection that would lend itself to promotion, press, seasonal stories, training and allow for future development. Even down to the names of the product and how we speak on the pack is a marketer’s dream.
For anyone interested in exhibiting, more information can be found at www.easyFairs.com/PIUK, www.easyFairs.com/EmpackUK and www.easyFairs.com/Label&Print or via the show team on +44 (0)20 8843 8800 or PackagingUK@easyFairs.com
To register for your free place at the exhibitions please click here
