Thanks to advanced expertise and local manufacturing capabilities all around the world, brands can leverage in-house decoration to elevate their standard packaging and enhance their product value.
Addressing a Growing Need for Shelf Differentiation
The global personal care market is very dynamic, especially in the crowded mass and masstige segments. With the rise of self-care culture in consumers’ habits, the “premiumization” trend has emerged as a core driver of the global personal care market.
Consumers are viewing self-care products as essential to support both physical and mental wellbeing and are nowadays more willing to invest in high-quality, personalized and experiential products*.
This holistic vision has reshaped consumer expectations. Sensorial wellness gains importance in bath and body care categories, as stated in Mintel’s 2026 Beauty and Personal Care predictions. Shoppers are now increasingly looking for premium attributes, even in their everyday personal care products, and are willing to pay more for it**. In this context, mass market brands, who are competing for visibility and consumer attention, are seeking accessible ways to stand out from the shelf. Premiumization is no longer optional but has become a strategic driver of brand differentiation.
Making Premium Decoration Accessible to Mass Market
Expert decoration can enhance everyday products’ look-and-feel and elevate consumers’ perceived value and quality. Enhanced packaging can boost shelf impact and product desirability, ultimately creating a more engaging consumer experience.
Aptar Beauty’s standard decorative capabilities are available for all personal care dispensing technologies: from aerosols and spray pumps to dispensing and cosmetic pumps. A wide range of decoration and finishing treatments are available in-house for plastic and metal surfaces, some techniques being compatible with sustainable materials.
“Premiumization is accessible to all. A premium look-and-feel can be easily achieved for a big impact, with low to no investment” said Luigi Garofalo, Global Category Director Personal Care & Home Care at Aptar Beauty. “We have 80 years of experience in high-impact premium decorations”, including:
- Surface effects: a wide color variety achieved with in-mold coloring with matte and shiny finishes, as well as painting, lacquering, water transfer and brushed effect for metal components
- Metal effects: metal-like masterbatch, hot-stamping, metallization and metal shrouds
- Branding: silk-screening, printing, laser engraving, embossing and debossing of logos, brand names or monograms
Global Manufacturing Expertise and Local Agility
“As a consumer-driven company, we provide not only high-performing dispensing systems, but scalable high-quality decoration techniques to meet the needs of all personal care brands” says Luigi Garofalo. “We leverage strong industrial capabilities across all regions” he continues. “Our dispensing portfolio and in-house decoration services allow brands to strengthen their positioning while staying in line with market requirements and consumers’ expectations.”
This global expertise and “local for local” manufacturing approach enable brands to benefit from a simplified supply chain (single point of contact with the “one-roof” model). This integrated eco-system streamlines the manufacturing process to ensure consistency and quality control, for improved customer experience.
