Come to Your Senses

Packaging Innovations NEC 2014

Packaging is no longer just about the three P’s: protection, preservation and presentation. Today packaging designers have to act like curators, delivering a clear, consistent and often inspirational visual narrative about the brand, the product, and the people who buy it. This is particularly true for the beauty industry.

That’s why Packaging Innovations, which returns to the NEC in Birmingham on 26 & 27 February 2014, is so keenly anticipated. As the biggest show of its kind in Europe, it’s where beauty brand decision-makers can turn when looking for new ways to create that all-important, ‘on-pack inspiration.’

But how do you translate those aisles of new ideas into a coherent plan? We spoke to Steve McAdam, Vice President of Creative Services at Leo Luxe, which is exhibiting at Packaging Innovations NEC 2014, and Alison Church, Event Director for Packaging Innovations to find out…

“Outstanding, high-end packaging doesn’t happen by accident, and top international brand owners need a reliable process to produce the packaging that conveys the image and experience they require for their brands. It is essential that brands get it right first time, especially with the need to maintain sales during difficult market conditions and on crowded retail shelves,” remarks Steve.

Leo Luxe uses an unique approach called ‘Visioneering’ which is a process that bridges the gap between the brand strategy, the design strategy and the customer’s preferences.

Steve explains, “The concept immerses the designer and one or more sales people in the brand. They conduct research to understand both the customer and the brand, and bridge the gap between them in the most effective way. Essentially, this brand mapping process should demonstrate a harmony – rational and emotional – between customer dispositions and the brand strategy as conceived by the brand owners. At the same time, a picture emerges to show opportunities for differentiation.

“The design strategy complements the brand research. Using a similar process, it looks at the aesthetic elements: formats, graphics, colour, secondary processes and finishes, and technologies that are part of the aesthetic mapping process.”

Packaging Innovations fits neatly into this process, according to Alison: “The show is packed to the rafters with the latest labelling formats, printing techniques and packaging innovations for the beauty sector.   We can showcase every technology and development with the event’s seven co-located shows: Packaging Innovations, Ecopack, Contract Pack, Packtech, Print Innovations, Labelling Innovations and Converting Innovations.”

Steve adds: “Through the choice of materials, new printing processes and technologies, the senses of sound, smell and touch can supplement visual elements and add value. For example, we have created packaging that emits subtle smells when touched and that has membrane switches for initiating sounds to articulate brand messages.

“Ultimately, it is all about capturing the customer in that brief time when the buying decision is made. Typically, buying decisions move from an initial attraction, to picking it up, squeezing it or smelling it as appropriate, and looking for the visual cues that will inform the final decision.”

Alison concludes: “As Steve vividly explains, packaging within the personal care market is a multisensory experience. That’s why our show - with its breath of exhibitors and clever co-locations is the perfect event.”

Companies interested in exhibiting at Packaging Innovations 2014 can find out more about booking a stand by calling the packaging team on +44 (0)20 8843 8820 or emailing PackagingUK@easyFairs.com.

Further information on both visiting and exhibiting can be found at www.easyFairs.com/PIUK.