Beauty is a truly multi-sensory sector, particularly at the luxury end of the price spectrum; the smell, skin feel and visual pay-off of a product, as well as the in-store ambiance will all influence our desire to spend, or not. And it goes without saying that packaging – the way it looks, feels and performs – is integral to the impression that a product will have on the consumer.
However, for maximum success in a crowded market, brands need to ask themselves: what does today’s consumer want from their luxury product? And how can packaging contribute? To answer these questions, SPC spoke with three industry experts: analyst Benjamin Punchard, who is Global Packaging Insights Director at Mintel; designer Stephen Bell, Executive Creative Director of Coley Porter Bell; and Mark Devonald Smith, Sales Director Perfumery and Cosmetics at high end glass packaging company Stölzle Glass Group, for their thoughts on the state of luxury packaging today.