Packaging design – Local focus

When personal care companies go global a certain level of localisation is necessary, so consumers feel they are using an innovative, individual brand. When it comes to packaging, on-brand illustration can be employed to avoid big, multilingual chunks of text.

Earth Junior products feature instructions in illustration form to overcome language barriers

With more and more new C&T markets emerging, to what extent are the big players deploying a degree of local customisation in their packaging, asks David Rogers

It is estimated that by 2017 revenue in the global beauty care products industry will reach a staggering $265bn. However, it is still very much a market dominated by big name brands.

According to the latest industry report from global market research company Lucintel, there is already increasing demand within the sector from Asia Pacific and Europe due to an increase in GDP and improving living standards.

The Lucintel report certainly makes for interesting reading. It points to an increase in demand for premium cosmetics from the growing middle class in developing nations and this is something that we are definitely seeing on the ground.

Of course, this also presents a challenge for businesses operating in this sector as they are forced to find ways of providing quality products at a low cost. Despite an improving situation, keeping tight control of that bottom line is still very much key to survival. One place where costs are evidently being kept to a minimum is the customisation of brands for more local markets.

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