Kitty So and Julian Ryall discover how labelling and finishing can seamlessly integrate with cosmetic packaging to attract consumers
The best packaging always seems to be an integral part of a product. Indeed, for personal care product consumers, the appearance of a container can be why they make a purchase. So for brands, it can be critically important to make the packaging decorations and finishing melt into a product, and companies are opting for increasingly innovative combinations of various decorative finishing techniques. Labels engage the senses while blending more seamlessly into the overall effect of the package.
Stephanie Rogers, Marketing Manager for UK based Royston Labels, notes one popular labelling technique is using ‘ultra clear’ or ‘no-look’ labels. These are printed on a substrate that is virtually invisible, so the final product appears closer to direct print than a label. “But because it’s a label, you’re able to decorate it much more richly than you can with direct print, so you can have things like foiling and much more detailed embellishments... you get a very high end kind of premium look,” she says. For instance, it is much easier to apply designs with fine details, such as a photographic reproduction, on an ultra clear label than using direct print.
Another innovative product Royston has released in the past six months is opaque labels made with a polypropylene substrate that can clearly present text. They can also feature a hinged opaque label that can be peeled open like a book, presenting text clearly inside, but which is otherwise invisible to the consumer. This ensures consumers can read about the ingredients in the product or proper application directions, says Rogers.. . .
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