Secondary packaging – Making an impression

Requirements for secondary packaging are split between savings and sustainability in mass, and innovation and differentiation in luxury. Regarding sustainability, boxes are increasingly designed to be reused while some suppliers offer recycled/recyclable and biodegradable options. Moreover brands can cut material usage by using outer packaging as a platform to provide consumer information. This said, luxurious, heavy board carton remains part of the expectation

Secondary packaging plays a crucial role in delivering the key messages about a product to the consumer and it can leave a lasting impression, says MJ Deschamps

Despite its name, secondary packaging undoubtedly plays a primary role in the cosmetics and personal care industry. Aside from holding and protecting primary packaging during transportation and handling, these boxes, containers and bags all have an important first role in attracting consumers. And in an industry where product image is crucial to a brand, secondary packaging can make a lasting impression.

“Our customers are asking more and more for something that is different or has a clever opening to wow their consumers when seeing the packaging and product,” says Jenni Paddick, business unit leader at UK based Spirit, a Quadpack owned company that provides design and innovation solutions to support the marketing activities of beauty brand owners. “The beauty market is very saturated and it is important to clients that their product stands out or offers something different or it is likely to be lost on shelf.”

According to Nathalie Grosdidier, general manager of Luxe Pack Monaco, there are four major trends in beauty secondary packaging at the moment: the use of the colour pink; technological advances allowing innovative materials to be used; designing packages to be discreetly rather than overly eyecatching; and putting product ingredients on both the front and back of packs, as brands are “aiming to show their expertise and demonstrate certain pedagogy”.

In addition, she says, the market is being driven by another strong trend: innovation. “Innovation has become a key strategy in the packaging sector… at Luxe Pack Monaco, [this includes] solutions proposed [such as] new materials, transparency, sensorial touch, decoration, anti-counterfeiting solutions and many more,” Grosdidier comments.

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