This month, we kick off a series of interviews with Quadpack’s specialists in each product category, giving their expert insights into each market. First up is Sonia Cerato, Make-Up Category Manager.
Quadpack: What is your role as Make-Up Category Manager at Quadpack?
Sonia Cerato: The Category Managers at Quadpack are essentially the ‘experts’ in their respective fields. I am responsible for make-up and I help clients by giving them guidance in their packaging choices. Internally, I keep up-to-date with trends and innovations, to ensure that our portfolio offers the best selection of colour cosmetics packaging solutions for our clients, always striving to blend creativity with technology.
Q: What added value does packaging bring to colour cosmetics?
SC: In colour cosmetics, image is everything and packaging is a big part of that image. It transmits brand values to the consumer. Its design targets a specific demographic, while its functionality determines the consumer’s perception of the product.
There is a relationship between a pack and a product, with the pack reinforcing the product’s claim. A syringe can underline the efficacy of a cosmeceutical formula, for example, while a bold brush implies volume in a mascara. Any such feature makes the message clearer and helps sell the product.
Practically, packaging can help formula integrity. Our airtight compacts and lipsticks, for example, help preserve the product and prevent it from drying out.
Q: How can packaging help a product stand out on the shelf?
SC: In the field of colour cosmetics, it is a never-ending challenge to achieve differentiation. A pack needs to be eye-catching in terms of shape or finish. Special features must be clearly visible either in the design or simply printed on the pack.
At Quadpack we are constantly on the look-out for ways that give our clients a competitive edge. The recent acquisition of Technotraf Wood Packaging is a perfect example of our efforts in this area, enabling us to offer unique wooden components for a touch of natural luxury.
Q: How do you help clients find the right packaging solution for their product?
SC: Our mission is to help beauty brands perform. We approach ‘performance’ from multiple angles. First, we look at the formula, the brand, the market and the type of consumer it’s aimed at. Then, we look at ways to capture all this in terms of packaging. Our Quadpack Bespoke design team can produce 3D renders and functional models prior to production, to ensure that a packaging concept not only looks great but is also technically viable. The pack should support the product in all respects, even enhance it. Practically, we look at the launch plan to ensure a smooth supply chain.
Q: What are the current trends in make-up packaging?
SC: Packaging is evolving to meet the demands of today's busy women, who are juggling several things at once and have little time. Two- or three-in-one packaging concepts make it more convenient to carry and apply make-up essentials. These ‘kits’ combine two or more make-up and/or skincare products, such as primer and colour, kohl pencil and mascara or lipstick and lip gloss. Precision is a defining factor here, too: for example, lipstick must be quick and easy to apply with a single hand in any situation – in the car or without a mirror.
New gestures are another growing trend. Packaging is offering sophisticated new ways of applying classic products, making it personal and leaving the consumer feeling special. Today, concealers may come in metal roll-ons for an added cooling effect. Foundation can have a massaging sponge applicator, while a click button tells you the dosage is just right. All these give consumers a new and satisfying experience of the products they love.
Q: What’s next in make-up packaging?
SC: There are some interesting concepts in the works. We can expect further evolution of 'talking packs', packs that transmit messages thanks to their special shape or decoration. Also, a trend we have seen in skin care may well cross over into make-up: customisation. 'Made-for-you' packaging, enabling you to mix and match shapes and colours, will be sure to catch consumer’s attention and imagination.
In terms of formula, we foresee further growth in multi-functional products that combine several features in one, such as colour and moisturisation.
Building beauty brands in a disruptive landscape: an interview with The Beauty Makers
As the world changes in an accelerated pace, beauty branding is being reconfigured. In this interview, Nora Hamelin and Ambra Orini, founders of The Beauty Makers (TBM), Quadpack partner and expert in beauty marketing, brand creation and product development, guide us through these new frontiers.
Agility, the secret ingredient to respond to the crisis
Months before the pandemic turned the world upside down, Quadpack developed a new business strategy for the next 5 years. Caught by the crisis, this well thought out action plan has proven itself right and has helped the organisation have a clearer vision while it navigates stormy waters. We invited Quadpack’s COO Fabrice Revert to talk about how agility, one of the five pillars of the new strategy, is key for the future growth of the company.
How can beauty companies meet green and sustainability targets?
One of the major movements being seen across the packaging board and not just within the beauty industry is that of sustainability. As a well-known global beauty packaging supplier, and one of the top 20 European beauty solution suppliers, Quadpack takes sustainability very seriously.
Quadpack consolidates growth as it marks its position in the top 20 European beauty solution suppliers
There's no doubting that Quadpack has been working hard to grow and now benefits a dynamic presence within the beauty packaging market. The company celebrates its 15 year anniversary this year and the Quadpack name is now firming established as a go-to manufacturer and supplier within the beauty industry. Sarah Eaves explains how Quadpack has achieved its well-deserved success.
Quadpack prepares for expansion as John McDermott takes on role of COO
He was the founder and owner of Collcap and is now a board member of Quadpack Industries, following the merger of the two companies. John McDermott now takes on the role of Chief Operating Officer for the group, working with Manufacturing Division Director Ernesto Cara and Supply Chain Director Alex San Miguel, as the company prepares to expand its operations. Here, he tells us of his role, his plans and his experience throughout the merger.
Sustainable forests: Quadpack interviews Juan Luis Abian Perruca, Executive Director of the Forest Ownership Centre of Catalonia
Can a commercial forest be 100% sustainable? What is 'certified' wood and why should we care? Quadpack interviews Juan Luis Abian Perruca, Executive Director of the Forest Ownership Centre of Catalonia which provides technical and administrative support to the Catalan Association that promotes the PEFC in Catalonia, who explains.
Sylvie de France interview: Designing the perfect perfume bottle
What makes a good perfume bottle design? Its shape? The materials used? Or the fact that it starts a whole new trend? Packaging designer Sylvie de France – currently creating a range of Q-Line perfume bottles for Quadpack – explains how she incorporates that certain 'je ne sais quoi' that makes her designs so special.
Quadpack interviews Antoni Arola about design
With Armand Basi's Wild Forest for Men continuing to scoop up packaging awards, it is clear that wood is a material that is positively trending. Does this mean we will see more of this kind of packaging in future? What inspires designers to integrate it into a pack? And where does such a design begin? Antoni Arola, head of the design studio responsible for Wild Forest, grants an exclusive insight into what makes a good perfume bottle design.
A Quadpack expert's view: Wood's natural beauty
It's trending, it's distinctive, it's natural. The series of interviews with Quadpack's specialists continues and on this occasion it's on the subject of wood. Jaume Ordeig, Product Specialist – Wood, explains just what wood can add to the packaging of cosmetics and perfumery products.
Natura Bissé: 10 years in the luxury beauty sector
Our series of 10th anniversary news items continues, with an interview with our most long-standing client, Natura Bissé. Senior VP of Marketing Patricia Fisas recounts how the beauty market has changed and looks back on a working relationship that has spanned a decade.
- Jo Webb
- Interview -> QP Interview
- Created 22 Feb 2014
- Modified 23 Jul 2018
- Hits 1936