The make-up game has changed. The dynamic of 'fast fashion', where customers expect to see something new from their favourite brands on an almost weekly basis, has impacted the colour cosmetics industry. Even for large companies, the lead time from product development to launch has gone from two years to less than three months.
Now, not only do brands have to supply ultra-quick responses to market trends, but they have to do so within the framework of the certifications and legislation that govern formulas. It's an enormous challenge and one that is logically affecting the packaging industry as well.
Adaptable packaging solutions
Packaging providers must rise to the challenge on various levels. Firstly, their clients must have access to a wide-ranging catalogue of versatile, affordable and go-to solutions. Presenting these already filled with product allows buyers to see how it performs on the spot and enables them to make quick decisions. By working closely with fillers, a packager can ensure its solutions are validated with both formula and filling line.
This type of rapid-turnaround scenario is one of the reasons Quadpack's applicator tubes and pumps have become so successful, with brush, sponge and rollerball heads that can be filled with anything from lipgloss to blush and foundation.
Secondly, it is important to gain full leverage of materials and finishes. Brands need to stand out in a cluttered marketplace, and uniquely 'dressing' a stock item – personalising it with brand architecture and creating new accents to capture new markets – will do just that. Think of it as the way a high-street fashion retailer produces a best-selling dress in a different fabric and perhaps a change of sleeve; the form remains the same, but various finishes make it look completely fresh.
Smart packaging providers take the same approach: fusing standard catalogue items with their clients' identity and helping them extend their lines. In today's world, 3D printing and robotics can facilitate what were once expensive, semi-artisanal processes, such as metallic finishes, silkscreen and relief printing. Quadpack can finish compact plates with silicone, gel, wool, wood and even ceramic, for example.
However, this is not an 'anything goes' approach. Successful packaging concepts 'speak' to the customer, in their own language and with meaningful semiotics. Customisation is the new 'ready-to-wear' and clients should be presented with inspiration and options on the first meeting, again facilitating the reduced lead time now required to get the product to point of sale within the shortest possible time frame.
Thirdly, we need to stay steps ahead of the trends. Who is influencing the consumer mind-set? Millennials are often said to be driving today's market, but so are other demographics, such as Baby Boomers and Generation X, whose references are further reaching and harder to define.
Fashion is the most obvious influencer and probably has the loudest voice, spoken through vloggers, brand ambassadors and the fashion media. But cinema, technology, architecture and interior design also drive trends – both macro and micro. For the Millennial and Generation Z markets, one of the major cues comes from digital culture.
Quadpack's response is a range of products with tactile, 'smart' gestures and integrated applicators, such as the Comb Tube for brow styling and Click Stylo, which delivers a precise dose of lipstick, shadow or concealer with a simple click. The beauty on-the-go trend is driving the demand for mini sizes and palettes, too, where users can mix shades and formulas in a mobile environment, while quick-fix blur sticks minimise pores either under or over foundation, anytime, anywhere.
Trend hot zones
Korea is currently the generator of Millennial make-up trends. Quadpack has its finger on the pulse with a local Korean office and a strong, long-standing partnership with Yonwoo. Nevertheless, other markets need to be monitored as well. 'Green' knowledge is at its peak and Australia and the US, two countries at the forefront of sustainable and organic make-up and skincare, are successfully tapping into this eco-chic zeitgeist.
Never before has make up and skincare had so many diverse cultural influencers. As packaging providers, we have the obligation to help our clients embrace these new challenges, and grow together in this exciting market.
– Sonia Cerato, Quadpack Make-Up Category Manager
New Design & Advanced Technologies department concentrates on pro-active research and conceptual ideas
Beauty brands need packaging that protect and enable the formula, fit the brand and bring differentiation. Considering this triple requirement as early as possible is the focus of the new department of Design & Advanced Technologies at Quadpack Industries. Dedicated to proactive research into new trends, product ideas, techniques and materials, it aims to work alongside brands and contract manufacturers during the creation of their new formulations.
Customisation: make-up meets diversity
Women of mixed ethnicity constitute a target group that is set to growth exponentially. Yet their colour cosmetics needs are far from being met. As brands seek ways to cater to the many skin tones within this group, packaging will emerge as a key factor in 'serving the underserved'.
Niche is the new normal
It is every brand's wish to be different. In fragrance, where aesthetics rule, differentiation becomes even more important. In recent years, this has spurred a trend that has seen more and more niche brands appearing in an ever-crowded market. With a large percentage of the 2,000 global fragrance references launched by these niche players last year, the current status looks to be stabilising. In other words, niche is the new normal.
Quadpack trend directive: 3 emerging trends for 2019
Quadpack’s designers have developed three key trends based on architectural, fashion, art and demographic influences. Three trends which can be applied to beauty packaging to create surprising new designs ahead of the curve for forward-looking brands.
November 2017 Mix it! Blend it! Skincare goes BIY
Mixing facial treatments is an age-old tradition. Preparing your ingredients before applying them to your face turns skincare into a ritual. One that brings a feeling of wellbeing, of spending some precious 'me-time'. Whether blending your favourite colours or combining different products, this active involvement in the practice of skincare is trending – and packaging is here to help.
Fragrance goes natural
The world is changing. New generations have new priorities, driven by an acute awareness of the need for sustainability. As the Millennials grow up, so their influence grows. While this generation does not have great spending power (yet!), these youngsters are demanding products and practices that respect the planet. Fragrance brands are quick to recognise this demand, understanding that their own efforts at sustainability can only benefit by meeting their needs.
Quadpack trend directive: 3 emerging trends for 2018
Quadpack's creative team identifies the next big trends in the beauty industry. Its Trend Directive takes a global view of major cultural trends, including consumer lifestyles, and predicts how these will influence formulations, as well as packaging.
Changing times in the fragrance industry
As trends go, perfumery is more enduring than other beauty sectors like colour cosmetics or skincare. This area is less fickle and changeable and more inclined to embrace classic sophistication. Nevertheless, change does happen and is happening now, much of it driven by the new generation of consumers. Isabelle de Maistre, Quadpack's Perfumery Category Manager explains.
Make-up meets skin care
It's a fact that make-up and skin care are growing ever closer, and it's the packaging that makes it possible. With formulas combining all kinds of benefits, ranging from anti-ageing treatment, through SPF, to colour, new designs allow favourite cosmetics to be delivered through multi-function packs. The same pack that's good for cream is now often also good for make-up. Sonia Cerato, Quadpack Make-Up Category Manager explains.
Beauty on the go: Packaging trends seen by Quadpack
The pressure is on for today's busy woman. Increased self-consciousness, pushed by the pressure of social media, compounds her accelerated life rhythm, nurturing the demand for smart beauty products. These must allow beauty routines to be applied anytime, anywhere. Packaging providers are responding with ever more innovative solutions, riding the wave of this rising trend: Beauty on the go.
Quadpack demonstrates forward-thinking in eco friendly beauty packaging
Earth-friendly containers help save resources, energy, money and, of course, the environment. For cosmetics brands, however, such words may conjure up images of low-quality bottles, jars and tubes, that look cheap and perform accordingly. Now more than ever, this could not be farther from the truth. Today's reality is that sustainable packaging can look and perform as well as concepts devised without the planet in mind, while tying in with a rising public awareness.
Fragrance, who to be today?
Stylish, subtle, lively, distinguished. Perfume allows consumers to be whoever they want. That makes choosing a fragrance an emotional choice, with packaging a key decision-making factor. Quapack, in partnership with Premi, offers a full range of perfume bottles, from classic shapes and slim vials, to avant-garde formats for niche brands like children's cologne.
Packaging goes 'eco-chic'
Gone are the days when organic cosmetics meant low-cost, do-it-yourself recipes of dubious results. The concept of natural beauty now encompasses the whole spectrum of cosmetics, with high-end luxury brands offering first-class organic treatments, free from artificial ingredients. The beauty sector now goes even beyond organic formulas, to encompass environmentally-friendly packaging, under the new umbrella of 'eco-chic'.
New foamers tested with a functional mock-up
New formula? New delivery method? No problem! Apollo’s patented foam pumps can be tested with your formulation fast, thanks to the advanced technology of its four seasons climate control testing machine and its ability to create functional mock-up samples that look like they are made from an actual production mould.
- Jo Webb
- Company News -> QP Corporate News
- Created 23 JUN 2017
- Modified 23 JUL 2018
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