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
Smart manufacturing, in the region, for the region
The fourth article of Quadpack’s packaging development series dives into our manufacturing processes and capabilities – and how they help beauty brands perform. We invite you to discover how our manufacturing teams work to deliver the perfect packaging for each client.
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Less is more: when buying has meaning
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The world is our lab
Meet Community Lab, one of the themes of #qppackfuture that will help you understand what’s to come. Community Lab is one of the themes presented by #qppackfuture this year, as part of in-depth research made by Quadpack’s Design team to understand how people’s lives will be in the next years.
Waterless formulas have become a smart, green solution for beauty brands, answering to consumers’ needs for more eco-conscious products. Besides saving water, which is the main ingredient in many cosmetic formulas, these products allow reduced packaging and are mostly preservative-free, since these additives are used to avoid bacterial contamination that is common in water.
Forget the taboo. Cannabis sativa is not a synonym of narcotics – this resourceful plant has much more to offer than meets the eye. From textiles to medicine that helps many conditions like Parkinson’s and epilepsy, the famous hemp is multi-purpose and may have amazing effects if added into your skincare routine.
Modern but Mature, Lavinia Is Curious about What's to Come
The most experienced member of the Quadpack Family doesn’t believe in age labels. Her beauty routine translates into a mix of traditional and new: while she’s kept loyal to her favourite brands so far, she’s curious about new formulas and packs.
A day in the life of Lauren, Quadpack's proud eco-citizen
Like many urban spirits, Lauren loves her busy life. As an ever-connected urban citizen, she’s already ordered everything online, making sure that the packaging is reusable and recyclable. Tired but still committed to her self-care, she doesn’t forget to finish the day with her beauty regime.
Crafting the future: How luxury packaging is changing for the better
Business transformation for a more sustainable world was a key topic of Luxepack Monaco, one of the most important luxury packaging exhibitions in Europe that was held from September 30 to October 2, 2019. By rethinking packaging, the industry is investing in reusable, renewable, recyclable and reduced solutions, even for the most sophisticated products.
Rosa likes her skincare and make-up rituals to have a spiritual side
Over the past few months, as part of the new Trend Roadmap, we have introduced you to Quadpack’s new tribe of virtual personalities. Each one of them expresses a driving tendency in the here, now and future of the beauty and fragrance sector. They are there to help you keep you ahead of the curve in a consumer landscape that is increasingly nuanced. This month, representing the Oracle trend, we are introducing Rosa.
Let's connect with Charlotte
Over the past few months, as part of our Trend Roadmap, we have introduced you to Quadpack’s family of virtual personalities. Together, these people paint a picture of modern life and are there to guide you through an increasingly complex consumer landscape. Now it’s time to meet Charlotte, the Gen Z embodiment of the Phygital trend.
How to choose packaging for my product?
The success of any product depends heavily on the message it carries. Luxury, youth, sustainability, minimalism are more than mere categories: they communicate with consumers’ feelings and expectations. And how better to convey your message than with the perfect packaging? Some of Quadpack’s best specialists will guide you through the enchanted world of jars, tubes and packs.
Meet Frankie. He’s hip and eco-aware. Just don’t call him a hippy
Last month you met Georgina. This month it’s Frankie’s turn. Frankie is the eco warrior of the new Quadpack family of personalities. The 3R’s (Reduce, Reuse, Recycle) is Frankie’s mantra, and these values guide everything he does. Frankie spends time and money making sure his food and clothing are from ethical sources. Personal grooming is important, but formulas and their packaging must adhere to green criteria.
Understanding Sustainability. It starts with Eco Design
The first Quadpack Roadshow for 2019 gave Category Managers and Sales teams the opportunity to discuss the topic on everyone’s mind; sustainability. Making Quadpack’s products and processes greener touches every inch of the company as it aims not only to reduce its own carbon footprint, but that of its clients and customers.
Helping beauty brands develop sustainability goals
Everyone is talking about becoming sustainable. When you are a beauty brand, however, it is not easily achieved. The formula can be additive-free, animal-friendly and 100% organic, but what about the packaging? That’s where Quadpack is stepping in to help, offering clients insights into the various approaches to sustainability.
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.
- Jo Webb
- Company News -> QP Corporate News
- Created 23 Jun 2017
- Modified 23 Jul 2018
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