Webinars and online exhibitions have boomed in 2020 and brought more ways to interact with customers and partners
The beauty industry has always relied on the senses to promote its products: touching, seeing, smelling and trying a product has been an integral part of sales and marketing strategies. Until now. COVID-19 has caused a dramatic shift in how brands interact with their audiences, particularly affecting events and exhibitions.
Since May 2020, Quadpack has organised 4 webinars, ranging from topics like design, sustainable materials, future trends and the importance of cosmetics packaging for start-up brands. Unlike a physical event, the webinars aim to provide content as an added value to attendants. “Our goals are to spark collaboration with brands and to improve the quality of interactions we have with our clients, besides positioning ourselves as a reference in beauty trends,” says Sarah Eaves, Quadpack’s Marketing Manager. Although the financial investment is much more modest, online events require much more time and preparation in presentations, rehearsals and training. “We’ve really seen the benefit of reaching out to more people in different regions, something that we wouldn’t have usually been able to without this tool.”
Technology has been supporting brands in keeping the conversation open with clients and partners, opening interaction possibilities on online platforms. “When travelling was impossible or not recommended, and exhibitions started to be postponed or cancelled, we decided to use technologies we built for design and marketing purposes to create virtual events,” says Lars Hoffmann, Chief Operating Officer of Webpac, a cloud-based platform for packaging brands and suppliers. Webpac has launched its first-ever virtual exhibition, Webpackaging LIVE, bringing offline features to an online environment. Running from September to November 2020, the exhibition shows 3D versions of products, with links to catalogues, specifications and even the possibility to interact with a sales representative. “Differently from webinars or other content-based virtual events, our focus is on the product. We believe it’s a natural evolution of how to display packaging,” he says.
Although the COVID-19 pandemic represents a challenge for exhibitions and event managers, it has also accelerated an inevitable trend. A few weeks before the lockdown, in January 2020, the Beauty Cluster Barcelona (BCB) invested in new equipment to stream their workshops and events. They were, without realising it, preparing themselves for the challenging times to come. “We had time to experiment it before and we liked the format,” explains Ivan Borrego Valverde, BCB’s General Manager. Since then, around 60 webinars, talks, forums and workshops were done virtually, fifty per cent more than in previous years. It allowed them to have more international speakers and attendants, although he believes the attention span and the networking are still compromised. “We’re well adapted to the online environment and platforms have evolved rapidly, but many people miss the face-to-face contact.” The future lies with hybrid events, he believes, and BCB is preparing to come back with physical conferences soon, with a limited forum, a wide streaming capacity and the possibility of a deeper B2B interaction.
Quadpack has plans to continue organising webinars, in parallel with traditional events. “It’s a complementary tool that allows us to collaborate with our partners, share Quadpack’s expertise, skills and knowledge. We would like the people who attend our webinars to be inspired by their content and want to work with Quadpack in the future,” says Eaves.
Louvrette one year on: a successful journey
What happens when German engineering excellence meets creativity born in Barcelona? A raft of innovative solutions, developed, produced and delivered in a way that’s sustainable, creative and efficient. That is just one of the outcomes of the rare but successful ‘marriage’ between German manufacturer Louvrette and Quadpack. A lot has happened in the year since the acquisition, which pushed Quadpack into the Top 10 of European beauty packaging providers.
Doing it right, differently, better
In a new world marked by changing behaviours and conscious consumerism, needs and market demands, businesses are increasingly governed by ESG (environmental, social and governance) standards. For years, Quadpack has been committed to these three factors that measure the environmental and societal impact of a company.
On 1st of June, 2020, Quadpack started operating in Japan, with the opening of a commercial office. With a strong presence in the Asia Pacific region, with facilities in Australia, China mainland, Hong Kong, Taiwan and Korea, Quadpack lands in Japan with high expectations about one of the most promising markets for the beauty packaging industry.
Quadpack advances in sustainable procurement
Quadpack has held an EcoVadis Silver Medal since 2018, which means the organisation complies with the highest standards of CSR, covering environment, labour & human rights, ethics and sustainable procurement. By joining the Buyer Module, Quadpack will also be able to conduct the assessment and follow the evolution of all its suppliers, globally.
Starting a digital transformation journey
Technology has been at the heart of Quadpack’s global expansion. In recent years, organic and inorganic growth posed many challenges for processes, data and system harmonisation throughout the business, so the organisation has opted for a bold digital transformation strategy that will support its future evolution: Quadpack Connect.
As Sustainability and Innovation are key priorities for Quadpack and the global consumer market, the organisation feels the responsibility to work with supply partners from all regions to establish a new way of doing business, where collaboration is the new competition. On November 13, 2019, Quadpack held a dedicated suppliers’ conference on Sustainability and Innovation in Hong Kong to facilitate this new era of partnerships. Held during the 2019 edition of Cosmopack Asia, in attendance were Quadpack’s top 20 Asia supply partners.
Quadpack Foundation gives back
The global reach of projects developed by the non-profit organisation proves that social action is in the heart of Quadpack’s commitment with its surrounding communities. The non-profit organisation, established in 2016 went from Good to Great, ending the year with a record mark of 10 projects in 7 countries.
Every year, Independent Cosmetic Manufacturers and Distributors (ICMAD), a US-based organization of industry providers, organizes a prize to celebrate young design talent at college level. The ICMAD Young Designer of the Year Award, of which Quadpack is a proud sponsor, is part of our commitment with the future of beauty packaging.
Quadpack acquires Louvrette and is now placed among the top 10 cosmetic packaging providers in Europe
A recently announced deal has put Quadpack among the leaders in cosmetic packaging manufacturing in Europe. The German beauty packaging company, Louvrette, with more than 180 employees, 8,500m2 manufacturing facilities, 40 injection-moulding lines and a range of more than 100 innovative and sustainable products, is the new member of the Quadpack family.
What next for beauty? New trends unveiled at the Quadpack Roadshow
Twice a year, Quadpack managers, sales teams, designers, technicians and executives get together at the company’s global HQ in Barcelona for the Roadshow. It’s an exciting, inspiring event, where future trends in beauty packaging are presented. These predictions are based on solid market research, an intimate study of shifts in social and consumer behaviour, and most importantly, feedback from Quadpack’s clients and customers.
Starting out right - The Quadpack Foundation and Los Primos
Quadpack Foundation, the charitable arm of Quadpack, is particularly concerned with helping disadvantaged children. As Accounting Manager at Quadpack’s Dallas-based, US Distributor East Hill Industries, Casandra Sanders was well aware of Quadpack Foundation’s values. She thought them a good fit with Los Primos Dallas, a local, non-profit organization she herself is involved with.
Quadpack opens new corporate floor in Barcelona
The last 2 years have seen hard work and growth for Quadpack - while the company experienced constant expansion, the teams have gotten bigger, requesting more space and comfort. The group commitment with sustainable practices and people wellbeing posed a very welcome challenge to the Facilities team in the Barcelona headquarters: how to create an office that is easily adaptable to the business changes, eco-conscious and welcoming to Quadpackers and visitors?
Quadpack boosts its Asian presence with a new office and service team in South Korea
South Korea is a global leader in the beauty industry. Not only does it host some of the world’s largest cosmetic companies, but many trends born here have a huge influence in Europe, the US and beyond. Quadpack was an early adopter of the Korean beauty phenomenon. Since 2007, the company has been the exclusive partner of Yonwoo – pioneers of airless packaging – in Europe and Australia.
Translating Sustainable Development Goals into actions
The United Nations Global Compact initiative proposes 17 Sustainable Development Goals (SDGs) that lay out a path to end extreme poverty, fight inequality and injustice and protect our planet. Quadpack has now designated the four SDGs where, as a beauty packaging provider, it can have the greatest impact.
Held in Bologna, Italy every year, Cosmoprof Worldwide is one of the beauty industry’s leading trade events, covering everything from raw materials to finished products. As Quadpack grows, logically so must its presence at trade fairs, and the intent at Cosmoprof 2019 was to make the company stand bigger, better and more Wow. It worked! This year, the Quadpack stand received a record number of visitors.
Seeking synergies at the Quadpack European Suppliers’ Conference
Quadpack hosted its annual European Suppliers Conference in March 2019, an event that provided an opportunity for suppliers and partners to get together, learn, workshop common goals and study ways to grow together. Over 60 representatives attended the event at the historic 1898 Hotel in Barcelona.
Quadpack: a Little Big Company
Quadpack is a company built on people. Our skills, values, work ethic and shared vision are what drives us forward. We are today an almost 400-strong global team, expanding into new territories. Last year, we significantly increased our presence in Asia and the US. We invested €2.4 million in our production facilities. And we increased our sales by 15%, with a turnover set to hit €104 million.
Driving the debate on sustainability
Sustainability. Everyone is taking about it, but what does it really mean? There are many different interpretations and even more courses of action. So how can businesses best embrace it? As an active member of the beauty packaging industry, Quadpack has taken the debate to its clients, with a view to sharing knowledge and working together towards a common vision.
Nurturing tomorrow’s talent in design and innovation
Quadpack is a company that depends on constant innovation, so encouraging and promoting talent is vital to what it does. Tied closely to its CSR (Corporate Social Responsibility) strategy, it works in several areas: strengthening ties between universities and industry, sponsoring relevant prizes and awards, boosting entrepreneurship and supporting small business initiatives.
Quadpack Foundation reaches out across the globe
2018 has been a busy year for Quadpack Foundation. Quadpack's charitable arm supports social and environmental projects wherever the company is present in the world, with an emphasis on helping disadvantaged children and young people get a good start in life. Throughout the year, it worked with NGOs in Europe, the US and Asia.
Cosmopack Asia: a time for partnership and celebration
Cosmopack Asia was a huge success for Quadpack this year. The YouWood collection in particular was a real crowd-puller, comprising selected Q-Line packs adorned with sustainably-sourced wood. As always, Yonwoo’s airless packs proved very popular. Quadpack also participated in the event’s SKINTONIC skincare project, plus we hosted our annual cocktail party – this year, in celebration of our 15th anniversary!
Innovation first: cutting-edge 3D printing technology accelerates creative process
Quadpack’s department of Design and Advanced Technologies has invested over €200k in the latest 3D printing technology at its UK research & design facility. The Stratasys J750 will accelerate the early stages of bespoke package design and development, while helping to test new ideas.
Quadpack sponsors degree project at ELISAVA design school
The way we experience fragrance is changing. Young consumers have different expectations and want more than a nice scent in an attractive bottle. So how do we relate to fragrance and how can packagers ensure engagement with the new generation? Investigating this topic was Quadpack’s brief to the students at the ELISAVA University School of Design and Engineering in Barcelona, Spain.
- Jo Webb
- Company News -> QP Corporate News
- Created 29 Oct 2020
- Modified 26 Oct 2020
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