Cosmetics packaging is not just packaging. And current trends can definitely make it turn into a ‘smart’ tool with new functionalities. At the 2016 Natural Cosmetics Conference held in Berlin last September 27-28, Charles Calvert, of Brandpack, presented the four dimensions packaging must have for a high performance.
Charles Calvert is the Creative Director of
Brandpack
, a German company specialized in packaging design and brand strategy consulting. His passion for packaging dates back to when he was 13, when he came in a record shop and got lost in admiration for the sleeve of a Clash album… Today, he has a 20-year experience in this field.
And his message is clear: packaging must be redesigned to take into account the latest trends and their implications for cosmetics, including natural cosmetics.
Packaging: the basics
First, Charles Calvert explained he developed his expertise by strongly associating packaging design and technical know-how, and by nourishing this relationship with his curiosity and passion to understand a brand from a global standpoint. He asserted both his enthusiasm for the different materials, shapes, finishes, and graphic designs, and his technical skills to make efficient packaging: to him, all these interactions are key to the success of a brand.
He reiterated that traditionally, cosmetics packaging plays a role in protecting, storing, handling, and transporting products, as well as in the brand’s communication strategy. In the case of natural cosmetics, it must also have specific environmentally friendly characteristics, for example as regards the origin or …
