Viewing beauty from a different angle, wondering whether we have really seen it all, and if it would not be useful to consider other innovative approaches… It is actually crucial for the cosmetics industry to keep surprising and seducing ever-more demanding consumers, which also applies to packaging. Astrid Rutkowski, of the Pochet group, provided a demonstration with supporting examples at the PCD show held in Paris in January.
The Pochet group has a mantra: combining innovative know-how to serve your packaging dreams. Endowed with three divisions (Pochet du Courval, Qualipac, and Solev), this high-end perfumes and cosmetics packaging supplier is also an innovative pioneer in this field.
‘What is beauty?’
Astrid Rutkowski asked straight away. After reviewing what was written in the literature on this theme, she only kept a quotation by Coco Chanel:
‘Beauty begins the moment you decide to be yourself.’
This sentence dates back to several years, but it is still absolutely true today.
And it is also very eloquent in the field of cosmetics. Indeed, the ‘nude’ trend that emerged a few years ago reveals how today’s women seek to be themselves, even if it is them, only better.
The place of beauty packaging
To focus more specifically on beauty product packaging, Astrid Rutkowski raised the issue of the role we give it today.
She took the example of a cream jar.
On the one hand, there are standard, quite ordinary jars: they are perfect for customers for whom the formula has an important value and the packaging is just secondary. On the other hand, there are jars designed according to a whole different …
