Mickaël Palthier, Packaging Director at Thalgo, came to the U’Cosmetics symposium dedicated to the ‘Cosmetic Experience’ last March 17, 2016, to present the results of a study conducted on packaging innovations to answer the following question: what can help buyers attract new customers?
88% of packaging buyers declare they search for innovation for 2018. And Mickaël Palthier first gave details on the levers on which they bank to seduce consumers.
If, in the pharmaceutical sector, convenience is the top priority (50%), ahead of recyclability (45%), and design (42%), it is the last parameter that is decisive to make users buy a cosmetic product (69%). Then there are:
• Convenience (55%), with an efficient product-packaging association to guarantee the product will be bought again
• The choice of materials (45%), which can contribute to the product’s sensoriality (soft, hot, cold, or luxurious feel…)
• Recyclability (45%), which is an advantage from a marketing perspective in terms of sustainable development, to which consumers are increasingly sensitive
Then, the speaker focused on the future, by mentioning five main development axes in packaging innovation.
Functional innovations
‘There are more and more packaging designs, and it is not always easy to understand their function at first glance,’
he declared
, ‘nor is it easy to understand what they are for when first using them, by pressing on a button or activating a mechanism.’
It is the case of Axilone’s Vaposphère, a very sophisticated capping system that can be …
