26TEMA CENTRAL I MAIN TOPIC in Seville, a pioneering project that, in collaboration with Ecoembes and Ecovidrio as environmental partners, aims to promote the circularity of perfume and small cosmetic product packaging (makeup, nail polish, perfumes, samples, etc.) through selective collection at more than 60 retail locations in Seville. Improving the consumer experience Decorative printing and texture for luxury packaging is one of the trends that WestRock experts point out this year. Brands are trying to use (or imitate) materials that consumers associate with luxury and quality, such as metal, wood grain, leather, suede, velvet, or silk, in addition to adding touches of texture with the use of pieces of ribbon or natural twine. Textured items also encourage consumers to touch the product and packaging, appealing to a sensory experience. The second trend they highlight is the creation of layers to add depth and dimension to personalized luxury packaging. For example, the use of die-cut shapes reveals another layer of packaging in a contrasting color to create a shadow box effect. Layers are also used inside the outer shell: brands add layers that must be removed to access the product, adding more depth to the unboxing experience. Offering consumers a unique experience with luxury packaging design is the third trend identified by WestRock. According to a Forbes study, 75% of consumers are more likely to buy from a brand with a strong narrative. Packaging can help tell the brand’s story, using QR codes or by leaving space for text on the sides, inside, or on personalized inserts and cards. Unboxing remains important, alongside the rise of online commerce, so creating a unique opening experience remains a trend. Finally, experts point out that luxury packaging is increasingly sustainable, due to consumer demand, as mentioned above. Packaging innovation In perfumery, bottles with unusual shapes and exclusive decorations continue to make a difference. Of note are the bottle inspired by a haute couture dress by Rochas Audace (Heinz Glas/Albéa), the wings of Zadig, the new women’s fragrance by Zadig & Voltaire, and the butterfly from La Bomba by Carolina Herrera, in a refillable bottle (Pochet du Courval). Also, Venus by Nina Ricci, with an Art Decostyle bottle created by Pochet du Courval, which stands out for the contrast of the two brushed gold shells decorating the glass and the shiny black Novassu cap reminiscent of a pearl. Originality sometimes lies in a subtle asymmetry that requires great technical complexity. This is the case with Fiamma, the new fragrance by Ferragamo, for which Bormioli Luigi created a bottle whose luxury lies in its subtle asymmetry, visible on the front, back, and both sides, with sophisticated decoration: masked metallization and two-tone double screen printing. In cosmetics, droppers are leading the way in innovation. Alglass developed the packaging project for the cosmetics brand Annaïs Paris, with 20% recycled material and highly precise decoration; SVR chose Micro Airless by Aptar Beauty, a 100% plastic airless container for its latest sunscreen, eye contour, and skincare treatments, Lumson has launched two new push-button droppers, the Alu Drop and Alu Drop Touch, with a textured surface; and Virospack has introduced screen printing on glass pipettes, allowing beauty brands to personalize their packaging, reinforcing their visual identity. Aptar Beauty has also launched the Derma Series, a selection of airless containers, droppers, aerosols, cosmetic pumps, dispensers, and sprayers, including the Micro and Mezzo airless containers, which are fully recyclable and available in a wide range of Cada vez más, las marcas están potenciando la reciclabilidad de sus productos Brands are increasingly promoting the recyclability of their products ‘ Sisley Neuraé - Quadpack.
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