73 NOTICIAS I NEWS the shopping experience into an operation based primarily on convenience and price. “Digitalization has ‘commoditized’ sales, ” he states. In this context, he distinguishes between a replenishment purchase, in which the consumer already knows which product they want to buy, and one linked to the search for experiences. This polarization also affects the brands themselves. According to Campderà, there will be “either ‘more coffee for everyone’ brands or very specific, very concrete brands, with a project-oriented approach.” The challenge for each operator, therefore, lies in determining the competitive position they want to occupy and adapting their business model to that reality. Packaging as a differentiating element In this context, for Campderà, the function of packaging differs depending on the channel. In physical retail, especially for high-end products, materials and finishes are important, while in the digital environment, the visual dimension and the packaging’s ability to generate impact carry more weight. Nora Hamelin believes that packaging is the first point of contact with the brand, both in a store and in an e-commerce environment. “Packaging is truly central right now because, whether in retail or e-commerce, it is the first approach and the gateway to the brand platform,” she points out. Daniel Fernández summarizes the value of packaging from the retailer’s perspective with a metaphor: “For me, packaging, simply put, is the “The crowning touch of a project.” In his opinion, after the different phases of brand and product creation, the bottle and its presentation contribute to making it an object of desire. Fernández also highlights the trend towards more sustainable packaging, although he doubts that there is actual consumption. For example, with the issue of refills, brands are incorporating them and “there are indeed consumers with that awareness who buy them, even for the savings per milliliter, but I think that here in Spain there isn’t yet a refill culture.” In his view, an educational process will be necessary for both consumers and sales teams, who must also promote the sale of refills. The concept of “new” In this context, flankers and limited editions function as tools to introduce new products and maintain consumer interest. “They are sales arguments; ultimately, especially in retail, you need to fill a gap, and that often means that having a different portfolio of fragrances for the same product helps you fill the shelf or occupy a space with a certain impact,” so that it’s easier for the consumer to identify it; “if you cover a space with a systematic repetition of the packaging, with the tester in the middle and other elements, that’s a sales magnet,” says Joan Campderà. With limited editions and different versions of a perfume, brands aren’t always promoting the same product, “which would end up being very boring for the consumer.” Campderà explains that these extensions allow them to refresh communication without abandoning the main product: “in marketing, the most powerful word there is is new.” Similarly, innovation is important at the point of sale: “the store’s approach is changing towards an increasingly experiential space, where the consumer can truly enter a beauty world and brand micro-worlds within this space. For me, this is one of the major trends we see in retail globally and in Spain. There are more and more in-store activations; something has to happen,” Hamelin states. It’s about offering consumers added value compared to exclusively online purchases. A trend toward personalization is also seen in perfume retail, thanks to a whole range of tools, particularly AI and digital ones. “It’s a great opportunity for brands and retailers to truly provide highly personalized advice and follow up, to have a closer relationship with the consumer, understand them better, and serve them better,” explains Nora Hamelin. Finally, for Daniel Fernández, product recommendations constitute one of the main competitive advantages of specialized retail. “For us, product recommendation is extremely important, and it’s crucial that our teams are highly trained by the brands, have a thorough understanding of the treatment principles they’re recommending, and, above all, understand the consumer’s needs,” she concludes. This perfumery and cosmetics retail sector, where large-format stores coexist with more specialized, prescriber-focused establishments and niche spaces, is evolving towards more experiential perfumeries, where packaging maintains a key role as a differentiating factor and a way to connect with the consumer.
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