At present, pharmaceutical products and cosmetics increasingly realize cross-border. In the current economic malaise, high-end cosmetics packaging needs to attract consumers' attention.
The successful experience of L'Oréal Group in France shows that it is long-term for the company to build brand differentiation through high-end product image, help consumers establish the confidence of “first product users”, clean product production processes, and predict the future development trend of products. Several necessary ways to success.
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The boundaries between pharmaceutical products and high-end beauty products are increasingly blurred, not only the appearance and function of the packaging used are very similar, but also the high-grade, high-quality emulsion products, cream-like products, and mattresses.鞒 笾孪嗤 笾孪嗤 谝 谝 谝 谝 谝 ( (4) Stack ? 叨 叨 叨 叨 叨 ? ? ? 鲇 鲇 匦 匦 匦 匦 匦 匦 呶 呶 呶 呶 呶 呶 呶 呶 呶 FO FO FO FO FO FO FO FO FO / FONT >
The production lines and packaging equipment for pharmaceutical products and beauty products are also roughly the same. In the past ten years, the production lines designed and developed for the pharmaceutical industry have been increasingly applied to the daily chemical industry. Through the application of first-line brands such as Reneoline, Laureate, and L'Oréal, safe filling systems have gradually entered the beauty and cosmetics industry.
At the Paris Packaging Fair, Christophe Benoit, Regional Sales Manager of Romlig, Switzerland, said: "The safe filling market is growing very fast."
Safe filling is also used in the dairy industry. In 1994, the French company Slater began to promote safe filling technology into the daily chemical and pharmaceutical market in its newly acquired Spanish project. It is from this time on that the clean and aseptic filling technology has become the expertise of the French Slag Company, especially in the dairy industry.
Many innovative and cross-border packaging technologies can be found in emerging production processes, such as sleeve labeling, for example: For example, a crucible screen printing machine for shaped bottles can be produced in different shapes of Saga Décor, France 8-color printing on glass bottle containers; PVC shrink labels can save 69% in cost, and bring considerable production speed, strong and durable, outstanding neck mark and shrink labels; unique separation of color filling process can be different colors Cream products are layered and filled in transparent hoses and cans to create a unique pattern for good visual impact.
Brand Positioning
The packaging perspective study of the recent International Food Processing Industry Exhibition in France shows that modern product packaging is playing a role as a brand communicator and similar media in its position. Product packaging wants to convey the advantages of the product, instantly triggering consumer purchases. Packaging can tell a wonderful and credible story to win the goodwill of consumers.
The beauté company, part of the RPC Group, provides bottles and cans for Estee Lauder's whitening skin care products. A similar story is found behind the lids of these packages. Through some changes, and the direction of research and development to the innovative outer plating process for gold-plated components. Beauté stated that the new packaging has the ability to bring more cost-effective designs and extremely high-quality packaging to beauty and makeup products such as high-end perfume caps or colorful cosmetic packaging.
This legendary story began with the appearance of Estée Lauder's products. Beauté applied painting techniques and a unique and innovative champagne gold plating technique. The product has a light blue color on the outside injection molding and a transparent material on the outside to demonstrate the “medical” characteristics of the product. During the design and development of this product, some medical knowledge was also applied.
It was decided to use ABS resin, DuPont Surlyn resin, polypropylene three-layer composite structure materials for the outer layer of the packaging to achieve special visual effects, which all require important technological innovations.
Consumers are loyal to the brand. The innovation in branding and application of product packaging is an important factor in maintaining the brand's freshness.
During the injection molding of the outer layer of the product packaging, Estee Lauder products use a unique and innovative ABS resin polymer to replace the traditional ABS resin that usually damages the outer packaging to achieve better compression resistance and heat resistance. During cooling, composites often exhibit insulating properties that slow down the injection molding process. Therefore, RPC Group introduced a way to improve cooling efficiency to shorten the cooling cycle. Due to the high density of the Surlyn resin material, the cap is still soft when the composite material is removed from the mold. Therefore, Estee Lauder uses a PRC process to pick up each product package to prevent it from being damaged or deformed.
Each molded product is matched with a molded cap. Due to the perfect combination and close integration of the surface of the packaging material with Surlyn resin, the entire package surface reflects a unique light, and the visual quality is outstanding. The performance of the product bottle cap is also exceptional because it does not have the risk of misalignment. For example, even after repeated use, the two components on the cap are less likely to misalign or separate.
Some high-end product packaging has a special way of opening the lid. It can be lightly opened, and the opening position and access method are all reasonably designed, and there are large-capacity packaging containers to choose from. The product's plastic bottle cap is designed as an important part of the cosmetic packaging to highlight the perfect visual expression.
The low-profile image, color, shape, and easy-to-open convenience features of Estee Lauder packaging caps have attracted the attention of niche market brands and consumers, and brought some business opportunities.
Share market
L'Oréal Group is not the only brand in the high-end cosmetics market. Givenchy, one of its competitors, is also seeking to change and choose a smart and rich style packaging solution for its charmless series of light and starless makeup powder. For the first time, this package incorporates four different colors of make-up powder in the same container. Givenchy’s R&D and design of this product proves to the outside world that attention to detail is as important as product development and packaging itself. Consumers are not only concerned with the materials used in cosmetic packaging, but also about the pleasure it brings during use and the final retouching effect of the product. This will mean that although some consumers feel that their income is tight, they may eventually be attracted to high-end cosmetics.
One of Givenchy's success stories was a natural, crystal-like box-shaped container made of PMMA (polymethyl methacrylate). The thin-walled container was cut into four cells, and a foil stamping feature was printed on one side of the container. The bottom of the box, which is made of ABS resin, is fixed to the box body by ultrasonic welding. Four bottle caps made of polypropylene material in the box can be used to seal the four cells, and used for filling the products in the factory. Link.
