PACKAGING EMBELLISHMENT
E
mbellishments like ribbons, jewel-like adornments, keychains or wearable gifts are used to elevate limited edition lines and add a touch of glamour and even bespoke options to beauty packs. Cheryl Morgan, Creative Marketing Manager at HCP Packaging, tells Cosmetics Business that HCP’s customers typically use such adornments “to add an extra special touch to compacts or palettes, or a lipstick, bringing a charming aspect to the product for consumers to treasure”.
Laurent Géry, meanwhile, is Directeur Général at Oriol & Fontanel, a French manufacturer of ribbons, cords, knots, elastics and pompoms, and a specialist in packaging and decoration accessories. He adds that these accessories are frequently used on boxes, bags, perfumes and cosmetics “to embellish and for decoration” in order to “add value to the product” and to help increase sales. In the case of Oriol & Fontanel, he notes, there is also the cachet of the “French touch”.
That said, brands need to be sure that embellishments of the free-gift kind have some relevant connection to the product or brand involved, if they are to, for instance, elevate a limited edition launch, says Benjamin Punchard, Global Packaging Insights Director at Mintel.
Bejewelled & bedazzled
From ribbons and jewel effects to keychains and wearable gifts, embellishments add a touch of glamour. But how is the market progressing in light of lifting lockdowns and sustainability trends? Asks Julia Wray
34 June 2021
As an example of a brand doing this right, Punchard points to the recent Sephora x COACH Sharky Eyeshadow Palette, whereby “Sephora brings the make-up expertise and COACH brings the design and keychain, which links well to its range of products”. “This creates a much more meaningful combination than a product with a random free gift attached,” he explains. “A similar link can be seen in Estée Lauder’s The Disney Princess Collection, which uses some very strong embellishments, but this excess works in the context of a product fit for a princess.”
THE PERFECT FIT
Beyond visual appeal, these additions offer brands ample potential for making packaging bespoke for the end consumer, meeting the personalised product trend. For HCP Packaging’s Morgan: “Giving a product a feel of exclusivity or personalisation can be a
cosmeticsbusiness.com
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64
