EMBELLISHMENT PACKAGING
real selling point. For example, a charm could be a monogram or star sign that the customer selects at point of sale to make their purchase unique to them.” And Géry, like Morgan, highlights the options for tailor-made beauty packs. “Our textile productions and developments are perfect for bespoke,” he says, adding that Oriol & Fontanel can modify by colours, sizes, the addition of names and more. “Oriol & Fontanel is, for example, producing My Burberry Bespoke in different leather colours in order to give the choice to the customer to have their own colour of bow.”
STAND OUT ADDITIONS The benefits of a tasteful bow, a bit of sparkle, or something pretty the consumer can pop around their wrist or neck are clear, then, but what is available for beauty brands looking for some bling and what pack options can these be paired with? Morgan states that “HCP’s packaging with recesses to the cover or cap offers a fast and effective way to customise the item and add embellishment via decorative top-plates. This could be via our Precious Stones decoration, inlaid jewels, studs or other ornate materials such as sequins, metal filigree or various textiles.
“HCP also offers items such as the Primo Lipstick, a travel-size mini pack that can be adorned with a hanging charm or a coloured ribbon.” She continues: “A moulded ‘diamond’ can also be added to a selection of our stock compacts, lipsticks and lip glosses to give an alluring bejewelled effect.” To make the ‘diamond’ even more striking, many brands are choosing to add glitter, mirror-effect foils or iridescent sprays.
And, on the diamond theme, Morgan reveals that “a recent new decoration, Diamond Effect, creates an illusion of inlaid jewels on aluminium packaging”. Here, “the faceted result gives the appearance of a highly reflective diamond”.
THE FUTURE OF EMBELLISHMENT Recent packaging trends have erred
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towards an eco-conscious minimalism, dispensing with ‘fripperies’ and cutting down on non-functional packaging components.
“Beauty users are reporting that product efficacy is key, but environmentally friendly packaging follows closely, so beauty shoppers will not want to see embellishments that add packaging material, but that don’t add very clear value,” says Punchard. “As such, it’s important to make sure that the value in any embellishment is clear. That could be the value in an aligned brand, but it could be a social media value (something that your target audience will want to Instagram, for example), or even environmental, like a highly embellished but refillable pack or compact, or a gift that replaces plastic in an applicator.”
One recent story combining Instagrammable ostentation with environmental awareness was that of the Louboutin Loubiworld fragrance caps, as realised by TNT Global Manufacturing. The injected zamak
Charms can be added to packaging, such as HCP’s Primo Lipstick (right), while metal filigree (HCP’s Radii Square Grande Compact, far right), or bejewelling options (HCP’s Magni Pot with jewelled top, below) can also elevate beauty packs
caps are not only 100% recyclable but come in seven highly-collectable options, from Loubifunk’s pineapple to the crocodile-wrapped Egyptian obelisk of Loubicroc.
Then there is the impact that Covid- 19 may have had on demand for bedazzled beauty packaging. Oriol & Fontanel’s Géry believes that post- Covid, demand for bespoke projects involving such embellishments will grow as brands hustle to “create buzz and communicate”. However, echoing Punchard, he predicts that “projects will be more sustainable and materials will have to be recycled or 100% natural”. “Oriol & Fontanel has developed such solutions for the last seven years and is able to deliver ribbons that are 100% made of wood with FSC certification,” he adds. With the option of using ultra- glamorous decorative effects to entice reuse and cherishing of packs among consumers, it seems embellishment fits nicely into the sustainable narrative after all
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