Luxury Packaging tactile varnishes – are increasingly common even
in budget price brackets. Converters may find it more challenging to provide customers in the luxury space with the point-of-difference they require as the gap in aesthetic quality narrows. Luxury isn’t just about what you buy any more. It’s about what you know about the brand you are buying from. Fundamental changes are on the horizon. The younger generation is entering the luxury market, bringing new values and demands that will redefine the very meaning of luxury. Valued by customers more for what they symbolise than what they do, brands are looking to develop substance beyond a high-quality product or a desirable logo.
Packaging must now prioritise customers – the only people with the money to make a brand sink or swim. Today, brands are stepping up with mind- blowing packaging ideas that set them apart. While it might seem that even the most pedestrian offering can be dressed up as luxury or luxurious nowadays, no stone can be left unturned, and it’s what a person values or finds interesting that could determine what ‘luxury’ is for that person.
luxury product unboxing.
CREATING OPENING EXPERIENCES In this environment, how consumers get into a pack is as important as what’s on the outside. This can present a challenge for brands and their packaging suppliers as it expands the role of packaging beyond the point of purchase. Luxury packaging should strive to be more than just an attractive, protective façade ending up in the bin after opening. It can enhance the experience of purchasing, opening, and consuming the product. This experience can help create a lifelong connection between brands and consumers – something every converter should aim to provide to their luxury customers. Perhaps just as critically, interacting with the packaging should not cause any detrimental impact on the consumers’ feelings towards the product and brand.
The opening or unboxing experience is a vital part of this process and is one that 57% of consumers listed as a key packaging frustration in our recent consumer survey.
An easy-open tear tape will go a long way towards making this aim a reality. Tear tapes eliminate frustration in the opening process, turning it into an effortless, satisfying experience for the consumer and avoiding the ‘wrap rage’ that can instantly turn anticipation into anger. Using tapes, such as Rippatape or Supastrip, gives brands a way to put their best foot forward through their packaging design. Quick, easy, blade-free access to packaging eliminates the frustrating opening experiences that can harm a
Tear tapes enable converters to offer their customers complete control over the opening experience. Filtrona Tapes wants to make it easy to enhance your packaging in whatever industry you are in. For over 100 years, we have provided solutions that open, close, inform and protect, enabling our customers to improve the consumer experience with packaging.
And it’s not just ‘wrap rage’ that tapes can help resolve. Our solutions can provide on-shelf appeal with our photogravure print expertise, distinguish between real and fake products with brand protection solutions, and help reduce waste and meet sustainability goals.
SAY HALO TO SUSTAINABLE LUXURY For those who see the opportunity for packaging to play a powerful role in the world around us, both the Rippatape and Supastrip tape product lines are now available in sustainable, high- performance material options. Our growing ECO Range of sustainable tape solutions aims to satisfy the sustainable luxury megatrend without compromising on the opening experience. Supastrip PCR was a tear tape first, being made from a film using a minimum of 70% post- consumer recycled plastic. Targeting flexible packaging applications, Supastrip PCR offers all of the benefits of our standard Supastrip range, including the ability to include photo-quality designs, 2-side print and authentication features. If your packaging is fibre-based, Rippatape Halo has been specifically developed to help brands
and converters meet their environmental goals while providing customers with more circular curbside recyclable packaging options. This paper tear tape is externally certified as recyclable, with paper achieving an A+ level via the Italian National Recyclability Standard: UNI 11743 and MC 501: 2017 criteria. This means that Rippatape Halo is recyclable along with paper and board packs, is fully reclaimable, eliminates the plastic film used in standard tear tapes, and focuses on fibre recovery.
We have engineered our ECO Range tape solutions to deliver environmental benefits without compromising on performance, allowing converters to meet the sustainability demands of their customers and the broader luxury sector.
LUXURY IN SIMPLICITY
Packaging means something different for every business. Understanding its role in your end consumer’s experience, among departments in your organisation or your entire value chain, is critical to driving impact. Through activating our total tape solutions, you can do so firmly in the knowledge that reinforced creative and frustration-free packaging will give you a competitive advantage. Increasingly, brands are stepping into a world where packaging becomes an enchanting art form, where every curve, colour, and detail tells a captivating story. The unboxing experience plays a significant role in satisfying consumers’ curiosity. Well-designed packaging and surprise elements enhance the sense of anticipation and delight during the unboxing process.
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September 2023
www.convertermag.com
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