PACKAGING ULTRA LUXE
LUXURY HOLIDAYS
With the season of excess just around the corner, Austyn King looks at some of the essential cues for ultra luxe packaging and asks, can super high-end packaging ever be truly sustainable?
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t’s the most wonderful time of the year, as Andy Williams crooned in 1963 – and this rings especially true for the luxury beauty sector, where after an undeniably turbulent two years, it seems consumers are keen to treat themselves and their loved ones for the holidays. According to analyst The NPD Group, 29% of US shoppers are planning to spend more on beauty gifts this year than they did in 2020. But with extravagance and excess sitting uneasily with today’s increasingly eco-conscious consumer, how are manufacturers reimagining luxury packaging without sacrificing the ‘wow’ factor? “What first comes to mind when thinking about luxury packaging? Excitement and anticipation,” Lauryn Hall, SEO and Copywriting Executive at digital labelling specialist Springfield Solutions, tells Cosmetics Business. “Brands have the opportunity to create a rush of positive emotions, stand out among their competitors and create a lasting, memorable experience.”
32 December 2021
Simon Dipple, SVP International Business Development at luxury packaging provider BellaGiada, adds: “Ultra luxe packaging is packaging that beautifully conveys a brand with detail, workmanship and luxury materials in an outstanding way.
“Where the brand and product is truly ultra luxe, then the more discerning details, which layer packaging to create multiple moments of delight, are becoming key to design and construction.” And key to building this anticipation is attention to detail in every step of the process. “Something that’s very important is the outer packaging, which is the first thing the consumer sees in the store,” Marc Rosen, award-winning packaging designer and CEO of Marc Rosen Associates, who has designed ultra luxe packaging for the likes of Estée Lauder, Nina Ricci and Karl Lagerfeld, explains to Cosmetics Business. In addition, “premiumisation of products [creates] engagement with consumers, [and]
cosmeticsbusiness.com
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