ULTRA LUXE PACKAGING
the consumer that story behind it. And that’s what people are asking for.”
A striking example of this is Hope Fragrances, the debut fragrance brand from Audrey Guss, who is chair of the Hope for Depression Research Foundation in the US, with 100% of the fragrances’ sales supporting the charity’s work on finding a cure for depression.
Comprising three scents – Hope Original, Hope Sport and Hope Night – Rosen designed the packaging with hand-polished crystal bottles from Pavisa Glass and a metal neck by Walsen International, housed in a rounded white and gold box by China’s Blueprint Luxury Packaging. Coming at a time when one third of US consumers report struggling with depression and anxiety during the Covid-19 pandemic, according to the CDC and Census Bureau, this is not the only shift in consumer behaviour manufacturers are keen to incorporate into their luxury packaging. “An increasing trend in luxury beauty packaging has been interactivity, especially augmented reality,” says Springfield’s Hall.
“Beauty brands are using augmented reality to engage their consumers with their products and brand, be that teaching them how to use their product, how to recycle the packaging or even trying products on before buying them.” Today, Springfield offers its clients interactive packaging options, utilising technology such as augmented reality (AR) and QR codes to help brands connect with their customers, providing an all-important additional layer of value as well as security measures.
“Our technology and innovation team have also been expanded to accommodate a growing interest for us to incorporate technology and anti-counterfeit measures into our packaging, and we expect to see greater demand for this during 2022,” says BellaGiada’s Dipple. Finally, the rise of e-commerce is something that cannot be ignored, and while many consumers may be flocking back in-store to shop for
‘ T here will likely be an
enhanced focus on luxury ‘shipping’ packaging
their luxury gifts, it is equally important not to alienate those who may be unable or feel uncomfortable doing so.
“If the behaviour has changed, so will the packaging,” summarises Hall.
In the future, “there will likely be an enhanced focus on luxury ‘shipping’ packaging, something that can be quite challenging for brands due to the rugged nature of product deliveries.” And as the world seems to be approaching a crossroads, slowly beginning to emerge from the Covid-19 pandemic yet still facing a mounting climate crisis, where not only profit margins but our planet’s future hangs in the balance, it will be intriguing to see which way the future of ultra luxe beauty packaging will turn. Dipple says: “It’s our belief that the luxury packaging sector may become more polarised, with product packaging migrating either to having a planet-free impact, or being removed from the supply chain where possible.
“At the other end of the spectrum, we see ultra luxe packaging becoming more premium and detailed – while still being as environmentally neutral as possible – with secondary use or collectable characteristics which both delight the consumer and convey the quality of the brand beyond the product’s use.”
Interactive packaging options such as AR and QR codes can add value and security measures for luxury brands
Sustainable luxury looks set to remain the buzzword for the category, as Ucchino says Premi is focusing on refillable and sustainable solutions and “products that can communicate green messages without losing the aesthetic part.” Perhaps, then, this is not such a paradox after all, as GPA’s Valdes observes: “The thrust for greater social responsibility complements the modern definition of luxury: that beautiful things go hand in hand with an ethical approach.” While it remains to be seen what the future holds, there is no shortage of luxury packaging options to deliver the most memorable and luxurious experiences for many holidays to come
GPA’s Eco-Logic range offers sustainable luxury, while fragrance brand Hope conveys its charitable purpose through distinctive design
cosmeticsbusiness.com
December 2021 35
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