DIGITAL WORLD BUILDING PACKAGING
“And we take care of the technology, even if all the parts that might be required are not available via STMicroelectronics – we have enough experience and a large ecosystem of partners in different sectors that can put together what brands are envisioning for themselves.” And a growing number of packaging players are leveraging on integrated tech tools to facilitate similar projects, with Spain’s Faca Packaging stating that “the path to follow is to give to customers the tools to interact with the main product that the consumer will deal with until the end of its product life”, while new e-commerce boxes from Rissmann allow for the addition of an NFC chip to deliver personalisation and a customisable message.
WHAT’S IN A WORLD? Of course, developing an attractive pack that seamlessly integrates an NFC chip is only half the story. The digital space it facilitates access to must also be stuffed with engaging content, as well as offering interactivity and being visually gorgeous. Moreover, much like the real world, it should be constantly evolving.
In the case of Paco Rabanne’s latest, the ‘Phantom galaxy’, according to Puig’s spokesperson, brings together interactive filters, personalised playlists, augmented reality, interactive games and more, which are shareable on social media.
“There is new content dropped every month, all with some references to gaming codes that are booming on digital platforms,” they add. “The Phantom galaxy content has been developed with a creative agency, but with clear reference to the gaming aesthetic. Gen Z is all about gaming and entertainment. We see, every day, the rise of Twitch [the livestreaming service for gaming] and TikTok. We wanted to offer engaging content that can be easily shared on social media. “With Phantom we wanted to build an emotional connection with customers. We wanted to celebrate joy and the pleasure of being together in real life, as shown in the [promotional] movie, but also to connect to people by other means. It is a playful and immersive experience for our consumers. It’s a new conception of fragrance that answers Gen Z’s aspirations for entertainment and sharing.” RecRoom’s Schmid notes that transitioning a brand’s image and ethos
cosmeticsbusiness.com
into the virtual sphere can be a different process depending on the brand itself. “If there’s a universe that exists in TV, obviously it’s a pretty easy fit to bring it over to RecRoom. Also, for brands that have more thought about their experience in retail it seems to be an easy transition; they can take that experience and create a virtual version of that,” he says. “It’s a bit more challenging when it’s an online brand that hasn’t put any thought into a brick-and-mortar location, because it feels like brick-and- mortar when you’re in the RecRoom experience – especially if you’re experiencing it in VR. “But I think that’s almost one of the more exciting parts of it – to have a
brand that’s never had to think about retail, because it’s a huge barrier to entry, who can now think about what that looks like with a much lower barrier to entry. And it can be much more creative than the real world.” Schmid hopes brands will use the opportunity RecRoom provides to partner not just with internal studios, but also artists who really understand their brand in order to create authentic experiences. “Don’t be afraid to experiment... to put something out there and see what happens – and if you need help, reach out. We’re here and we want to be able to help brands figure out the space better and connect you with the right people to build that experience”
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