PACKAGING BOXES & COFFRETS
Cosfibel showed its metal with eye-catching coffrets for Paco Rabanne (left); while Pollard Boxes chose a luxurious yet sustainable paper- based design for Experimental Perfume Club
Sustainability and e-commerce requirements are shaping the boxes and coffrets segment, but the ‘wow factor’ remains all-important, as Austyn King discovers
THE BIG REVEAL
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n what can only be described as a turbulent year for the beauty sector, as the world strives to find its ‘new normal’ amid the uncertainty brought on by the Covid-19 pandemic, it is safe to say consumers may be taking comfort in the little luxuries now more than ever – and perhaps one of the truly timeless experiences is the joy of opening up an exquisitely packaged fragrance or cosmetics gift.
34 December 2020
This year, packaging manufacturers are rising to the challenge of not only creating beautiful festive boxes and coffrets, but adapting to their clients’ shifting needs.
A key element in beauty packaging is the opening or ‘reveal’ experience, which both confirms to consumers the appropriateness of their purchase, as well as enhancing the excitement of receiving a gift, explains Peter Conner, Commercial Director at Pollard Boxes.
“Boxes with lift-off lids are always a premium favourite, sometimes even with a shoulder showing to give a contrast between the box and lid,” he tells Cosmetics Business. Brands may also opt for hinged lids, which are more expensive but offer “great protection and ease of opening”, while Conner suggests clamshell boxes as a more cost-effective alternative to provide added value and a luxurious image.
As with all other areas of beauty, however, sustainability remains at the forefront of concerns when designing boxes and coffrets. With today’s consumer no longer willing to tolerate excessive packaging, manufacturers must step up their game to deliver more eco-friendly offerings without compromising on quality.
Pollard Boxes, for example, recently swapped its plastic inner fitments to keep products in place with a more sustainable cardboard alternative. “Traditionally, we would use a vacuum formed fitment, often with a cardboard mask and a clear plastic dust and tamper cover,” says Conner. “However, with consumers’ environmental concerns driving the move to more sustainable options, cleverly designed cardboard fitments with cardboard under supports, together with the omission of the dust cover, are becoming more prevalent.” Earlier this year, Pollard created boxes for The Experimental Perfume Club, which offers six fragrances that can be worn individually or layered to allow the consumer to create their own unique blend. To combine sustainability with a unique and
cosmeticsbusiness.com
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