PACKAGING BOXES & COFFRETS
Also getting into the festive spirit is Spain-based Cosfibel, which recently unveiled a line-up of eye-catching metallic coffrets for fragrance brand Paco Rabanne. Available in a variety of colours to complement the Puig-owned brand’s fragrances – One Million, One Million Parfum, One Million Lucky, Olympéa, Black XS and Pure XS – Cosfibel used an embossing technique to develop the lid and sides of the tin-plated coffrets, creating a surface effect by stretching the metal. Meanwhile, in line with the move towards sustainability, Cosfibel replaced the sheath, traditionally made from PET plastic, with a band made from Kraft card by Spanish packaging company Grumbe.
LET’S GET FLEXIBLE
As the global coronavirus pandemic continues to leave a lasting impact throughout beauty and beyond, brands have been forced to adapt to survive amid months of lockdown, store closures and more. However, unprecedented times can also present new opportunities, and with online sales surging as retail opportunities were limited, it is unsurprising that more brands are putting e-commerce first in their packaging strategies.
Germany-based luxury packaging specialist Procos, for example, is tapping into the boom in online shopping with its Yoga boxes, designed to create a unique customer experience for e-commerce purchases. Named for their flexibility, the Yoga
and Yoga Light boxes consist of two parts: an simple outer shipping box made from corrugated cardboard, which can be customised with the client’s desired colours, patterns and prints; and a contrasting gift-like inner box which houses the product, and can be embossed, photo printed and given a matte or glossy finish. Meanwhile, the boxes are made from 100% recyclable material and can be shipped to clients flat before being assembled to send to the end consumer, allowing companies to save on transportation costs. Stéphanie Havard, Operations Director at Procos France, tells Cosmetics Business: “The first main challenge was to offer a box without magnets and without stickers, so a box which could easily be recyclable.
36 December 2020
“We worked a lot with our innovation team to get this new construction with extra flaps.” To enhance the boxes’ eco-friendly credentials, she explains, “we had the idea to develop a special cardboard which is much lighter than the traditional greyboard used for the
boxes, so we could reduce the CO² footprint of transport. And the light weight could be a bonus to save shipment costs to the final consumer.” Furthermore, Havard reveals: “More and more of the brands we are working with ask us to offer a box which could be used for retail and for e-commerce. This allows the brands to reduce the number of references and to have the same image once the final consumer gets the box in the shop or via e-commerce.
“This is important to create the same shopping experience, even if the trend is to buy differently.”
Indeed, in such uncertain times, a flexible approach when designing boxes to provide both online and in- store appeal could be a promising way forward for packaging companies. Knoll’s Cohen confirms the company has also witnessed a “remarkable amount” of demand for its digitised packaging solutions, which include QR, AR and NFC technologies. “As we continue to navigate the impacts of Covid-19, brands are using packaging as a gateway to connect with their customers, building trust with authentication or explain their commitment to sustainability,” he says. “By using technology brands can create in-store experiences,
Procos’ Yoga boxes are designed to create a unique experience for e-commerce
demonstrate product use, offer try-on experiences, build brand loyalty with the consumer and much more.” And to help brands maintain this connection with consumers during times when in-store opportunities may be limited, close collaboration with clients is key, stresses Cohen. “When we begin to work with a customer on their project, it is incredibly important we understand their goals, whether it be the type of emotional impact they want to have or a sustainability objective, for example a fully recyclable package.
“The more collaborative we are with a customer, the more we are able to help their decision-making process, provide the best solutions and drive sustainability.
“It is a back-and-forth to find the intersection between design, sustainability and manufacturing.” As Knoll prepares to unveil its next batch of holiday coffrets, Cohen adds: “The greatest challenge is maintaining the brand DNA while adapting to truly sustainable solutions. Holiday coffrets are often the most iconic and exquisite packaging of the year, so we continue to challenge ourselves to innovate through these challenges.” Pollard Boxes’ Conner voices a similar sentiment, noting: “In the current climate it is very hard to predict what lies ahead.” However, he remains optimistic about future developments, adding: “Rigid box making is always exciting. Paper over board offers so many options to challenge the senses such as textures, metallics and embellishments.” Ladous at Pure Trade agrees: “All projects are exciting, because they require creativity to come up with attractive and unique solutions.” And boxes and coffrets offer plenty of creative scope for what the company calls “wow effects”, including pop-ups, removable and reusable accessories, as well as debossed or embossed printings, glittery, shiny or matte effects, and selective UV varnish to give brands’ festive offerings that finishing touch of holiday magic. With such enthusiasm and innovation, there will surely be no shortage of boxes and coffrets to cater for all variety of brand and consumer needs, ensuring that whatever the weather, brands will have the gifting season all wrapped up
cosmeticsbusiness.com
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