The most basic component of a successful brand is not only its market positioning, but also its difference from its competitors. Once the goal is clear, packaging plays a role in the performance and description of brand positioning.
Nowadays, the packaging trend of cosmetics is changing almost every day. It has been proved that more creative packaging forms can not only bring visual enjoyment and convenience to consumers, but also promote their desire to buy goods. Now, when consumers buy goods, they are very interested in the experience of shopping, and they will be happy to accept the new technology. Therefore, the boundary between high-end products and popular products is becoming more and more blurred. At the same time, manufacturers of cosmetic tube and distributors of cosmetic tube spare no effort to promote innovative packaging, hoping to meet more needs of consumers within an acceptable price range. However, what kind of effect will it bring in cosmetic packaging? It's all up to the market. The most basic component of a successful brand is not only its market positioning, but also its difference from its competitors. Once the goal is clear, packaging plays a role in the performance and description of brand positioning.
Any manufacturer should understand that the awareness of target customers will directly affect their brand strategy. Today, there are too many cosmetic products to choose from, whether in supermarkets, specialty stores or on the Internet; Consumers have complex and demanding requirements for cosmetics, even for their packaging. When female customers of any age or skin characteristics choose cosmetics, they will find the most suitable target brand for their age from various sales channels; Cosmetics companies will also make corresponding changes according to consumers' buying habits.
In order to attract customers of different ages or classes, cosmetics companies will launch a variety of brands of products, so now manufacturers always have to keep up with the needs of consumers. The ever-changing needs of consumers also provide cosmetic packaging tube manufacturers with an opportunity to develop new technologies and pursue innovation. Taking cosmetic cosmetic tube manufacturers as an example, their products have developed from the former pigment extrusion cosmetic tube to the current four-color printing and hot stamping cosmetic tube. In the choice of substrate, multilayer coextrusion composite cosmic tube, soft touch cosmic tube, holographic cosmic tube, custom die-cutting cosmic tube and screen tone printing cosmic tube are all good products to stimulate the audience's vision and purchase desire.
Take transparent packaging as an example, there are many processes to be completed, but it is difficult to form smooth transportation and transmission between these processes in the past, but now the mode of multi process combination production has become popular in almost all packaging. In addition, due to the diversity of colors and materials, metal packaging conveys noble and elegant temperament. Even simple packaging or simple positioning products will make people shine.
Before the packaging, the material form is single, no more than metal, plastic or glass packaging materials. Now, any material, cut into any shape of small bag, capsule and composite packaging can be seen. For the choice of packaging style and material, the market positioning of commodity brand is the most direct determinant. Sometimes, the birth of a new packaging technology can give birth to a unique packaging concept. In order to explore new areas, in recent years, food packaging also combines a lot of cosmetics packaging process technology, and has achieved very significant results.
Developing a new brand, a very important factor is the cost and return. When a brand is positioned in a special distribution and sales channel, its retail price will be determined, and then the cost of packaging will be determined. Now the product manufacturers are experiencing the challenge from the product, not only to meet the price restrictions of the retail market, but also to be different from competitors, to achieve their own profit goals, especially in the field of mass consumption. Packaging can make a brand exude unique charm and strengthen its brand effect. Whether it is selection, purchase, or use, an excellent packaging can enhance consumers' attention to the brand, and even loyalty.
And a successful brand must have a strong support team, including sales, marketing, data monitoring, cosmetics packaging design, etc. these experts should not only understand the needs of today's consumers, but also have a sense of innovation, and be willing to choose new technological achievements in the field of packaging, which is the key to the success of any brand| Cosmetic tube shape and color design innovation, has always been for cosmetics and personal care products, the demand for cosmetic tube packaging is very high, including many innovative solutions involving image design. Meridian and regal of Alcan beauty (cebal) adopt the latest lisson packaging“ As far as decorative patterns are concerned, their purpose is just to attract customers' attention. " Chris Barry, manager of the Packaging Council of cosmic tube, commented. Last October, at beautybank, EST, New York é E Lauder has launched three new cosmetics and skin care products: American beauty and first And good skin are exclusively sold in Kohl department store, while cosmic tube supplier produces cosmic tube packaging products for these three products. Among them, the good skin series products are packaged with oval cosmic tube, the screw cover is tightened, the printing process is offset printing, and the gloss coating is applied at the same time. The products have two specifications of 50 ml and 200 ml. The silver series cosmic tube in American Beauty series adopts offset printing. Its production line can also be used for the packaging of various plastic cosmotic tubes, and has a light pearl color. By means of silk screen printing and heat transfer printing, it can produce cosmetic bottle caps with shrinkage effect. Another area that the company focuses on is the packaging of personal care products. They developed a kind of relief cosmotic tube, which has a special touch when touching the thin-walled surface. Alcan company will develop their own packaging styles according to customers' requirements, so that these cosmic tubes have unique recognition ability. Avon's tube mounted hair removal cream is easy to use and does not need to be applied on the hand.
Recently, cosmic packaging company has developed a new type of tubular packaging for skin care products without hand free application. According to DEB Spaeth, the company's sales manager, this is a cosmotic tube made of a mixture of high-density and low-density PE materials. Its special functions are realized by sponge, pumice and massage head, and these devices are welded to the seal.
In addition, custom cosmic tube has recently launched a 35 mm oval, hands-free packaging of cosmic tube with a sponge head on the top to apply 3S (skin so soft) hair remover. "The sponge head is a closed unit that prevents hair removal cream from being sucked into the sponge," Mr. Spaeth said.
According to Mr. Zena sekavec, a color packaging engineer, the biggest sales advantage of this kind of cosmic tube packaging is that it does not need to be smeared by hand. "For customers who use hair removal cream, they will complain that their hands are dirty because of the application, but with the sponge head, it will become more convenient to use, not only fast, but also effective," he said. When scrubbing the depilatory cream, only a piece of flannelette is needed. Therefore, most of the depilatory cream will not come into direct contact with hands. ". Mr. sekavec added that cosmetic tube has always liked to make the packaging of cosmetics have unique visual characteristics, and at the same time, in terms of design, it also considered the impact of products on allergic organs such as eyes.
According to Mr. sekavec, the biggest problems that need to be paid attention to are the compatibility between the sponge and the product, as well as discoloration or deterioration. "We've changed the color of the sponges so there's no noticeable fading due to the depilatory cream," he said. And after testing, the cavernous body will not produce irritation or adverse effects on the skin. The new type of cosmic tube packaging has higher requirements in shape and color
According to cosmetics packaging, last year, the expansion of the global skin care market created conditions for increased demand for composite and aluminum cosmetic tube packaging. Specifically, the market of anti-aging skin care products has been growing rapidly all over the world, and most of these products are packaged with cosmic tube, not only because consumers need and accept such products, but also because composite or aluminum cosmic tube has good permeability, for those products sensitive to oxygen or fragrance, These characteristics are exactly what cosmetics and personal care products need. In addition, many cosmetics or personal care products companies that used to put their products in jars or bottles now use cosmetic tube packaging, because it can not only meet the requirements of consumers and is convenient to use, but also further expand the sales of cosmetics and personal care products. It is also reported that in the recent competition held by the tube Council, the cosmic tube provided by Montebello for noxzema soother and smooth bikini analgesic was selected as the designated use of cosmic tube in the pharmaceutical industry that year.
Global cosmic tube company has higher and higher requirements on the shape of new cosmic tube, hoping to adapt to the requirements of higher grade decoration, higher quality and more diversified colors. "Everything seems to reflect the tendency and inevitable trend of the market for coextruded cosmic tube packaging, because this kind of cosmic tube can indeed be continuously innovated to meet the needs of high-level consumers," he said. Mr Farley added that increased packaging requirements for the new cosmic tube also led to additional investment due to increased production capacity. Such as the introduction of modern labeling devices, hot stamping, silk screen printing and offset printing equipment to meet customer needs. For this reason, the company has designed a series of new cosmic tube production projects, and achieved a good combination of a series of cosmic tube packaging, which has achieved good results in the production of some special seasonal gift bags or related products.
Ms. Jennifer Hackett, sales manager of Amcor plastube in Quebec, Canada, said that with the growing maturity of the beauty industry, consumers put forward higher requirements for the visual effect of packaging, the design of covers and packaging. She said: "we recently found that the color of cosmic tube began to develop towards metal like color. For example, the side wall effect of our polyfoil is modified very simply. The highlight is that the stamping position is on the side wall and the cover.". In addition, polyfoil cosmic tube was recently used by John Freida company, which helped Tony & guy (TIGI) company to develop a kind of hair thickening cream called codky. Ms. Hackett said that the silver side wall of polyfoil showed the beautiful packaging appearance of the product, and the upside down cover (TIGI's own patent) was used to make the cosmic tube upside down, Let this product exude a unique charm.
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