The accessory designer was amongst companies showcasing their work at PCD in Paris earlier this month, and CosmeticsDesign-Europe.com caught up with the European development manager, Brigitte Weiss to discuss the progress of cosmetic textile technology and what brands are opting for in 2013.
“Textile transfers are an innovative way for a brand to accessorize, embellish and enrich a fragrance product, and we are continuously updating our technology and materials to offer brands more choice,” she tells this publication.
Although the company is prevalent in the European, US and Asian markets, Weiss says textile accessories are more popular in Europe, particularly in the luxury segment, with the likes of Estee lauder currently featuring their floral designs.
“The new trends for this year include silk materials, lace and flowers and European brands are opting for these accessories for the likes of prestigious perfumes, more so than other countries we supply to.”
Other cosmetic giants like P&G and L’Oreal are currently showcasing Seram ‘high-end’ textiles on their products. As well as Valentino, Cartier, Dior and Chloe are also on the textile bandwagon showcasing lace, leather, wood and gems on their fragrance bottles.
In America, the development manager explains that Seram caters more to the mass market, specifically for the likes of colour cosmetics and fragrance brands.
Shift in market demand..
Seram although operating since 1986 initially provided its clients with textile pouches for perfume bottles to fit into.
Today, it designs and manufactures more than 250 million accessories such as textile ornaments, bows, flowers, ribbons, tassels, jewels, hanging trims and embroideries.
“We've evolved from providing pouches to developing a process to glue complex shapes and transfer fabric onto bottles due to the shift in the market and demand for something different," Weiss explains.
The 9th edition of the event ran over two days at Espace Champeret in Paris last week and featured exhibitors and seminars based on innovation, sustainability, competitive advantage and textile trends.