The packaging intends to give customer’s new sensations with its raised velvet design on the shell.
The multi-sensory design has been created for the ‘sexy lady’ who looks for a luxury product produced in luxury packaging, according to Olivier De-Saignes, operational marketing director at Alcan Packaging Beauty.
There is a very particular process in producing the multi-sensory design on the metal shells of the bottle, De-Saignes told CosmeticsDesign-Europe.com.
The pieces are silkscreened with black ink, screened with glue, before the flock hair is charged electrostatically to stick on the glue, giving a raised, velvety feel.
Creating a ‘luxury’ sensation
The design is aimed to give the user a luxury feel that appeals to new sensations, according to De-Saignes.
The Lash Queen range by Helena Rubinstein will be the first to utilize the Alcan multi-sensory packaging, as it looks to find luxury packaging that matches its luxury product.
De-Saignes stressed the importance of focusing on decoration and producing ‘beautiful packaging’ for the luxury market.
“… luxury has to differentiate more and more from the mass market, especially in skin care and cosmetics… it’s about creating that difference”.
The gold leaf and velvet design will hopefully do just that and go beyond the ‘wow’ for the customer, De-Saignes said.
Increased interest in multi-sensory packaging
Multi-sensory packaging has been a key area of focus and innovation this year and featured highly on the agenda of cosmetics packaging show PCD Congress that was held in February. The concept is based on the need to ‘go beyond the visual’.
The idea is to make the customer reach out and touch the product. This technique is deemed to move the customer one step closer to the eventual sale.
According to Instore Research, a customer who picks up an item in store is 96 per cent more likely purchase.
Alcan’s new multi-sensory mascara bottle will be presented at the Luxe Pack show in Monaco this year. CosmeticsDesign-Europe.com will be covering the event.