Wood be good as Technotraf to use Luxe Pack for new pack launch

By Katie Nichol

- Last updated on GMT

Wood be good as Technotraf to use Luxe Pack for new pack launch

Related tags: Perfume

Spanish manufacturer Technotraf has selected LuxePack New York as the platform through which to launch its wooden components for fragrance and cosmetics packaging onto the US market.

A spokesperson for Technotraf, a Quadpack company, told CosmeticsDesign.com USA that market reports show the US to be a very fast-growing market in the perfumery sector, and one where custom development is popular. “With consistent good results from LuxePack Monaco over the years, LuxePack's New York edition is the logical platform to launch into the US market,”​ the spokesperson said. Technotraf’s products are produced from sustainably-sourced wood and include bespoke fragrance caps, bottle caps, jar caps, boxes and powder compacts. At LuxePack New York, taking place from 15-16 May 2013, the company’s products will be displayed complementing the perfume bottles of Italian perfumery packaging company Premi, with which Quadpack has a joint venture. Popularity of wooden perfume components ​According to Technotraf, the appeal and popularity of wooden components is starting to move beyond premium fragrances brands into the masstige market, and also into cosmetics. “First and foremost, this is because of the prestige value a wooden component adds to a pack. Wood is seen as a high-value element and adds a touch of luxury,”​ the spokesperson explained, highlighting that the environmentally-friendly material responds to sustainability concerns. The fact that brands are increasingly looking to add a sensory experience to their packaging was also underlined. The spokesperson noted that in addition to the importance of the visual aspect of the product, “touch and smell are key factors in the consumer experience and this is where wood wins over artificial materials like plastic.” ​Technotraf’s wooden components have been used to adorn fragrances from the likes of Burberry, Issey Miyake and Armani, while Guerlain’s wooden compact by Emilio Pucci is an example of a non-fragrance product

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