No longer a luxury: package personalisation hits aerosols
The new packaging, ‘Sleever Aerosol’, is an opaque white film which can be adapted via a range of printing processes including CMYK for photos and 3D effects, right up to the point of sale.
The company calls the development “a response to the growing brand requirements for personalization, late differentiation and a shorter ‘time to market’.”
No longer just for premium
While the personalisation of products was once firmly in the domain of luxury lines, Sleever Aerosol joins a flood of fast-moving consumer goods now tapping into the trend.
According to consultant of industrial design at PDD Jon Freeman, speaking to the consumer’s sense of individuality is proving increasingly lucrative, and explains the growing emergence of more versatile packaging.
“Consumers are demanding unique and exciting packaging experiences which feel tailored to them and their lifestyles,” he told CosmeticsDesign-Europe.com.
“The increased availability of technology capable of providing late differentiation within packaging provides a great opportunity for more FMCG brands to tap into this demand for individuality.”
Sleever Aerosol claims it offers novel ways to customise packaging and speak to the consumer’s sense of individuality, including the potential for the late addition of braille.
Online individuality moves to the shelves
The success of websites offering customisation of products and packaging such as Birchbox has fuelled the recent rise of personalised packaging in the cosmetics industry, Freeman observes.
“This level of personalization and added value is something which consumers are beginning to expect on the shelf and particularly within the FMCG market.”
The technology opens up options for temporary branding for products, which can be used in promotional and seasonal marketing.
Freeman cautions that the new opportunities for branding should be approached with consideration by the industry.
“It is important that in the haste to capture this trend brands do so carefully and with a thorough and current understanding of their customer.”
