The look and feel of packaging is now increasingly important for consumers, who, according to show organisers, are now demanding a more interactive sensorial experience.
The show spans from Monday 27 October to Wednesday 29, and features a full programme of discussion and presentations, alongside the exhibition space.
Want loyalty? Think texture
In the field of luxury cosmetics, product efficiency is today a key driver triggering the act of purchasing, but it is not the key factor determining customer loyalty.
“This notion of efficiency is not in itself enough for consumers, for whom texture is becoming a differentiating factor when choosing from the plethora of products on offer,” note experts from Strand Cosmetics Europe, who presented a workshop on this theme.
“Comfortable application, the surprise effect generated by the visual appearance of the product and a sophisticated perfume are all plus-points that will win over and secure the custom of consumers since.”
A sensorial, interactive texture will increasingly mark out packaging for the beauty consumer, the experts predict.
“Although it is the ingredients and their high-tech claims that trigger the act of purchasing, it is the texture that secures consumer loyalty,” they state.
Several workshops and presentations which were of interest to industry players looking to benefit from this focus on the sensorial were being offered at the show.
Stand Cosmetics Europe’s workshop on "multi-sensoriality in the service of luxury formulation" takes place today, and Patrick Jouin, designer, took to the stage yesterday afternoon as guest of honour.
As part of the focus on the senses, the Sensory Studio offers visitors the opportunity to test a wide range of textures: for example, Capsum will be showcasing its exclusive ‘cosmetic pearls’ technology, showing live manufacturing of double core pearls (oil and water) incorporating different ingredients and colours.