BW Confidential - Issue #6 - May/June 2011 - (Page 64)

Packaging Decoration Special effects There are more diverse decoration techniques on fragrance and cosmetics bottles thanks in part to new technology. BW Confidential analyzes the trends by Laëtitia Bonnet-Mundschau he emergence of better technology and cheaper solutions for finishes, which were the exclusive reserve of high-end brands not so long ago, are raising overall standards in packaging decoration. “We are seeing an upgrade in the quality of packaging both in mass and selective. For example, today metallization has even become common in mass, and such trends are pushing the selective market to go further and do better,” says Rexam Personal Care new product development director Gérald Martines. As a result, suppliers now have to be more competitive, offer more varied decoration technologies and new types of finishes. A number of these new finishes are set to hit the market soon. Glassmaker SGD, for example, is working on sensorial finishes that will combine optical 3D effects with a raw or soft-touch texture. In development are also surface treatments that will bring added value to the decoration, while interacting with the contents inside the bottle. France-based Solev, which specializes in decoration for the luxury-goods industry, is working on techniques that will have ‘friendly’ functions in addition to adding visual appeal —for example varnishes that have UV ray protection. “We are also developing a range of special-effect varnishes which, for instance, could react strongly to UV,” says Solev md Mathieu Pivaudran. Solev can now also integrate light into bottles through the use of an LED concealed in the cap. The bottle is metalized and then worked on with a laser to create light openings: the sides of the glass then serve as a light conductor. In the future Rexam’s Martines also sees growth in the demand for decoration procedures that come close to the realism of a 64 T s There has been an increased use of accessories, as with the small chains on the Chloé Love and Thierry Mugler’s Womanity fragrance bottles and the fabric ribbon on Lancômé’s Trésor in Love photo and adds that padprinting (with successive layers) or digital printing will develop. Aside from these emerging technologies, there are also many diverse and interesting effects that have been created in the area of metallization. Indeed, the metal look remains layered shading and transparent glaze looks to soft billowed shapes. Solev’s Pivaudran states that many new metallic effects will also be possible thanks to the use of lasers (see box). Subtle effects But whatever the treatment, the demand from brands is more in the area of subtle effects. “Brands want a sophisticated, rather than a flashy finish, with a light sheen effect (in copper or dull gold). They are also looking for a natural effect, which can be produced through metal brushing and gives the impression of transparency, but at the same time light opacity, almost like a metal veil,” explains Valérie Jacob perfumery division marketing director at SGD. In terms of color, Patrick Bousquel, Europe beauty market development director at dispensing systems specialist Aptar Beauty & Home, remarks that yellow or pink gold is now the choice for women’s fragrances, while silver is preferred for unisex scents. Bright or fluorescent shades are still common for celebrity brands or products targeting young consumers. Another trend when it comes to perfume is the use of accessories. The bottles of Chloé’s Love fragrance and Thierry Mugler’s Womanity scent both feature small chains, May-June 2011 - N°6 - BW Confidential “ We’re seeing an upgrade in the quality of packaging in mass and selective. Metallization has even become common in mass, and such trends are pushing the selective market to go further and do better Rexam Personal Care new product development director Gérald Martines a major trend in packaging decoration today. A metal finish can be obtained by lacquering, internal treatment or through adding an outside component, for example. The effects are endless, from different types of colors and ”

Table of Contents for the Digital Edition of BW Confidential - Issue #6 - May/June 2011

Cover
Comment
Contents
Update
- Brand & retail news recap
- Digital digest
- Companies on the move
Take note
- Market facts, figures & trends
Best of BW
- Highlights from our e-publication
Launches
- The latest in fragrance, skincare & make-up
Interview
- Puig ceo Marc Puig
Insight: Skincare
- Category overview
- Department store initiatives
- Perfumeries
- The latest trends
Wellness
- Discounting in spas
- Spa case studies
Retail
- New store concepts
Travel retail
- Market analysis: Asia & Middle East
- Chinese travelers
Radar
- Four up-and-coming beauty brands
Market watch: China
- Analysis: country overview
- Industry roundtable
- Prestige retailing
- E-commerce
Packaging
- Decoration techniques
Last word
- LPK Beauty vp group creative director Liz Grubow

BW Confidential - Issue #6 - May/June 2011