Core reminder: In today's society where economic integration is becoming more and more obvious, globalization has become an important strategy for international competition among enterprises, and issues such as brand development, brand education, and brand innovation have also received increasing attention from domestic enterprises.
Although there is no rich brand management experience for international brands and lack of management methods for successful brand operation, Chinese local companies are still exploring feasible ways, starting from learning the advanced technology and management experience of foreign companies, to learning the successful promotion of foreign companies , Marketing model, and strive to innovate to drive development. This is no exception in the beauty cosmetics packaging industry.
In today's society where economic integration is becoming more and more obvious, globalization has become an important strategy for international competition among enterprises, and issues such as brand development, brand education, and brand innovation have also received increasing attention from domestic enterprises. Although there is no rich brand management experience for international brands and lack of management methods for successful brand operation, Chinese local companies are still exploring feasible ways, starting from learning the advanced technology and management experience of foreign companies, to learning the successful promotion of foreign companies , Marketing model, and strive to innovate to drive development. This is no exception in the beauty cosmetics packaging industry.
1. Foreign brands drive packaging competition
The "coat" of the product connotation. For many consumers, they still have the impression of the white porcelain bottle with green iron cover, the antique and affordable "Great Friendship" cream, but this was once famous all over the country in the 1980s. The old brand with hundreds of millions of customers can now only rely on the ever-decreasing consumer base to maintain its meager sales. In sharp contrast, many foreign brands carry new technologies and new products, appearing in China in dazzling, elegant and exquisite packaging, followed by overwhelming packaging and publicity, and their ultimate goal is only one -Compete for every possible customer.
As a fashionable consumer product, cosmetics requires high-quality packaging materials to increase its value. At present, almost all kinds of materials are used in cosmetic packaging. Glass, plastic, and metal are the main cosmetic packaging container materials currently used, and cartons are often used as outer packaging for cosmetics. "Continuous development of new materials and new processing technologies, and the pursuit of new shapes have always been the focus of the industry in the development of cosmetic packaging containers." An industry insider explained.
2.innovation can only be invincible
A technical engineer who has been engaged in material packaging research for a long time said, "Now, the application of materials is not limited to glass bottles and plastic bottles. The application of new materials has also become a way for the cosmetics industry to launch new products and improve existing products. Way out."
Take the well-known P&G (Procter & Gamble) as an example, the bottle material of its "excited" bath brand has changed the texture of the previous hard plastic, and chose a more humane soft and hard plastic packaging, so that the invisible This increases the affinity of the product. The implication is that the successful launch of "Ji Shuang" is not unrelated to the choice of packaging materials. Similarly, P&G’s other brand, “Pantene”, on the basis of the existing strong brands, has made a lot of efforts to improve the packaging patterns and materials, and strive to inject fresh vitality into the “old” brand.
And the crystal series products produced by a certain northern cosmetics Co., Ltd. are successful cases of domestic brands innovating. Because of the unique paste manufacturing process of its products-the essence of various functions is made into spherical particles, silk flowers and other shapes with a fully automatic computerized paste-making machine and placed in a gel-like transparent gel. The appearance is crystal clear, fashionable and beautiful, and the essence is completely sealed. Therefore, in the selection of the outer packaging bottle, the designer specially selected the organic glass material with good transparency, strong plasticity, the same feeling as glass, and stronger plexiglass material, together with the gold and silver bottle caps of high quality and gloss, giving This crystal series cosmetics are luxurious and fashionable.
This means that fashionable, eye-catching, energetic and interesting outer packaging design and the adoption of new bottle types will become one of the means for cosmetic manufacturers to win the final victory in the future.
3. The mainstream of cosmetic packaging market
First of all, fresh-keeping cosmetics will occupy a considerable market. In order to meet customer needs, companies often choose to produce preservative-free products. Therefore, companies have to fill them in extremely small containers so that people can use them up at once. For example, many brands of essences use this packaging method. Although this kind of cosmetics is generally expensive and difficult to become a mainstream product in the market, it is a sign of the future fashion and luxury lifestyle, so there will be a stable consumer group.
Followed by the development and design of green packaging materials. At present, more and more cosmetics companies have begun to pay attention to environmental protection issues, and they will also consider the choice of cosmetic packaging materials-can these materials be recycled? "Like products, there is no doubt that green, environmentally friendly Packaging materials will be the general trend."
Another possibility to become mainstream is multilayer plastic composite technology. It can make multiple layers of different kinds of plastics compound together, and they can be molded at one time. You can choose any color and design any shape-as long as you have enough imagination. With multi-layer molding technology, on the one hand, plastic packaging can completely isolate light and air, and avoid oxidation of skin care products. On the other hand, by combining different types of substances, it can give people a wonderful visual effect and unique feel in appearance. , Improve the flexibility of the hose.
At the same time, vacuum packaging has quietly emerged. Vacuum packaging can protect skin care products that contain fat, rosin oil, and vitamins. It has the advantages of strong protection and high resilience. Another important development direction of vacuum packaging is to highlight functionality, which is very important for less complex containers.
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