July 2014 SPRAY 25 “We are extremely thrilled to receive the Luxe Pack in Green Award,” said Quint Kelders, CEO of Airopack. “Our innovative Airopack dispensers are driven only by clean, fresh air yet are powerful enough to dispense the contents to the last drop, even when it’s sprayed upside down…this makes Airopack suited for all market segments where dispensers are being used and especially for the luxury packaging sector.” Standing Out in a Crowd Dr. Benjamin Punchard, Global Packaging Insights Director at market research firm Mintel, held a seminar titled Luxury Skincare Packaging: Standing Out in a Crowd. The focus was consumer trends and the use of sensory experience in packaging to differentiate skincare products. According to Mintel, 12,000 new skincare products hit the market in 2013, half of which were in the Prestige, Luxe or Super Luxe market segments. In this difficult environment, Punchard said, brands must creatively respond to consumer needs and desires to be successful. While sustainability is not a top priority for many luxury skincare consumers, protective packaging and waste minimization are. Consumers want to get all that they paid for, so the packaging’s ability to expel its full contents is highly attractive. Increased environmental sustainability as a by-product of this is an added bonus, Punchard stated. Although not a skin care product, Punchard used the Smart Tube spray technology introduced by Clorox in its cleaning products as an example. Another way to reduce product waste mentioned by Punchard was precise, metered dosage, preventing consumers from applying too much of a product in a single usage. Luxury skincare manufacturers must walk a fine line to broaden their customer base, Punchard concluded. Offering items in bulk or at a discount leads to the perception among consumers that the brand has been “cheapened.” Reducing packaging, introducing “travel sizes” and maximizing the amount of product accessible in a single package are alternative means of lowering costs for consumers. SPRAY Punchard
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