The OPM (Labels and Packaging) Group (OPM), has been a leading international flexible packaging and labels manufacturer for over 40 years, partnering with a wide range of brands, contract packers and retailers across the cosmetics and personal care markets.
In this column, Susan Ellison, joint MD of OPM Group, discusses the power of touch, onscreen appeal and the rising pressure brands face to cram information onto packaging.
What are the key attributes packaging & labelling can bring to cosmetics?
Now more than ever, cosmetics packaging needs to tell a story that consumers can identify with. Labelling and packaging in particular offer brands the opportunity to tell that story.
Cosmetics are highly Instagrammable and quality packaging that displays the product in a luxurious light is absolutely a huge part of this in the social media age.
Packaging can make a product feel extra special, and the act of opening can be an experience in itself. There is something to be said for that in the post-pandemic market when consumers are rediscovering the joy of touch.
We offer a range of luxury substrates, textured face stocks and embellishments, such as foiling and embossing, to make packaging stand out... literally.
How can brands make the most out of their marketing ‘real estate’?
We know brands in the beauty and personal care market are under pressure to cram more information than ever onto packs to meet today’s demanding regulatory requirements and consumer expectations.
Interactive labelling can help in some areas. One example of this is a scannable QR code which can link to more detailed or easier-to-read information on a website. Other innovations are also in high demand from cosmetics brands looking to make the most out of their packaging. This is one of the reasons we created the Multi Dex Label, a peel and read label comprising several ‘indexed’ layers.
What packaging & labelling solutions work best for digital & social selling?
In order to deliver an experience without a physical product in hand, label designers must factor in that these products are likely to be displayed from a fixed angle on a white background. Tactile finishes that look great onscreen, as well as on-shelf, can be extremely powerful tools for brands as they add depth to packaging even when displayed on a small phone screen. Techniques such as hot and cold foiling, embossing, or matte finishing can combine to bring the tactile experience to the digital storefront.
What do you see as the future of packaging & labelling for cosmetics?
