What role does pack structure play in beauty brand building?


Steve Gibbons analyses the role of structural packaging in building a branded presence

As Geoff Mawtus, Design Manager R&D Packaging at Unilever, succinctly puts it: “If you think back just a decade ago, all deodorant packaging was in the same format, a format much like a can of fly spray with a button actuator and standard overcap. That has now changed beyond all recognition.”

And what applies to deodorant packaging is playing out across the entire health and beauty category. But how do brand owners think about structure and the role it plays in building brands? How is structural development integrated into an already complex multifunctional process? And what’s its role to meet sustainable business growth commitments?


This is a small extract of the full article which is available ONLY to premium content subscribers. Subscribers sign-in (top right) to read the article.
Subscribe now to premium content on Cosmetics Business