Packaging can drive increased anticipation around luxury product offerings. Distinctive packs can also be used to promote items and deliver an enhanced consumer experience, while creating value for money.
Although efficacy is likely to be prioritised when shoppers consider new purchases, packaging can help to create unique and exciting experiences to meet the needs of experience-driven luxury consumers.
Luxury cosmetic, fragrance and skin care products provide consumers with greater technical, functional and emotional value, while commanding a premium price. Attracting consumers for reasons including superior product quality, performance and craftsmanship in comparison with non-luxury products, higher-end offerings provide a route of escapism from the everyday, particularly in troubled economic times.
Clarins 4-Colour Pen
Premium positioning
Luxury brands are defined by a higher price point and the ‘luxury value’ creates a positive emotional response uncommon to its counterparts in the standard-goods class. Pete Hayes, Director and Co-Founder at PB Creative, says: “The last few years have seen
Not yet a Subscriber?
This is a small extract of the full article which is available ONLY to premium content subscribers. Click below to get premium content on Cosmetics Business.
Subscribe now Already a subscriber? Sign in here.
Featured companies
Vetroplas Packaging
Founded in 2006, Vetroplas has a full range of high quality packaging solutions, specialising in premium glass and plastic bottles and jars, aluminium bottles, airless...
HCP Packaging
A trusted global partner at the forefront of creativity and innovation, driving the future of beauty packaging
- Companies:
- L'Oreal
- Estée Lauder Companies
- Cosfibel Group
- Clarins
- Texen Group
