Cosmetics Packaging Can Be Integral To Marketing – Luxe Pack Panel
This article was originally published in The Rose Sheet
Executive Summary
Product packaging design is a key component of an effective marketing campaign, according to Roger Caracappa, Senior VP, Global Packaging for Estee Lauder
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Product packaging design is a key component of an effective marketing campaign, according to Roger Caracappa, Senior VP, Global Packaging for Estee Lauder. Caracappa was one of several industry execs to speak at a seminar entitled "Neo-Luxury Packaging, The Emotional Connection" during the Luxe Pack New York 2004 tradeshow June 8-9. As an example of the influence packaging can have on a product launch, he cited Lauder's Tommy Hilfiger summer fragrance collection for men and women, which debuted in April (1 (Also see "Marketing In Brief" - HBW Insight, 19 Jan, 2004.), Marketing In Brief). "From a marketing standpoint, to have the [Hilfiger] ad in a magazine tied into the outer packaging, tied into primary packaging, it sent one very clear, consistent message," Caracappa stated. Print ads for the fragrance effectively connected the packaging with the ad message, the exec noted. "If you look at the bottles and you look at the ad, you see a synergy between the two in terms of closure design, bottle overspray, outer packaging," he added. "The set of boxes, the folding cartons, the bottles and the ad all told one story." Lord & Taylor Senior VP and General Merchandise Manager of Cosmetics Barbara Zinn Moore concurred, adding that packaging also can boost sales in store. "Whether mass or class, opening price point or most expensive brand, both carton and container say something about a product," she noted. Zinn Moore claimed that repackaging a product, or even making minimal changes to packaging, also can have a "tremendous" effect on sales. She noted that sales of its Chanel No. 5 fragrance grew dramatically after it was relaunched in a new edt in late 2003. Companies also can benefit from changing its formula delivery system, she added. Lauder's Clinique brand significantly boosted sales of one of its moisturizers simply by adding a pump to the bottle, she noted. Zinn Moore maintained luxury packaging with a simple feel are the most successful products. Marc Rosen, President of Marc Rosen Associates, agreed: "It's not about the gold and glitz...The neo-luxury package creates an emotional connection. The feel of luxury, the ergonomics, the quality and the status are all implied in a more subtle, more personal way." |