When it comes to cosmetics and body care products, packaging is far and away the biggest influence (over 90%) on purchasing decisions at the POS. It embodies the product and its benefits and is of primary importance in harnessing emotion to address the shopper. The STI Group will be attending the Cosmetic Business trade fair on 17 – 18 June 2010 in Munich to highlight its innovative packaging solutions and creative display ideas for the cosmetics branch. Those innovations, on display in Hall 3, Stand D11, show how products can triumph at the "first moment of truth" and win the hearts and minds of both retailers and consumers.

Golden packaging for “Golden Moments”

Packaging has a story to tell. This is shown by the “Golden Moments” gift packaging for the Nivea shower oil and oil bath products.
The organic form of the packaging which is reminiscent of a drop of oil or water symbolises care and pampering and also naturalness. The use of a silver foil box as a printing substrate finished by offset printing allows the packaging to radiate a golden sheen that maintains the play of colours of the two care products. The contents which are held in place by two deep-drawn components can be viewed through the transparent window.

The graphic packaging design is reduced to the essential elements – lettering and the Nivea logo – and thus directs the focus of the observer to the contents. The Golden Oil Bath is a unique bathing experience for skin and senses – this positive feeling is already aroused in the shopper at the POS contemplating the packaging.

The harmonious colour composition and the organic form of the packaging symbolise care and pampering – and indeed on a natural basis.

The first thing that jumps out with the folding box series produced by the STI Group for Hormocenta is the Iriodin pigment integrated into the printing varnish. It lends the packaging an especially refined shimmer. The embossed Hormocenta logo, enhanced through gold foil stamping, provides an extra dose of haptic and optical stimulation in the experiencing of the product.

The high variance of folding cartons, caused by the variety of products, colors and languages is efficiently beeing managed in collaboration of Schwarzkopf & Henkel and the STI Group with the help of networked IT processes. These range from rolling order forecasts to electronic shipping up to self-billing system via electronic notification of the withdrawal from customers from the respective consignment warehouses.

The examples show the high relevance of packaging for the cosmetics industry and underscore the importance of efficient production and handling processes to reduce process costs (TCO) that way and thus to increase success.

Since the integration of the Hungarian specialist for folding cartons STI Petöfi in 2007 and the STI Schräder Verpackungen GmbH in 2009 in the STI Group, the cosmetics and pharmaceutical industry is one of the target industries for the pan-European packaging and display manufacturers.

The product portfolio ranges from labels to folding cartons, shelve- and shipping packaging to display and shop-in-shop systems. This way, all services can be delivered out of one hand and the process costs can be significantly reduced by streamlining the supplier base one more.

The STI Group at the Cosmetic Business trade fair
17 – 18/06/2010, Munich
Hall 3, Stand D11

 

 

Source: STI Group