We are in the midst of a generational change in the consumer-packaged-goods (CPG) landscape. The COVID-19 pandemic has accelerated online shopping volumes to stratospheric new heights. Even discretionary categories such as skin care, makeup and apparel show expected online customer growth of more than 15 percent. One would assume that with this shift in consumer behaviour, we would see a decline in the luxury packaging market. After all, what’s the point in producing a packaging design with all the luxe bells and whistles when your customers are simply looking at flat product thumbnails on their phones?
The good news is that the market research firm, Reportlinker, recently published the results of their “Luxury Packaging Market – Growth, Trends, COVID-19 Impact, and Forecasts (2021 – 2026)” initiative and determined that the luxury packaging market was valued at USD 16.65 billion in 2020 and is expected to reach USD 22.37 by 2026. That’s a 34 percent increase! Factors contributing to this projected growth include
- packaging vendors continuing to develop high-quality materials and innovative shapes;
- a drive to improve the consumer experience;
- consumer willingness to spend more for products with a greater focus on design; and
- the increased use of sustainable and bio-degradable packaging, driven by consumers becoming increasingly environmentally aware and making lifestyle choices that answer to sustainability.
Dressed for success
Bellwyck has a long and proud 80-year history of innovation in the luxury packaging sector. Over the years, we have launched a variety of unique packaging designs that feature attention-grabbing shapes, textures and finishes. We even have a full-time staff member whose focus is to seek out the latest packaging design innovations to complement our creative teams.
Luxury embellishments we’re able to produce include
- silkscreen UV coating that adds a mirror-like sheen to the packaging surface while adding an intriguing tactile element;
- soft-touch coating that creates a premium velvety texture, while being fingerprint-resistant and eco-friendly;
- metallic finishes produced by hot-foil stamping, cold foil or printing on metalized polyester laminated board;
- holographic laminated board that produces a mesmerizing effect and immediately increases the product’s perceived luxury positioning;
- embossed and debossed surfaces that add another dimension to the package design; and
- spray-edging that adds colour to all the cut edges, creating a chic finished look that ensures no raw white edges are showing.
All of these unique design accents can be accomplished while supporting your brand’s commitment to sustainability with recycled post-consumer paper or board, blue-bin-friendly materials, even compostable board and/or plastic if desired.
Feel it, believe it
Another packaging design innovation brands would do well to consider is to include braille on the packaging surface. This enables your brand to develop a tactile relationship with visually impaired consumers – a vastly under-accommodated market. Braille packaging is especially useful in helping those purchasers identify the different SKUs in a product line. The halo effect of this design approach goes beyond appealing to the visually impaired, positioning your brand as a thoughtful and caring company that practices greater inclusivity.
Are you looking for a new way to upgrade your product portfolio’s visual identity in an eco-friendly way? Contact us and challenge us. Let’s work together to develop something extraordinary.
