BeautyPackaging.comJamie Matusow

Darren Eade, VP of sales, Kemas, says he has noticed cost issues causing a slowdown in brands utilizing innovative decorative techniques on their packaging. He says, “I think the industry has taken a step back over the past 12 months and doesn’t appear to be progressing the way it should or could be. From our perspective, the brands are willing to explore more decorative options, however, the final result is always driven by the cost.”

He says, “We’re noticing that customers are becoming more content with utilizing existing packaging and dressing it up in different ways… whether it’s in the form of changing up deck-plate layouts for compacts or simply changing the decoration and aesthetics of the fashion parts. In my opinion, the larger brands appear to be keeping to the basics with packaging design as they appear to be minimizing the costs associated with the more intricate designs. I believe part of the reason is due to the new formulations coming to market, new ingredients and texture, etc… which equal increased costs—therefore, less is being spent on the actual packaging.”

Instead, Eade has seen the increased use of heat transfer labels. He says, “The customer is able to achieve so much more for so much less via the use of this decoration technique.” According to Eade, heat transfer labeling offers the customer an increased ability to add detail and color to their design and apply it at an affordable cost.

Eade says in-mold labeling has enabled Kemas to produce unique decorative images and keep costs down. This was the case with a recent brand request to recreate a specific textured finish that had only been done on metal in the past. “The challenge for us, he explains, “was to try and replicate this finish through an in-mold process, thus, minimizing the overall product cost while achieving the same effect.”

SussexIM uses in-mold labeling to create special effects and patterns, which can be targeted to appeal to demographic groups, geographic or cultural differences, seasonal trends, etc.

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