This latest innovation from Transparent Packaging aims to bring the smell of products out of the packaging without resorting to unsightly ‘scratch and sniff stickers’.
David Dennison, president of Transparent Packaging, told Cosmetics Design, “The selling feature of a perfume is the fragrance itself and normally customers have to open the bottle or use a scratch and sniff card to smell the fragrance. With this innovation companies can show off the fragrance on the packaging without affecting the graphics.”
Innovation in branding
The company hopes that this new method of ‘multi-sensory packaging’ will offer attractive branding opportunities to cosmetics companies.
Smells of the desired strength can be added to the outside of packages and these are then released when the surface is rubbed.
Dennison said for a hair care product with a picture of girl on the packaging, her hair could be rubbed to reveal the smell of the product.
This development in packaging technology is claimed to bring the consumer closer to the product. It may also appeal to luxury cosmetics companies, who would be keen to replace ‘scratch and sniff stickers’ with scented packaging, as a more attractive and simpler alternative.
Also optional on the packaging will be holographic print, which can be used to make the product stand out from competitors on the shelf.
Dennison said: “The response from clients who have seen the product and its shelf impact potential has been terrific”.
Transparent Packaging has invested in developing new methods to allow for large scale production runs as well as relatively low volume specialty product applications.