How smart packaging is shaping the beauty products of tomorrow, Part I
Indeed, if it is correctly applied experts believe it could bring new dynamics and efficacy to products. Cosmetics Design caught up with John Morgan, who is the to find out more.
Morgan presented at the recent ADF and PCD event in New York, where he discussed some of the most recent smart packaging launches in the beauty arena. And in the first part of this Q&A interview, he goes into more detail about the technologies, their relation to the consumer and how the technology can enhance product efficacy.
What’s the most eye-catching smart packaging with beauty applications that you’ve seen of late?
Some of the most striking are La Roche Posay’s My UV Patch by L’Oréal, which utilizes NFC and augment reality technologies coupled with a custom mobile APP to deliver personalized consumer experience tailored specifically to their lifestyle needs and behaviors.
Another recent launch worthy of mention is the Shape Matters Palette by Smashbox which utilizes TouchCode
, a transparent ink technology that behaves like your fingertips on a mobile devise’s touchscreen thereby activating a pre-existing URL or custom APP. Here the benefit delivered is consumer education on how to achieve the perfect look.
How do you think smart packaging can enhance consumer engagement?
In today’s competitive landscape it’s all about experiences. If your brand delivers a unique and tailored experience to the end user, it’s likely to leave a memorable long lasting impression on them, thus ultimately driving engagement.
There is a huge opportunity for brands to utilize the package as that vehicle that delivers that experience. After all, the consumer is interacting with it on a daily basis – they pick it up, open it, use it, and often times take it with them where over they are going. Brands must capitalize on this by embedding smart technologies into the packaging that establish these emotional experiences.
And how can smart packaging serve to enhance the efficacy of a beauty product?
Smart packaging enables the brand to be more transparent, it gives consumers the ability to authenticate their products, and can deliver a vast amount of information/data that was traditionally not available to the consumer.
Information such as tracking environmental conditions your product has been exposed to before receiving it, monitoring freshness, usage indicators, and video tutorials of how products should be used for maximum performance are all examples of delivering value and supporting efficacy of your product to today’s technologically savvy consumers.
The second part of this interview will be published on Cosmetics Design tomorrow.