In the luxury perfume industry, the fragrance packaging design acts as a silent salesman, building a first impression for customers and triggering their will to purchase. Brands and companies know this very well and try to boost their value by always developing new and attractive packaging designs.
How can you offer unique and effective packaging in your catalogue? Let’s discuss this subject in the following article.
Fragrance packaging design in the luxury industry: the 4 things you should know
For brands and companies, luxury packaging is one of the most important aspects to consider when deciding to sell a new fragrance. It is the first thing buyers see on the shelves, and they often choose the one that attracts them at first sight.
For this reason, luxury brands look for suppliers that can create successful fragrance packaging designs.
What are the characteristics of packaging designed to be profitable? Let’s discuss them.
Packaging must appeal to people’s emotions
Most consumers base their purchasing decisions on emotions and the sensations they feel when they see and touch the object they want. They imagine, sometimes unconsciously, the bottle in their hands and the moment when they will spray the scent and smell its fragrance.
Packaging designs must provoke emotions, create connections, and generate commitment. By appealing to different senses when creating fragrance packaging, you can boost this emotional experience for consumers and through different elements: visual enhancers, olfactory elements, tactile experiences, and other packaging aspects.
Multisensory packaging is considered an effective way to create a connection between brands and buyers, leading to repeated purchases.
Fragrance design should tell a story
Perfume packaging is an opportunity for the brand to tell a story and communicate the right message with the aim to convince clients to buy. A dynamic story about the brand and its values can be created in many ways:
- how it is packaged
- its design
- the shape and size
- the quality of finishes
- the materials used
- technical features
Using a sustainable material, for example, transmits a sense of responsibility and attention for the planet. These are values that many people share today, so they could be more prone to buy.
Similarly, the use of gold foil combined with classic fonts and drawings reflects tradition, while the use of glossy lamination and metallic finishes gives a sense of modernity.
All aspects of packaging work together to tell something about the product and the brand.
It is the art of storytelling. In communication, it is used to express thoughts, emotions, experiences or, more generally, messages. The story’s purpose is for potential consumers to identify with the story, becoming the protagonist.
This creates an effective emotional bond between the consumer and the brand.
The packaging manufacturer should help you understand what story to tell and the best way to tell it to create an experience for consumers.
Packaging must be customizable
Today, people want personalized experiences. This tendency derives from the online world, where they have customized experiences every minute, receiving recommendations and offers as well as specific suggested content.
As they are accustomed to having personalized experiences online, they want to find them offline too. It means that manufacturers must be flexible, willing to satisfy even the most complicated requirements.
Product customization is therefore key to give value to your clients and be competitive in the market, as:
- customized objects are unique, and buyers are willing to pay more to get a special product made only for them
- if customers can take part in the design phase, they will be engaged and satisfied with their products, with a greater possibility of buying again in the future
People appreciate that brands provide specific and personalized experiences.
Fragrance design should be eco-friendly
Sustainability has never been as important as it is now for consumers. They are aware of environmental problems, and they are more likely to buy from brands that show their commitment to sustainability.
Thus, even luxury brands are now looking for sustainable fragrance packaging designs that are also elegant and precious.
Wooden perfume packaging is the most appreciated solution to combine eco-friendliness and prestige.
Threaded wooden caps, for example, are very popular today, as they are the most sustainable wooden caps, avoiding the use of inner plastic besides being very innovative and completely customizable.
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Be careful, though, to select a supplier that can guarantee 100% sustainable objects. Wood is an eco-friendly material, but it must be gathered and managed following strict standards and rules for environmental and forestry protection to be considered eco-friendly.
FSC and PEFC certification demonstrate that wood comes from responsibly managed forests and is collected without damaging the ecosystem and communities in the harvesting areas.
The role of the manufacturer is crucial to create a successful fragrance packaging design. If it does not have the right competency and experience as well as the necessary tools and technologies to manage wood properly, you won’t be able to offer top-quality perfume packaging in your catalogue.
If you are looking for a reliable supplier with decennial experience in wood manufacturing, do not hesitate to contact us.
The Minelli Group is known all over the world for the quality and design of its wooden products and for the experience and competency of its specialists who are always at your service!
