Q & A with Renowned Packaging Designer Marc Rosen
BEAUTY FASHION JOURNAL
CW/BF: What was your impression of this year’s Luxe Pack Show in Monaco?
In the 25 years I have been attending this show, I thought this year was the best! As the leading luxury packaging show in the world, the focus at Luxe Pack is clearly on luxury and packaging. In the past, however, exhibitors seemed reticent to share their new technology and packaging ideas. This year was different. Suppliers were enthusiastic, rather than protective, and it was inspiring.
The idea of luxury packaging is all about the quest for new sensations and inventing totally new experiences. This idea was resonant throughout the show with exhibitors showcasing new materials and technological advances that transform luxury packaging into a unique experience beyond just viewing a box on a shelf.
CW/BF: What exhibitors caught your eye in particular, and why?
Bulgari’s new collection of high-end eaux de parfums is called Le Gemme or Italian for “the gems”
The LVMH owned Italian jewelry brand started working on Le Gemme three years ago with the idea of concentrating on the historic symbolism of gemstones. Created by Givaudan’s Daniela Andrier, each fragrance is based on the color of a gemstone with the idea is that there is an association between color and scent. For instance, amethyst, which is purple, includes notes of lavender, iris, violet and heliotrope.
The collection is made up of six gemstone colors of which the end result is a bottle made up of sixteen different interlocking parts. The plastic pieces and close are made by Qualipac and the bottle is made by Heinz.
The six fragrances can be purchased individually or as a set with bottle sizes ranging from 30 ml to 350 ml. Pricing for a 100-ml bottle is approximately $350.00.
The concept and the packaging underscores the brand which is all about jewel color.
This captivating perfume from Cartier reflects a liberated, passionate woman. It is a feline floral fragrance born out of radiant, delicate gardenia coming together with velvety notes of musk.
It’s modern, yet elegant bottle employs Pouchet’s new interior pressed glass technique.
Here is an example of suppliers creating new technology —which is the new luxury.
This creative paper company collaborated with a Dutch agency called Strangelove to unveil a solution called LoyaltyGrid that lets luxury brands use NFC tags embedded in product packaging to guarantee the authenticity of their products. Brands can also deliver rewards, discounts, exclusive content, invitations to special events and other incentives directly to their customers.The company is working with PowerCoat, a subsidiary of Arjowiggins, that specializes in substrates for printed electronics. The NFC chip is very flexible and it can be applied on different packaging and any kind of paper. Any smartphone with NFC reading capability can, by just tapping or scanning the NFC chips, get direct access to the content even without an app. LoyaltyGrid recognizes the pack through its unique ID and then it remembers the location of the pack itself and then asks the customer to rescan the pack once it is purchased. This way, they can tell where the pack was purchased and can unlock rewards based on the parameters the brand has predefined. LoyaltyGrid can also verify an item and instantly tell if it’s authentic or not. Brands can also get information about where products are purchased, by whom and how often, and can connect to customers directly, trace their own products and make sure their products are sold in the right environment.
SGD Glass exhibited tactile and sexy looking products, which give a subliminal sense of luxury.
As a designer, there is a moment when you have to turn your design over to the packaging company and pray…Will they select the right partners to see your design through to its fruition? I believe its important for me, as a designer, to recommend the suppliers I believe can best achieve my design concept. Speaking the designers’ language is important.
Suppliers must show passion in creating exciting new things, even if its challenging. Sales have been flat because so many flankers have been produced with no new packaging designs. Consumers want something that is more interesting and innovative. Suppliers must work with the designer to give the consumer what they desire.
We are seeing a desire for luxury in every level of distribution. Packaging creates this impression immediately; the Luxe Pack Monaco Show this year featured innovative ideas for designers and marketers to raise the bar for luxury.