• Preview of Perfumes Cosmetics Design - Packaging for the world of beauty

By Denis Keller

The fourth Perfumes Cosmetics Design (PCD) congress, which took place in Paris on January 22 and 23, 2008, was a great occasion to gather all the key players in cosmetic packaging, the designers and the decision-makers, together again in one place.

This congress has the right size to allow people to meet each other and to find inspiration as well as to define the path of the future. And the future of cosmetic packaging goes clearly in the direction of sustainability and the environment. L'Oréal's director of packaging research, Alain Béthune said: “Today, awareness of the sustainable development approach has never been greater and innovation cannot fail to take account of the environment.”

Michel Dupuis, Director of Sourcing Strategy and Product Development at Sociétés Bourjois et Chanel, raised another important question around the future of cosmetic packaging: Are “Asia and distant markets, an Eldorado?” His answer was a fine balance between yes and no and he finished aptly with the following thought: Is it not rather Europe which is an Eldorado for Asia …?

In terms of trends, the real need to differentiate is ramping up the search for new techniques and effects. In carton packaging, this takes the form of paper embossing, laser marking (burning), sparkling diamond effects and holographic images for must-have luxury accessories in these days.

However, whereas transparency and effects continue to be highly needed for differentiation, the importance of the functionality of the packaging is taking more and more importance. Innovation in functionality is therefore also a constant need, for example in the development of new materials to replace glass, or the search for smaller pump systems for perfume, or the search for new forms for brushes for mascara. A mascara brush is not only visually differentiated thanks to being nice, black, sparkling and shiny, but is also now differentiated by the design of the brush and its faculty to display the mascara at the right place and in the right amount to maximize the effect on consumer eyes.