On Wednesday, May 10th Luxe Pack kicked off their 15th annual trade show at Pier 92 in NYC. This exclusive two-day event is a business development platform that brings together top professionals in packaging and marketing with over 230 manufacturers and suppliers of creative packaging.
The seminar titled Packaging the Brand Experience focused on the hot topic of the intersection of packaging and branding. A panel of industry professionals detailed how to harness consumer desire and capture them with visual presentation, the importance of changing with the times, and how to avoid falling into the abyss of products on shelf and online.
Marc Rosen opened by explaining the connection packaging has to overall brand image and experience. He described it as the physical manifestation of the brand, and the visual and subliminal aspect that consumers react to at the point of purchase. He cited Clinique and Louboutin as examples of brands that do this well.
Jonathan Ford, CEO of Pearlfisher defined desire as the magnetic force of connection between consumers and brands. He broke the idea down into three stages:
- Creating Desire
- Updating Desire
- Reinventing Desire
Harnessing that desire is what sets exemplary brands like Glossier (creating) Chanel (updating) and Kenzo (reinventing) apart from others in the eye of the consumer.
Ted Owen, VP of Global Package Design at Clinique presented a visual slideshow that documented Clinique’s iconic packaging over the years. Owen stressed key terms like honesty, consistency, performance, relevance, and quality to describe Clinique level packaging aspirations.Alejandra Thompson De Jordan, Marketing Director of Chanel discussed how the distinction between luxury and mass markets is changing, which levels the playing field but also makes authenticity a difficult concept to convey. She feels that this shift in distribution and consumer values
Alejandra Thompson De Jordan, Marketing Director of Chanel discussed how the distinction between luxury and mass markets is changing, which levels the playing field but also makes authenticity a difficult concept to convey. She feels that this shift in distribution and consumer values affects the importance of visual representation and differentiation. Conveying to consumers that the brand is a specialist in their field (think Anastasia Beverly Hills as brow specialist or Glam Glow as mask specialist) is increasingly important in portraying value, while Instagram-ability is what consumers seek in packaging.
R. Scott Creighton, Principal of Creighton Advisory centered his presentation around the most important marketing questions to ask about packaging. He pointed out that because consumers only view a product for a brief second, it’s important for the packaging to speak for itself and stand out in a sea of other products, both on-shelf and online. It should convey key product benefits and form a distinctive and enduring impression.
Look out for coverage of Luxe Pack Day 2 coming soon!