The packaging makes the product, or the sale, to be more specific. According to a 2017 IPSOS study, 72% of consumers are directly influenced by packaging in their purchasing decisions, and 81% in their gift buys. Given that the average purchasing decision time is 2.5 seconds, and 85% of buyers are more influenced by packaging than marketing, the visual styling of the product vessel cannot be underestimated, especially in today’s hypercompetitive climate. Consumers are demanding eco-friendly options that can look and behave just as well as their virgin plastic predecessors. From biodegradable solutions to strikingly colorful options and innovative textures that have a low carbon footprint, the realm has seen an onslaught of innovation.
Make a Mark is hoping to push the creative possibilities of the medium even further. Now in its second year of existence, the creative platform was founded by Estal, Avery Dennison, and Kurz to test the limitless possibilities of sustainable luxury packaging for beauty and fragrance, as well as drinks, wine, and spirits.
Entrants are allowed carte blanche access to the latest technologies and material innovations, with no budget or material constraints. Estal provides the glass, Avery Dennison the labeling tools, and Kurz the embellishments and printing tools. “This year’s concepts invite us all to reimagine what is possible when it comes to packaging design and the positive societal messages it can convey. We hope this starts a global conversation around dynamic, bold and creative new ideas,” comments Vladimir Tyulpin, Avery Dennison's Market Segment Leader for Wine & Spirits.
BeautyMatter spoke to this year’s finalists in the beauty and fragrance categories to gain insight into their creative processes and thoughts on innovation.