Van Genechten Packaging continues to innovate for the cosmetic industry
With customers demanding sustainable solutions that come to life on the shelf, packaging suppliers are challenged to be innovative every day. For Van Genechten Packaging (VGP), that comes naturally. The Design and Development teams are constantly looking at ways to make magical packaging more sustainable: The latest result is an attractive, innovative advance in perfume and cosmetic packaging.
Less pl*stic, same premium packaging
VGP’s latest big idea is a seal with anti-counterfeiting measures, which customers can customise to their own products. Dominik Korsten, Sales Director DACH, explains the concept:
We began by analysing packaging for perfume and cosmetics: Why are the boxes always wrapped in plastic film and shrink-wrapped? Can we identify a sustainable alternative? Ingredients and aromas are essentially protected by the primary packaging itself, i.e. jars and bottles. We also noticed that beautifully designed boxes have a limited experience. For example, the end customer cannot feel embossing and surfaces they might want to touch because of the packaging film.”
This analysis led, logically, to another question, which VGP Chief Commercial Officer Marc Büttgenbach talks us through:
To find a solution, we removed the packaging film and considered what was different and which functions were lacking. The product itself is brilliantly protected by the tried-and-tested initial bottle or jar packaging. In order to keep the appearance and high quality intact, they are protected by a folding box, usually with a high-quality finish in-keeping with premium products.
The only requirement for further foiling is to provide an effective barrier to theft of the contents or opening for use of the product in the shop, which detracts from the customer's experience of the initial opening. A potential environmentally-friendly solution needs to compare these failings and ideally create an additional use that did not previously exist. This is where we began to develop a new concept: what about proof of authenticity, proof of the actual originality of the product? After all, cosmetic or perfume items can be highly valuable and should also demonstrate this value. With the solution we had in mind, the manufacturer would also achieve anti-counterfeiting.”
Adding value to brands, reassuring customers
The output of this process is a label that not only seals the box but is permanently altered upon opening. This not only allows the customer to touch and feel the packaging without pl*stic getting in the way but conveys the products value. They are also able to verify that it is genuine and has not been opened or tampered with since leaving the factory.
From the manufacturers point of view, counterfeit cosmetics can not only damage their brand but can also result in health problems for consumers, for example skin rashes. Being able to demonstrate that a product is genuine, with both visible and invisible security measures is invaluable in such circumstances.
Bringing a solution to life
With the idea in place, thoughts turned to solutions. Dominik explains how VGP transformed theory into reality:
We teamed up with a security printing company, one of very few in Europe, and together, we developed the concept and later the product range.This gave our customers a whole range of options: In addition to visible and hidden security features, it is also possible to have features that can only be detected using tests or auxiliary means. Each label is individually conceived and designed with the customer, creating unique solutions tailored to the product or brand.”
Marc continues to elaborate on the value to customer’s supply chains and the flexibility of the solution:
These labels can be very simple or very elaborate, they may be cheaper than the previously used packaging, just as expensive or even more expensive. In any case, they simplify the process: the elaborate wrapping around the packaging box is eliminated, as is the time-consuming and energy-intensive run through the shrink tunnel. We supply these labels, once they have been designed and printed in close consultation with the customer, with the folding boxes printed by us - the customer receives everything from a single source and just has one contact person."
Yet another sustainable innovation
The new labelling solution represents the latest expression of VGP’s philosophy of sustainable innovation.
As customers continue to demand solutions that:
- Are environmentally friendly
- Have a positive impact on the carbon footprint along the full supply chain by reducing product and process complexity and optimising total cost of ownership
- Create added value for the end customer and fit with their outlook
Marc tells us,
Along the way you need to have the courage to break conventions and rethink established traditions.”
VGP are delighted to deliver these solutions, which are simple in application and highly appealing in effect, to customers. Together, we’re making the cosmetic industry, and the world, more sustainable.
From first ideas to successful projects
Get in touch with our experts to discover how our commitment to value engineering can improve your packaging via sales@vangenechten.com
We'd love to hear from you.
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