Nowadays, consumers are looking for packages that are “Instagramable” and also sustainable. It is impressive how brands are adapting fastly to these new movements and trends in order to meet the customers expectations before the competence does. Refillable and reusable packaging are no longer a “nice to have” but more a must have. 

These new demands and customer expectations are forcing brands to express their sustainable values and brand positioning through one of the most powerful communication tools: packaging. 

Speed to market is how you keep ahead of your competitors

But how can large brands with rigid structures adapt faster to these new trends in order not to miss the selling opportunity? Forbes said speed to market for products and technologies is “vital to ensure long-term competitiveness”, and this is particularly essential for larger beauty behemoths to keep up with the nimbler drugstore competitors.

“Fast beauty” has always been the big opportunity for smaller brands that can be more competitive and flexible when creating their values and gaining engagement with the customer. An example is how smaller companies can shave down its product-time-to-market time to a mere 13 weeks in comparison with large brands that can take longer than 9 months. This competitive advantage makes smaller brands grow up to 4.8% according to market measurement firm Nielsen.

In order to accelerate these processes, choosing the right package and making sure it is on time is essential. 

Most of the big brands, when they want to do something agile, launch as a whole new brand. According to Benjamin Punchard, Global Packaging Insights Director, Mintel; I’ve seen a lot of small niche brands that have been launched by the big houses in order to tap into an emerging trend because they’re testing the waters.

Start-ups and indie brands cannot afford to stock and they source packaging on demand, so quick turnaround is essential. A surge of these businesses is entering the market during the pandemic to meet emerging consumer demands. Many are doing so with great success, being small and agile and quicker to adapt to market changes. 

In fact, due to the Covid-19 crisis and uncertainty of the future, time to market and agility have become important for all brands, not just indie brands.

By instilling these relationships, brands can ensure connections and the ability to adapt quickly to beauty’s evolving global consumer. It also helps establish relationships with packaging converters that are going to be providing the novel technologies going forward.

How to choose the right package to accelerate the process?

1. More is less: simplicity as key to speed-to-market 

In beauty, trends are fluid. In make-up in particular, trends change rapidly and pack design needs to be optimised to adapt to shifts in demand. The US is a particularly fast-moving market, with high demand for short lead times.

When thinking about design, the key to adapting fastly to changes is choosing simplicity to ensure adaptability and flexibility. For those brands without backing from big beauty players, the fewer components required within the pack design will ensure speed-to-market. 

From Molpack we are specialists in creating packaging for the beauty sector and our aim is to help clients succeed in their projects. Since innovation is one of our core values, we provide a fast service through 3D customisation in which we help the client co-create their design with us and choose the best option to improve their speed-to-market. 

2. Sustainability is a must

Since 2020 we have amplified the number of eco-friendly solutions and therefore offer a new Eco line of packaging in which you can find a refillable jar, injectors, tottles and click pens. 

Our value proposition  stands above our product therefore we focus always on designing and producing the best packaging solutions for our clients that guarantee the least environmental impact for the planet. In order to achieve this goal, at Molpack we invest in innovation as a key driver to keep on developing projects that support our eco-friendly focus:

Packaging that is 100% recyclable

Solutions that are lighter and therefore more eco-friendly

Refillable packaging

Using the latest sustainable materials available in the market.

3. Find the right supplier to optimize your packaging projects

From Molpack we help our brands accelerate their time to market through the latest software to customize our packaging in 3D and validate it in real time. Our 3D configurator is currently accelerating x3 brands time to market when launching new customized products and adapting faster to the markets’ trends. 

Need more help?

In case you are looking for a specific solution for your product, our team of experts can help you choose the packaging solution that will adapt best to your cosmetic product. You can contact us and we will do the rest. 

Foto de Alesia  Kozik de Pexels: https://www.pexels.com/es-es/foto/botellas-tarros-contenedores-aceite-esencial-7797449/