Detail that makes the difference

The Kk Bossa, founder and President of Truss, brazilian brand Cosmectics professional cosmetics for hair, had a fixed goal in 2012: resell products in the United States. The idea was to go beyond the simple Manager representatives wanted a filial in Florida. Researching the American market, discovered that he needed to adapt the product packaging for hair: no businessman would agree to screw the lid of a Truss product before using it; they only worked with shampoos, conditioners and treatment creams flip top lid that had (open and close).
"I thought it would be an easy thing to do: it was just change the screw cap by the flip top and keep the packaging design", remember the Manager. But it wasn''t that simple.
Four years of research, about RS 1 million in investments and three different moulds until you reach the current model. The effort, however, was not in vain: the Truss inaugurated finally in April the Office in Boca Raton and should end the year with at least ten distributors in us territory, above expectations. "Within four years, designed the United States '' revenues will match up to that of Brazil," says the owner of the Truss, which registered RS 70 million in 2015 and sales should grow 18 percent this year.
The example of Truss shows how innovation in cosmetic packaging can be decisive for the success of a product. According to the consultancy in packaging, cosmetic packaging Datamark and personal hygiene represents, on average, 9.8% of the cost of the end product. In perfumery, however, this percentage
You can extrapolate the 40%. This is one of the highest percentages among the consumer goods, more than the food, for example, says Graham Wallis, Director, Datamark. "The cosmetic market is dynamic, supercompetitivo and lives of innovation, the product must be attractive on the shelf, says Wallis.
According to industry in 2015 Datamark the industry spent R$ 3.79 billion with packaging. The most used were the flexíveis (bags or wrappers), which accounted for 35% of the total number of units manufactured in the year, followed by bottles or plastic bottles (25%) and glass (l0%).
"This is an industry in which the materials used to make the design make the difference", says Luciana Pellegrino, Director-General of the Brazilian packaging Association (Abre). "The packaging of a product of beauty must be precise in that intends to deliver to the audience," he says.
An example are the cartridges of L''occitane soaps au Brésil. The goal was to give a handmade aspect to a product made in automatic process on special paper, finishes and textures were made, especially for mixing colors. The soaps, whose production process is completely
industrialized, ficaram looking hand packed. The West Indies was responsible for the Packaging design, using raw material of Suzano Papel e Celulose.
"Beauty customers challenge the printing industry in relation to finishing of the packaging, says Bruno Baptista, Director-General of the Netherlands. The company, responsible for the "box" of several cosmetic products, has among its main customers apothecary, Avon, Natura, Contains 1 g, Jequiti, besides the L''occitane.
In the last years, second Baptist, the Netherlands invested about 30 million R$ in new printing processes and improvement of the productive process, as machines that make the duplex printing at the same stage of production.
Innovations need to monitor the speed of demand by industry, says Baptista. "The crisis has accelerated the speed of the projects," he says. The industries want to reduce costs faster, and this contraction passes almost always by the packaging. "A restudy of packing, which would take about six months to complete, now is usually done in two or at most three months," he says. In the wake of cost-cutting, is the renewal of the brand through a new package or version. It''s a way of showing the market where land new competitors every day, without necessarily investing in a new product.
Is the strategy that is being used by Procter and Gamble with the brand Pantene hair care. The American multinational does in Brazil, this November, the major re-brand since 2007, when it adopted the model Gisele Bundchen as poster girl. "We did a revamp on line pós-xampu to meet women with long hair," says Livia Carvalho, Communications Manager for the brands of beauty of the PeG. A new fragrance, approved in search for Brazilian consumers, shall be adopted by the brand in the country and in Latin America. The changes come accompanied by new look on line pós-xampu, with packaging in a metallic Golden. "With this, we differentiate the shampoo packaging line pós-xampu," says Livia. The goal is to even encourage the sale of conditioners, styling creams, masks and ampoules.
For Rodrigo para por, PeD Group Manager apothecary, is packing a "silent salesperson". "It is important not only that she draws attention to the product, as is consistent with its proposal", says the Executive. As an example, para por cites the line take care, which adopted in plastic packaging
polyethylene green comes from renewable sources, such as sugar cane, for example. "One way to take care of yourself and the planet." The raw material of the packaging is provided by Braskem.
Environmental issues, combined with the cost reduction, proved decisive for the Natura chose a new raw material for Chronos line: the Glass Polymer, thermoplastic resin of American Eastman.
"It''s a technology that most closely resembles the glass, with the
advantages of being lighter, practical and sustainable, "says Rogerio Days, regional sales manager of special plastics for Latin America of Eastman. According to the Executive, a pot made with Glass Polymer allows 12 refis substitutions in the hands of the consumer. "Compared to the glass, there is a cost saving between 10% and 15% to the owner of the mark". He says.
According to Alessandro Mendes, Director of product development of Natura, about 3% of the annual net revenue of the company — which last year was 7.9 billion R$ — is invested in innovation. "The development is within that value", says the Executive. Mendes among the latest news the Ekos line, beyond the Chronos, in which the company obtained significativa reduction in weight of pots. This last has a new opening system, he says, "in addition to a reduction of environmental impact from the use of l00% recycled PET and monomateriais covers".
Today the Natura makes use of refil in 30% of the portfolio, and the goal is to expand that number, according to Mendes.
"We work constantly on projects for new materials and technologies, in order to reduce the impact of packaging on both the product environmental aspect as in the cost". afirma. According to the Executive, the package represents about 30% of the cost of the product on average.
Combined with all the environmental concern, of design and cost reduction, cosmetic packaging cannot lose sight of the aspect of functionality – once the public — this market target is formed mostly by women, that are, nowadays, more and more multifunctional and also with less time for themselves. Thinking about it, l '' Oréal has developed the eye-liner Grandiôse Liner. According to the company, the makeup won a pivot that allows you to bend the rod to 35 degrees, thus ensuring greater agility in application.