The miniature packaging, pointed by some market research agencies as one of the trends for 2018, along with more sustainable packaging and individual packaging, arrive sporadically for the Brazilian consumer for some time, both in hotel amenities and in some packaging of perfumes of 10 to 25 ml and products of personal hygiene and beauty.
Study of Brazilian Associatiom of Packaging and University Getulio Vargas – ABRE / FGV, pointed to some factors that are transforming the packaging market. The consumer, still in restricted economic situation, tends to look for more cost-effective options, in larger packages, at a lower cost for the quantity of the product, or in packages of small proportions, thus maintaining the consumption pattern achieved in more favorable economic periods. These factors are magnified by including what millenials want: reusable products, biodegradable materials, ingredients of ethical and safe origin.
The demand for economic packaging, individual and smarter portions, according to market consultancy Euromonitor have globally increased by 10%, compared to more traditional categories such as glass, metal and hard plastic.
“Outside of Brazil, miniature packaging is very common and serves both for experimentation and sampling, and for sale to consumers seeking practicality,” says Assunta Napolitano Camilo, director of the Instituto da Embalagem , a packaging institute. However, she points out that in Brazil this trend is not yet a reality in the market. “There is still a long way to have practical (smaller) packaging of good quality and at competitive cost.”
According to Assunta, large packagings account for the largest sales volume in Brazil, as they are actually more economical (the best price per ml bought). “The Brazilian consumer is not in the habit of buying smaller packages, perhaps for the price charged. Often, the price of small packages is almost the same as the intermediate volume. ”
Portiolli Gold, by Jequiti, in 25ml version
Some Brazilian companies make use of miniatures by offering kits in limited editions for occasions such as Christmas or Mother’s Day. But some companies perceive in them a niche market and incorporate them into the brand´s portfolio, such as Jequiti, which presents several miniature launches, especially in perfumery, to its product portfolio.
The price ends up being a determining factor of sale, especially in a country in economic crisis and that loves perfumes. The company recently launched the miniature Portiolli Gold men’s perfume, in the 25 ml version for $ 19.90. Other fragrances in the men’s perfumery portfolio are Aire O2 and Altitude, both 25ml, for R $ 12.00. Evidently there are price variations according to the fragrance: Eliana Cristal 25ml, is priced at $ 19.90 and the fragrance Adriane Galisteu 25 ml for $ 9.90. According to the company fragrances in miniatures already have significant sales.
Vidraria Anchieta, which makes mini jars of various Jequiti fragrances, among them Portiolli Gold, Eliana Cristal and Luan Santana LS & You, produces a volume of 15 thousand units per year of mini jars. “It’s a trend for consumers who like to bring perfumes in the bag,” says Luiz Marcelo Genzerito, commercial manager of Jequiti and also Empire mini perfume, Hinode.
Jequiti Jolie 25ml
Natura has been operates in the amenities segment since 2004, providing miniature products to the hotel chain throughout Brazil. Both for small hotels and boutique hotels as for large hotel chains. The company also operates in the segment of hospital hotelary, in aviation, with the offer of amenities for VIP lounges of two airlines, at Guarulhos International Airport. The new line of amenities for the hotel segment of Natura, aligned to the company’s regular product offerings, has, for example, the Natura Plant Nutrition and Shine hair line, with the Tododia Cotton line, whose products were already part of the portfolio and had renewed language and formulations an the Ekos line, which brings amenities produced with assets of Brazilian biodiversity.
Cuide-se Bem Mini Capinhas, by O Boticário
O Boticario has already offered miniatures in perfumery for various fragrances of its product lines and has recently launched an easy to carry and innovative care line: the line Cuide-se Bem Mini Capinhas, with hand cream hydrant and alcohol antiseptic gel, both in plastic packaging of 30g, with a protective cover that can be hung on the key chain, car or purse. The line is available in version Rose & Cotton, Milk & Honey and Caramel, with glitter finishing, both for R$ 15.90.
Another brand of Boticario Group, quem disse berenice? has the mini 30ml makeup remover to take on travel, collect or gift. Besides the size it presents the practicality of being a product 2 in 1: it strips makeup in the bath and helps to control the oiliness. (R $ 21.90).
In perfumery the brand maintains two fragrances in package of 10 ml Rollon: feminine Aegean Dolce (R $ 29,90) and Lily (R $ 52,90).
Samples and monodoses
The samples are also part of an experimentation and have been shown to be a pulsating, active market and innovative. They are important part in product experimentation and end up arousing real interest. Especially the format is creative and innovative.
Bio Extratus Monodose: made from laminated paper by GrandPack
In Brazil, individual packaging have been used for some time as samples at fairs. But some brands already have in-line monodoses, such as Bio Extratus and its Queravit, 30ml, with a concentrated dose of keratin. Made from laminated paper by GrandPack, a traditional company specializing in the manufacture of sachets, the company’s main product, which was awarded the Cosm’in packaging, a sachet with lid that can be used more than once after opening. “Monodose products generate savings, convenience and avoid waste, since they are no longer marketed in the appropriate amount for the application,” says the marketing consultant for the company Breno Amparo.
Acquaflora, a company specialized in hair products, based on the experience of marketing capillary products in 12ml bottles, such as Acquaflora Volume Control Restructuring Fluid and Acquaflora Intensiva Restructuring Fluid, recently launched Acquaplex Potentiating Fluid and Discoloration Protector in single-dose 12 ml packaging, monodose of 12 ml, which costs R $ 25.90, while other products of the genre of larger volumetries cost between R $ 55 and R $ 100. “When the cost to the retailer decreases, we reduce the risk of it and the consumer is a ease of experimentation, “says Carolina Wadt, Acquaflora’s marketing manager.
All over the world they already have their market, linked to purchasing power, experimentation and also avoided waste, a matter more considered outside the country.
Gotha: reuse in sustainable packaging
Winner of this year’s Cosmopack 2018 Award in the formula category, Gotha Cosmetics brought to the fair Life Extender Mascara, a product with an unprecedented concept of reuse in a sustainable packaging. Inspired by a less disposable and conscious lifestyle, it is a makeup product that combines a multiple treatment to extend the life of eyelash masks. Its packaging is worked through a cold industrial process whose characteristics respond to sustainable ethics.
Arcade Beauty Eye Shadow Sampling
“Sampling technology helps accelerate the sale of products, either by influencing the consumer in the purchase decision through experimentation and thereby creating greater rapport with the consumer, or by spraying the communication of a particular item,” says Marta Pongidor, marketing manager for Arcade Beauty for Latin America. Global company specializing in multi-sensory and interactive sampling solutions specialized packaging, sache and mini doses Arcade Beauty generates annual sales of US $ 450 million.
Em lançamento de produtos as amostras geram experimentação e atraem pelo formato de apresentação, sempre interessantes. Os produtos mais vendidos da Arcade são os Sachets de diversos formatos para as mais variadas utilizações e o DiscCover, uma etiqueta perfumada com sistema de “abre e fecha”, que integra- se ao layout de catálogos e folhetos e oferece uma experiência olfativa ao cliente. O consumidor interage com esta tecnologia, para sentir o perfume das fragrâncias.
Some of the company’s sample solutions also offer sensory consumer experience. They are the thermo-sealed adhesive labels that bring the original product, enabling the client to apply it directly to the skin and thus to know its color, coverage, texture and sensory, be it a fragrance, makeup items such as lipstick, even from creams. This technology is especially employed by large companies in marketing campaigns.
Adhespack sampling in automated system
The Brazilian Adhespack Group has been operating in the interactive marketing market, highlighting its digital technology, in line with new trends in the world market, such as Adhespack Self Sampling ®, which provides interactivity in the sampling of fragrances and makeup through automated system , in which at a touch a label with the sample of the product is released avoiding the waste of products with the violation of packaging and seals.
“Acceptance by the market appears in the company’s average sales growth of around 20% per year in the last 5 years, in addition to a strong increase in exports in Latin America and Europe – 20% of the company’s annual revenues,” says Daniel Almeida , executive director of Adhespack. In addition to the digital technologies, the company offers biodegradable solutions available for physical samples, such as the glued ones in magazines, being fully sustainable and recyclable.
When it comes to expanding the availability of products through sampling, the club boxes of signatures plays an important role. Glambox includes products from the cosmetics and beauty industry in its boxes. “Samples are welcome as long as they are dosed and accompanied by full-size packaging so as not to compromise the subscriber’s perception of cash value or their experience,” said Paula Sampaio, VP of Glambox.
In terms of sustainability, especially young consumers are looking for greener cosmetics, products that are not only good for the skin but also not harmful to the environment. From reuse and replenishment, to biodegradable materials and ingredients of ethical, safe and natural origin.
Finalist of the Cosmopack Award is Baralan, with the Maria Cristina packaging, a single piece of glass with a split cavity. This technology allows the reduction of the assembly steps in the production process, eliminating incompatibilities between the components and giving the pot a luxurious appearance. Easily recycled, Maria Cristina can be produced with different internal capacities to contain the necessary combination of products. It is produced in a single injection step using a single mold cavity.
Recyclable: Maria Cristina, with glass divisions
In Brazil, one of the countries that recycles the most packaging, sustainability in packaging, the trend has consolidated year by year since the beginning of the decade. In the cosmetics sector several brands offer sustainable developments. But the director of the Institute of Packaging points to the misuse of this term. “Sustainability in packaging has been used as a motto. Unfortunately, there are companies that misrepresent their meaning. “
According to her, Brazil has few Life Cycle Assessment (LCA) reports that could really attest to this. “We can consider some options that are better for the environment, such as packaging made from renewable sources, recycled material post-consumer, with less material, monomaterial. In addition to the environmental aspect, we have to analyze the economic issue and social, “states Assunta Napolitano
An emblematic example of sustainable packaging was the development in 2013 of Natura’s recyclable plastic pouch with lid from the SOU line, for personal care products, which uses 70% less plastic and provides 60% less CO2 emissions than the average packaging.
Natura: since 2013 reciclable plastic pouch
Today several companies bet on PET packaging. Natura decided to invest in PET bottles for perfumery but in a short time started to use recycled post-consumer glass a more appropriate solution.
Other examples of smart packaging are emerging, and Aptar, a global solutions company in dispensers, has developed the squeezable Proteo packaging in an intelligent format that allows its use to the end of the product. It’s easy to open and close, portable and clean. Another advantage of this type of packaging is that it is more accessible to consumers. It is environmentally friendly, uses less plastic and allows more products to be transported in the same carton.
Proteo, squeezable by Aptar