A Macroeconomic Study of the Packaging, conducted by economist Solomon Quadros Abre/FGV Retrospect 2015 and Prospects for 2016, presented by the Brazilian Packaging Association (Abre) last February, showed that the Brazilian packaging industry in general fell by 4.31%, in physical production of packaging in 2015 compared to the previous year, with gross production volume at R $ 57.3 billion. On the other hand, the economist points in the study that the exchange rate around R $ 4 promises to bring back to exports the lost competitiveness and also encourages import substitution.
The cosmetic packaging market is one of the most vibrant packaging markets, which includes the diversified types of packaging and their materials used across the regions. The global market is broadly divided on the basis of types of packaging used such as bottles, tubes, jars & containers, sticks, pumps & dispensers, pen types, roller balls, caps & closures, and others. This market spans across various stakeholders such as cosmetic manufacturers, cosmetics packaging manufacturers, traders, distributors, and raw material suppliers.
The good news is that the global market of cosmetic packaging is expected to grow at an average annual rate of 5.4% through 2018, according to a report Cosmetic Packaging Market Value Share of MarketsandMarkets, premium market research agency.
In Brazil, the economic crisis, the increase the tax burden and rise of the dollar change the market of cosmetic packaging since the second half of 2014, in a quantitative manner, due to the drop in industry sales and qualitative, which leads some companies of toiletries and cosmetics to substitute packaging. In this context, the pressure in negotiations with suppliers also increases and, as a last resource, there is the transfer of part of the higher costs to prices. Consumers in turn, leave loyalty to brands, replacing them with cheaper ones.
“The brands and manufacturers innovate to keep global consumers not only involved, but to develop brand loyalty, which is becoming more and more intangible in an age where consumers have more choices than ever across all packaged goods,” says David Luttenberger, Global Packaging Director at Mintel, market research agency, when announcing packaging trends in December 2015.
The pressure of foreign currency on spending on inputs also brought interesting alternatives to the Brazilian cosmetics market, which began to export more, to open stores in other countries and to seek solutions in operational efficiency, which do not alter the quality of products, explore resources and seek market niches that bring added value to the consumer, as more sustainable alternatives.
Boticario Group, owner of brands O Boticario, Eudora,quem disse berenice? and The Beauty Box, the choice of packaging of each of these brands seeks to meet the profile of their customers, but they have a common denominator: “These attributes are the main references to determine the design of the packaging and one of the main attributes, addressed in order cuts across all brands and lines, is sustainability, “says Rodrigo Madalosso Wielecosseles, Development Manager of O Boticario products.
“The consumption cycle rotates according to the trends and the needs of consumers. For this reason, products packaging win new volumes, sizes and shapes more and more suited to reality, “he says. He explains that the company, besides to look for the packaging under the bias of the launch, is also concerned with the post-consumption. “we want to increasingly lower environmental impact materials that, when discarded, have better acceptance by the recycling cooperatives and gerenciadoras companies accredited waste, as well as a favorable recycling scenario,” he says.
This is a hinging movement around the world. Last week the European Bioplastics supported a new European Parliament report on revision of waste legislation, which emphasized the role of bioplastics to help a transition to the circular economy. The report produced by the Italian Member of Parliament (MEP) Simona Bonafè set out the legal measures needed for a shift from a linear to a circular economy where waste was considered a valuable resource, and moves to a low-carbon bioeconomy, which used resources more efficiently. The report on the directive on packaging and packaging waste also asked the Commission to evaluate the feasibility of seeking bio-based packaging solutions and / or biodegradable and compostable.
In Brazil the SOU line, developed by Natura, is an example of the search for quality with less environmental impact by bringing a recyclable plastic pouch with lid, for toiletries products. “Launched in 2013, SOU has meant entire development cycle of products, basing its choices on what is essential. The packaging of the line have a unique and efficient design that uses 70% less plastic and provide 60% less CO2 emissions than the average conventional market packaging, and generate less waste, “says Alessandro Mendes, Director of Product Development .
The brand also bet on perfumery packaging made from post-consumer recycled glass. “We were pioneers in Brazil to use recycled material in what is one of the noblest forms of glass:. the flask of a fragrance. The environmental benefits are significant, with reductions in the CO2 emissions. Still in Perfumery we offer refill in PET 100% recycled post-consumption for Ekos line, “says Mendes.
Among the trends identified by Mintel ´s global head of packaging department for this year, are: digital printing, which would create ‘hyper’ personal experiences; clear messages on the label to increase transparency and and builds purchasing confidence; eco-responsible packaging that empowers social consciousness; next-gen hybrids that offer functional and environmental benefits alongside great shelf presence, but right-sized product packaging that meets consumer needs and shifting use-occasions; and apps that support ‘mobile-engaged’ packaging. “All over the world consumers are demanding more information about what they are really buying but seeking less on-pack clutter that confuses their purchasing decisions, “noted David Luttenberger.
The global company Avon, which has in Brazil its largest beauty and personal care market, uses imported packaging of global partners, but has some partners in Brazil for the production of refills of compact powder and liquid soap. “Design is global. What we do is try to find a local partner that meets the technical specifications, according to the strategy of each category and each product, “says Ricardo Patrocinio, Commercial Marketing Vice President of Avon Brazil, which does the reverse logistics of their products at the moment only in the state of São Paulo. According to Avon, the company sells a lipstick every 3 minutes in the country.
According to the survey of Kantar Worldpanel, the lipstick is considered the gateway to the world of cosmetics. Incidentally, one of the few segments of the cosmetics sector in Brazil that high inflation, unemployment and economic changes have not been able to shake was the makeup. A study by research agency revealed that the market grew 3.2% in value in 2015 compared to the previous year.
“Packaging has very important role in the makeup products. In addition to calling attention for its design, it must maximize product performance through applicators and other resources designed specifically for each application, “says Ricardo Petriccioni, director of Primera, a packaging import company, which works mainly with makeup packaging and accessories: brushes , curvadores eyelashes, eye shadow applicators. Accessories are usually more complicated to be loaded into toilete bags . Thus, they become increasingly part of cases and makeup kits. “We have noted that the specialized brands in makeup seek to incorporate those elements in the packaging to add value to the product and make it practical for consumers. The ergonomics and ease of use are important factors and help to keep consumers loyal to the brand, “says Ricardo.
According toDavid Luttenberger of Mintel, flexible packaging are no longer considered of lesser quality. Almost a third, 32% of consumers associate flexible packaging to be ‘modern’ and brands are investing in marketing opportunities in this area. “Truly innovative brands are looking to the next generation of rigid/flexible hybrids that offer functional and environmental benefits alongside great shelf presence.” David points out that consumers will be increasingly turning to eco- and alternative-use attributes as the deciding purchasing factor. “Therefore, brands can not afford to ignore this fact when developing their positioning and marketing strategies,” noted the Study.
SOU, the pouch packaging with lid of Natura , which is practically a refill, in addition to the environmental benefits previously mentioned by the Director of Natura Product Development, inaugurated a new form of production. SOU packaging arrives at the factory in the form of plastic film roll, saving space on transportation, enters a single machine that seals the film, cuts in the packaging format, get the product and put the lid. Today its design is widely accepted in Brazil thanks to the brand campaign on TVs, proposing a new way to consume that gives up overeating and favours lower environmental impact. Its colorful and lightweight packaging are sold in pharmacies Raia Drogasil in the state of Sao Paulo and in July they will be all over the country.
According to Mintel, in 2016, brands must provide packaging that consumers see as ‘right-sized’ for them and easy for occasions of easy transportation, in order to overcome the increasing lack of brand loyalty.
Novelties and Innovations
MWV, MeadWestvaco Corporation, a global packaging solutions company, brings the third edition of Packaging Matters ™, an annual study on the impact of packaging on the satisfaction with the product and consumer buying behavior. The study shows that 31% of global consumers consider packaging very or extremely important to their overall satisfaction with products. In Brazil, this figure increases to 52%, together with the quality and safety – 30% of Brazilians believe that companies can do more to improve the safety of products through packaging, given a little above the world average, which is 25 %.
Aware of the problems caused by Zika virus and its complications in the health of the population, the company presents its solutions in sprays and dispensers, ideal for use in repellents: different sprays with different nebulizations, to meet various formulations of repellents, between the more viscous and the most fluid. The solutions portfolio also includes pumps to be used in family packs.
Aptar, brings Proteo a flexible sachet packaging for the cosmetics market with design, shape, lidand way to use differentiated and autuador GS Adore for cosmetics lotions in pump whose clip actuator hide and protects the actuator hole, leaving the safe product to be loaded in the bag or purse.
And Albea brings Premia, airless packaging for complex lotions, sophisticated formulas. This package combines premium airless NEA platform without contact with air and UV rays thanks to its airless system and extra protection and self-sealing insert. It has double bottle, allows high level of customization and features three actuators.
Baralan Brazil last year launched an innovative packaging: a spray for powder in which triggered the valve, it automatically pulls the powder, through the deep tube to the output of the actuator.
LeafLAB (SWM), from France, has created ecological tissues made from biodegradable vegetable fibers which can be used in a variety of products including cosmetics. The materials are suitable for use in products intended to store and release formula, such as facial masks and skin cleansers sheets, among others.
Natura in its recent launch Tododia Hidraspray a moisturizing in spray, uses the technology Bag on Valve (BoV), enabling the application of products with denser textures in the form of spray. The product is packaged inside the bag while the propellant is in the space between the bag and the can. When the spray button is pressed, the bag is compressed and the product dispensed out. The release of product through the valve by means of compressed air action on the packaging, provides a continuous jet. The same process of sunscreen Sundown, by Johnson & Johnson. The use of compressed air as a propellant is more environment friendly than the gases normally used in aerosols. The application can occur at any angle, even when the container is upside down.
Bemis has launched SilverGlam, a laminated tube, which besides having a very high brightness, offering barrier to light, oxygen and water vapor. One of the main benefits of the package is the memory maintenance of the material, providing a perfect use of packaging or the total consumption of the product, avoiding waste.