Packaging Innovations and Luxury Packaging London 2014: Q&A session with Wren Holmes, Brand Manager, at UrbanVeda.
Show Feature – Press Release – September 2014
Packaging Innovations and Luxury Packaging London 2014:
Q&A session with Wren Holmes, Brand Manager, at UrbanVeda.
Wren Holmes, Brand Manager at UrbanVeda, will be speaking at The Beauty Symposium which returns to Packaging Innovations and Luxury Packaging London. Taking place at the Business Design Centre London this month (30 September and 1 October). Holmes will be speaking on day one of the show, sharing her expertise into ‘What makes a consumer and retailer buy your product and how can you maximise cut-through on a crowded shelf’.
Wren Holmes, Brand Manager, at UrbanVeda looks at the future of beauty packaging:
1. What makes a consumer and retailer buy your product?
[WH] They’re looking for something a bit different that stands above its competitors in terms of price point. If they can get something better for cheaper, why would they buy yours? Competitor analysis is absolutely vital for this reason; know where you stand.
2. How can you maximise cut-through on a crowded shelf?
[WH] Personally I like colour, cosmetics tend to be a sea of white. But it’s important to make sure it fits with your ethos and communicates something about your brand or the product.
3. What is more important product or packaging?
[WH] Packaging; 70% of purchasing decisions are made at the shelf. Even with testers available in store, you’re still not going to know how the product fully works in context until you try it at home in your routine. That saying, for repeat purchases (the ultimate goal) it’s product all the way.
4. How important is packaging in the marketing mix?
[WH] Vital. There are visual, auditory and kinesthetic patterns to learning, but visual is by far the most common in people.
5. Which brands/products do you consider best exemplify good packaging design?
[WH] I love the personal, so Elemental Herbology really stands out for me, their packaging and hand-illustrated designs are stunning. Others I like include Aesop, who are also quite witty; Korres, (because the designs look so tactile). And Pai skincare, who have an elegant simplicity which reflects their sensitive skin ethos really well. Of course, Urban Veda too!
6. What do you see for the future of packaging design?
[WH] I’d really like to never see another film-fronted throwaway gift set box ever again (the type that clutter up shop shelves every Christmas season and are a massive blight on land fill). I don’t think it’s so much about fancy shapes- the minimum order quantities are quite prohibitive for anyone but the multinational companies; I would like to see more design personalisation, such as artist partnerships and/or bespoke naming being made available on pack.
For more information about Packaging Innovations and Luxury Packaging London or to visit for free register at www.easyFairs.com/PI-London.