ROUTE 42S T U D I OPACKAGING AND ADVERTISINGIN WESTERN EUROPEAN ANDAMERICAN COSMETICS MARKETBY GIOVANNI VELLUTOCEO OF ROUTE 42 STUDIO
ROUTE 42S T U D I OPART 1PACKAGINGA few simple questions...What is design?Is design that important?Is packaging a kind of design?
ROUTE 42S T U D I OPART 1: PACKAGINGPackaging IS design(From Collins dictionary)1: a plan, sketch, project, preliminary drawing2: the arrangement or pattern of elements orfeatures of an artistic or decorative work(From Raymond Loewy teachings)Art applied to common objects(Practically speaking)Art applied to commerceWhat is design?
ROUTE 42S T U D I OPART 1: PACKAGINGPackaging IS designThis is a common chair.Price: 15/20$Brand: anyFunctionality: full, you can sit on itPeculiarity: is a chairThis is a Panton chairPrice: 250$Brand: VitraFunctionality: full, but high encumbrancePeculiarity: worldwide renownedIs design that important?It doesn’t save livesbut...
ROUTE 42S T U D I OPART 1: PACKAGINGPackaging IS designIs packaging a kind of design?Yes, in any possible meaningEven in cosmetics?Let’s try to spot the differences...?=
ROUTE 42S T U D I OPART 1: PACKAGINGThe “Apple” effectHow design is design in these markets?How do we deal with it?Keep it simple, keep it clean, keep it Zen,keep it Apple
ROUTE 42S T U D I OPART 1: PACKAGINGThe “Apple” effectBefore After+ =
ROUTE 42S T U D I OPART 1: PACKAGINGAvoiding monotonyWhat if everyone follow the “Apple” effect?We might get a “pharmacy” effect
ROUTE 42S T U D I OPART 1: PACKAGINGAvoiding monotonyA few tips:- Design doesn’t mean monotony, means creativity- Clean and simple doesn’t mean white and empty- Colors and shapes are powerful allies
ROUTE 42S T U D I OPART 1: PACKAGINGCase study: L’Oreal - Studio Line packaging evolution19842013
ROUTE 42S T U D I OPART 1: PACKAGINGCase study: L’Oreal - Elvive packaging evolution
ROUTE 42S T U D I OPART 1: PACKAGINGMeanwhile in luxuryIs the situation different in luxury market?In mass luxury, noIn elite luxury, maybeVersaceDolce&GabbanaPradaEtroMarlyDiptyque
ROUTE 42S T U D I OPART 1: PACKAGINGSome packaging tips- Bottle shape can be a key facror in mass market- Cold colors are easier to use- Avoid full warm colors, mix with neutral- Black means luxury but in cosmetics can be an hazard- Geometric shapes in graphic risk to look “old”- Same as gold and silver- In midrange and luxury use all the potential of newpackaging ang printing solution-
ROUTE 42S T U D I OPART 1: PACKAGINGInformation is marketingDirective 76/768/CEE art 2“Cosmetics products sold in EU must not hurt human health”And people knows it=“if it’s for sale, it’s safe”SOInform aboout your innovationRegulation impose to informThan take advantage of it!
ROUTE 42S T U D I OPART 1: PACKAGINGConclusionsPackaging is not a container anymore but akey factor in the customer choicePackaging design is mandatoryPackaging design is not an easy journeyStrong brand image is a key factor that has tobe builtGuess, bet, create, innovateTELL YOUR STORY
ROUTE 42S T U D I OCan external players enter the EU/US market?Yes, but they need a good strategyCan a good packaging design be enough?No, not without support of aimed advertising(or really a lot of luck)How can they fight against major competitors?With packaging design and new weapons asentertaining advertising, social media andbrand/product storytellingHow to afford the cost of an advertising campain?Web oriented campains can highliy containthe cost of every elementPART 2ADVERTISING
ROUTE 42S T U D I OPART 2: ADVERTISINGPassive Adv VS Active AdvPassive adv model Active adv model
ROUTE 42S T U D I OPART 2: ADVERTISINGPassive Adv VS Active AdvPassive adv model Active adv model- predictable audience- predictable results- high budget- decading efficiency=ADVERTISING IS JUSTA VEHICLE- potentially higher audience- potentially better results- low budget- incresing efficiency- unpredictable dynamics- different and morecomplex approach=ADVERTISING BECOMES APRODUCT ITSELF
ROUTE 42S T U D I OPART 2: ADVERTISINGStorytellingWhat is the storytelling?The new way to make brand and product advWhy storytelling?Because in a globalized market you don’t sellanymore just the product, you need to sell emotionsWhy is it a winning strategy?Because our entire existence is made by stories andwe all live for emotionsWhat is the difference between Ulisses and anyother castaway?The answer may appear to be his ability, his geniusor his bravery. But what if no one has told his story?
ROUTE 42S T U D I OPART 2: ADVERTISINGStorytellingHow to do storitelling- Storytelling about people involved (Red Bull)- Storytelling about products/brand (Discovery)- Storytelling about emotions (Timberland)Storytelling can be made also in seriesformat to create a continous relation withthe potenciacial customers, in this case alsoknown as audience
ROUTE 42S T U D I OPART 2: ADVERTISINGStorytelling case study: Dove Men + CareOld brand image VS New brand imageTraditional video VS Storytelling videoOr even play out of the rules
ROUTE 42S T U D I OPART 2: ADVERTISINGDangers of storytellingBEWARE!- People MUST want to see your adv- Promote your adv as the product itselfand do it socially- The brand must be the frame, not the picture- Internet is forever- Stories must be told in listener language
ROUTE 42S T U D I OPART 2: ADVERTISINGConclusionsTo breach the EU/US market you need quality,design, stories, emotions and strategyChoice criterias are totally different from 10years ago because of interntetSelling a product has never been so far from theproduct itself as it is nowSOInvest on ideas“Average is over”(Thomas Friedman - Pulitzer prize winner)