3. giovanni velluto empaques
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This document discusses packaging and advertising strategies for entering the Western European and American cosmetics markets. It argues that packaging is a form of design that can help brands stand out. Storytelling through advertising is also important to appeal to emotions and build a following online with low budgets. The document provides tips on using packaging design, colors, and shapes effectively and exploiting regulations to inform consumers about product innovations. External brands need strong packaging, advertising campaigns telling their brand story, and social media engagement to compete against major competitors in these markets.
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3. giovanni velluto empaques
- 1. ROUTE 42 S T U D I O PACKAGING AND ADVERTISING IN WESTERN EUROPEAN AND AMERICAN COSMETICS MARKET BY GIOVANNI VELLUTO CEO OF ROUTE 42 STUDIO
- 2. ROUTE 42 S T U D I O PART 1 PACKAGING A few simple questions... What is design? Is design that important? Is packaging a kind of design?
- 3. ROUTE 42 S T U D I O PART 1: PACKAGING Packaging IS design (From Collins dictionary) 1: a plan, sketch, project, preliminary drawing 2: the arrangement or pattern of elements or features of an artistic or decorative work (From Raymond Loewy teachings) Art applied to common objects (Practically speaking) Art applied to commerce What is design?
- 4. ROUTE 42 S T U D I O PART 1: PACKAGING Packaging IS design This is a common chair. Price: 15/20$ Brand: any Functionality: full, you can sit on it Peculiarity: is a chair This is a Panton chair Price: 250$ Brand: Vitra Functionality: full, but high encumbrance Peculiarity: worldwide renowned Is design that important? It doesn’t save lives but...
- 5. ROUTE 42 S T U D I O PART 1: PACKAGING Packaging IS design Is packaging a kind of design? Yes, in any possible meaning Even in cosmetics? Let’s try to spot the differences... ? =
- 6. ROUTE 42 S T U D I O PART 1: PACKAGING The “Apple” effect How design is design in these markets? How do we deal with it? Keep it simple, keep it clean, keep it Zen, keep it Apple
- 7. ROUTE 42 S T U D I O PART 1: PACKAGING The “Apple” effect Before After + =
- 8. ROUTE 42 S T U D I O PART 1: PACKAGING Avoiding monotony What if everyone follow the “Apple” effect? We might get a “pharmacy” effect
- 9. ROUTE 42 S T U D I O PART 1: PACKAGING Avoiding monotony A few tips: - Design doesn’t mean monotony, means creativity - Clean and simple doesn’t mean white and empty - Colors and shapes are powerful allies
- 10. ROUTE 42 S T U D I O PART 1: PACKAGING Case study: L’Oreal - Studio Line packaging evolution 1984 2013
- 11. ROUTE 42 S T U D I O PART 1: PACKAGING Case study: L’Oreal - Elvive packaging evolution
- 12. ROUTE 42 S T U D I O PART 1: PACKAGING Meanwhile in luxury Is the situation different in luxury market? In mass luxury, no In elite luxury, maybe Versace Dolce&Gabbana Prada Etro Marly Diptyque
- 13. ROUTE 42 S T U D I O PART 1: PACKAGING Some 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 new packaging ang printing solution -
- 14. ROUTE 42 S T U D I O PART 1: PACKAGING Information is marketing Directive 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” SO Inform aboout your innovation Regulation impose to inform Than take advantage of it!
- 15. ROUTE 42 S T U D I O PART 1: PACKAGING Conclusions Packaging is not a container anymore but a key factor in the customer choice Packaging design is mandatory Packaging design is not an easy journey Strong brand image is a key factor that has to be built Guess, bet, create, innovate TELL YOUR STORY
- 16. ROUTE 42 S T U D I O Can external players enter the EU/US market? Yes, but they need a good strategy Can 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 as entertaining advertising, social media and brand/product storytelling How to afford the cost of an advertising campain? Web oriented campains can highliy contain the cost of every element PART 2 ADVERTISING
- 17. ROUTE 42 S T U D I O PART 2: ADVERTISING Passive Adv VS Active Adv Passive adv model Active adv model
- 18. ROUTE 42 S T U D I O PART 2: ADVERTISING Passive Adv VS Active Adv Passive adv model Active adv model - predictable audience - predictable results - high budget - decading efficiency = ADVERTISING IS JUST A VEHICLE - potentially higher audience - potentially better results - low budget - incresing efficiency - unpredictable dynamics - different and more complex approach = ADVERTISING BECOMES A PRODUCT ITSELF
- 19. ROUTE 42 S T U D I O PART 2: ADVERTISING Storytelling What is the storytelling? The new way to make brand and product adv Why storytelling? Because in a globalized market you don’t sell anymore just the product, you need to sell emotions Why is it a winning strategy? Because our entire existence is made by stories and we all live for emotions What is the difference between Ulisses and any other castaway? The answer may appear to be his ability, his genius or his bravery. But what if no one has told his story?
- 20. ROUTE 42 S T U D I O PART 2: ADVERTISING Storytelling How to do storitelling - Storytelling about people involved (Red Bull) - Storytelling about products/brand (Discovery) - Storytelling about emotions (Timberland) Storytelling can be made also in series format to create a continous relation with the potenciacial customers, in this case also known as audience
- 21. ROUTE 42 S T U D I O PART 2: ADVERTISING Storytelling case study: Dove Men + Care Old brand image VS New brand image Traditional video VS Storytelling video Or even play out of the rules
- 22. ROUTE 42 S T U D I O PART 2: ADVERTISING Dangers of storytelling BEWARE! - People MUST want to see your adv - Promote your adv as the product itself and do it socially - The brand must be the frame, not the picture - Internet is forever - Stories must be told in listener language
- 23. ROUTE 42 S T U D I O PART 2: ADVERTISING Conclusions To breach the EU/US market you need quality, design, stories, emotions and strategy Choice criterias are totally different from 10 years ago because of interntet Selling a product has never been so far from the product itself as it is now SO Invest on ideas “Average is over” (Thomas Friedman - Pulitzer prize winner)