Perfume brands need to represent sustainability, diversity, and be shareable on social media.
The pandemic was unkind to many industries, but fragrances were hit hard. Why bother putting on perfume if there’s nowhere to go? And how would someone even discover a new scent if they couldn’t head to the store and smell it for themselves? Thankfully, fragrance sales are rebounding thanks to lockdowns lifting and more people willing to shop in stores again.
But just because more shoppers are patronizing brick and mortar retail stores doesn’t mean that the fragrance and perfume market is back to where it was pre-Covid. There are shifts in perfume trends that are demanding more than new scents. Customers expect perfumes and perfume containers to be sustainable, come from companies concerned with diversity and inclusion, appeal to specific visual aesthetics, and offer a scent experience.
This puts pressure on perfume manufacturers. Different demographics have different expectations, and while it may have been possible to put various scent offerings in the same bottles with different labels, now perfume producers need to consider container shapes and designs, too. Consumers want the containers to represent sustainability and diversity while being worthy of sharing in pictures on social media. The perfume itself is only part of an overall brand.
How does this impact your perfume production? What new equipment will you need to handle this variety of demands? Will your current labeling machine process suffice?
Flexible Equipment for Perfume Labels
With bold new container designs comes manufacturing complexity. You’ll need to evaluate your current equipment to ensure it measures up to customer expectations, production demands, and your vision for the future.
If you plan on a complete reinvention of your product line while attempting to retain customers who have more traditional tastes, you’ll need to embrace one of three paths:
- Buy multiple pieces of equipment to handle as much container variety as possible.
- Buy one piece of equipment that’s flexible enough to handle a reasonable variety of container shapes and sizes.
- Use the equipment you have, but optimize it for your new needs.
Unfortunately, not everyone will be able to take tack three. If your current labeling machine can only label round containers of a specific diameter, then you may need to upgrade.
Perfume Label Expectations
As you embrace new containers and bottles, you'll need to update your perfume labels, too. Customers have specific expectations for labels.
- Stay adhered
- Be aesthetically pleasing
- Be consistent with branding and social values
- Satisfy regulations
According to Pam Moore, "5 to 7 brand impressions are necessary before someone will remember your brand," and Cube says, "48% of customers expect brands to know them and help them discover new products or services that fit their needs."
Some of this might sound contradictory. How are you supposed to embrace a variety of container shapes while maintaining brand consistency? It's possible, and winemakers have been doing this for centuries. Pinot Noirs come in different bottles than Cabernets, which come in different bottles than Chiantis.
Consistent branding doesn't come from bottle shapes — it comes from a consistent "why" of the business. Consumers need to trust that you have passion for the things they care about.
Perfume Trends and Their Impact on Containers
Let's look at how perfume trends can lead to creative decisions with your containers and still maintain brand consistency.
We'll start by looking at a popular perfume trend for 2021 — fresh and natural scents that include green tea, peach, and citrus. What would be a creative way of involving those scents in a container shape without muddying the branding?
How about container shapes that mimic the scents inside? Green-colored glass bottles in the shape of a tea leaf with your brand's logo would be unique and compelling for potential customers.
Perhaps your company emphasizes sustainability. Your labels might be textured paper on bottles that appear upcycled. The entire packaging would be recyclable and fit a specific aesthetic. Or perhaps you lean on nostalgia and want to evoke a feel for a certain era. You might use vintage-style atomizers on art deco-styled bottles or choose neon colors and wild shapes for a 1980's vibe.
Labelers That Achieve Great Perfume Labels
To label multiple bottle shapes, it’s still a good idea to have labelers that can handle many container types and sizes. Let’s look at some versatile label types.
Front/back labels. Just because a container is uniquely shaped doesn’t mean it can’t have a consistent surface for a flat label. You can find labelers that can apply front and/or back labels to perfume boxes or square/rectangle perfume bottles and accommodate wrap-around label applications — all in one labeling machine.
Shrink sleeve labels. Shrink sleeves may be the most versatile of all label types. There’s no adhesive involved, the shrink sleeve labeler drops a sleeve over the container, and a heat tunnel shrinks the sleeve for a snug fit. As long as the graphic designer considers the image distortion, shrink sleeves work on just about any container size or shape.
No matter what labeler you decide on purchasing, it should be reliable, consistent, repairable, and easy to use for the best results and highest ROI.
Find the Right Versatile Perfume Labeler
Pack Leader USA knows labeling, and we’ve helped many perfume manufacturers just like you to upgrade their perfume labels equipment. We’ve assembled a free Guide to Labeling Cosmetic Containers to give you the information you need to decide on your labeler purchase. If you have any questions, we're happy to answer them for you.
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