Cosmetics packaging is not just packaging. And current trends can definitely make it turn into a ‘smart’ tool with new functionalities. At the 2016 Natural Cosmetics Conference held in Berlin last September 27-28, Charles Calvert, of Brandpack, presented the four dimensions packaging must have for a high performance.
Charles Calvert is the Creative Director of
Brandpack
, a German company specialized in packaging design and brand strategy consulting. His passion for packaging dates back to when he was 13, when he came in a record shop and got lost in admiration for the sleeve of a Clash album… Today, he has a 20-year experience in this field.
And his message is clear: packaging must be redesigned to take into account the latest trends and their implications for cosmetics, including natural cosmetics.
Packaging: the basics
First, Charles Calvert explained he developed his expertise by strongly associating packaging design and technical know-how, and by nourishing this relationship with his curiosity and passion to understand a brand from a global standpoint. He asserted both his enthusiasm for the different materials, shapes, finishes, and graphic designs, and his technical skills to make efficient packaging: to him, all these interactions are key to the success of a brand.
He reiterated that traditionally, cosmetics packaging plays a role in protecting, storing, handling, and transporting products, as well as in the brand’s communication strategy. In the case of natural cosmetics, it must also have specific environmentally friendly characteristics, …
