If there is one product on the market that usually attracts us more by its packaging and presentation than by the exhaustive recognition of its components and characteristics, it is beauty products. These products must fulfil a dual function: to perfectly combine technical product information with the purely commercial function, to attract attention, to create a need and to convince.
It is true that the consumer is becoming more and more knowledgeable about the components, the indications of the active ingredients and therefore more demanding. And we must take this into account.
The packaging of the beauty sector needs to be constantly reinvented, as well as an attractive and convincing message, it needs a permanent search for new materials, a typography that matches the quality of the product... They need creative freedom.
Triptych of Lune Avocado Hair Care Box. Hair care packaging.
Around 82% of the decisions of purchase take in the point of sale.
Design and marketing are two big areas linked together. Good design distinguishes brands and makes products stand out from the crowd, instilling a certain perception in the minds of consumers. Brands meet the criteria to create a lasting impression and can dominate the market on a global scale.
Colour, shape, images, material, typography, etc. are important elements in the branding of products.
Before any product is launched on the market, it is given a name, an identity so that it can be easily distinguished from competing products. Thus, companies create a brand to persuade consumers. A brand is a name, a symbol or attribute that characterises and identifies the product or service. It is the most valuable attraction and has the power to attract and maintain consumer loyalty to the brand. Customers identify themselves as they relate to their personal preferences - bonding. A brand can only exist if it communicates, and one of the most effective ways of communicating is through design and advertising.
PROCESS OF BRANDING – power of the brands to them DIFFERENTIATION
PROCESS OF PERCEPTION – identification of the message IDENTITY
It is not enough to have an excellent product if it does not have a strong brand. Making a product known in the market and getting it into the minds of consumers is a long process and requires a strategy.
For years, marketing has focused on fighting for a single position: TOP OF MIND. However, unlike the top of mind, the user has a human and sentimental space that occupies part of himself that we must achieve: TOP OF HEART. When a brand has won a place in the customer's heart, it will be difficult to replace it.
IMPRESSION - INTERACTION - CONNECTION - COMMITMENT
In this way, we must create a value proposition focused on consumer insights, build a solid brand experience, listen and dialogue.
A product is what you sell, a brand is the perceived image of the product you sell and branding is the strategy for creating that image. As the emotional expression of products and services becomes more important to consumers, design emerges as a strategic competitive advantage for many companies. It is, in short, an unequivocal source of differentiation and, at the same time, a key element of brand management.
Design management is a holistic process of creation and decision-making that enhances strategic decisions as it is combined with other business functions. Creativity is necessary for the creation of original concepts and must accompany the entire product or service development process. The resulting design quality matters.
Design strategy can be creative to achieve a differentiated brand, while design resources must be managed and adapted according to the design strategy; coordination is key. Design management is the management of consistency and coherence.
DESIGN IS KNOWHOW HOW TO DO (part of the same process)