There are five trends health and beauty marketers need to stay on top of:
NFC labels for consumer engagement, RFID labels for security, the rapidly
expanding shrink sleeve market, tactile varnishes and the increasingly
Especially with high-end perfumes, personal care products and
cosmetics, the cost of affixing uniquely identifiable RFID tags can
be easily justified with their traceability, inventory management
and loss prevention benefits.
3. Incorporating shrink sleeves
Shelf appeal is of paramount importance in health and beauty
labeling. Not only must a cosmetic or health label communicate
the necessary regulatory information—it must make a product
stand out among competing products.
Shrink sleeve labels encapsulate the contours of the product
packaging, providing maximum real estate for information about
usage and eye-catching graphics. With vivid colors and 360-degree
branding, shrink sleeves allow a product to become a brand
billboard on the shelf, driving product sales.
Because of this—and the tamper-evident benefits they provide—
shrink sleeves are growing faster than almost any other flexible
packaging segment. Market research firm Alexander Watson
Associates predicts the shrink sleeve label market will have grown
more than 5% from 2013 to 2018.
4. Tactile varnishes
As the premium beauty and personal care market grows—and
continues to outperform the mass market—the perception of quality
will be paramount to any brand’s success. New and established
brands alike will need to compete for the estimated 6% value
growth in the market from 2016 to 2021.
In such a high-margin industry, the cost of even the most ostentatious
premium beauty label is a small percentage of the price
of the product. To keep up with the rising competition, it makes
sense for beauty brands to invest in premium can decorations to
drive sales.
Tactile varnishes can be used to add multisensory depth to
aerosol cans. A good example of innovation in aerosol can decoration
is the winner of the 2017 AEROBAL
World Aluminum Aerosol Can Awards
in the “Prototype” category—the “TACTILE”
can. This can—black, with a blue
snake coiling around it—used vivid colors
and innovative design to separate itself
from the competition. However, the most
notable element of the award-winning
design was the raised ink finish, which
added a tactile, reptilian feel to the can,
complementing the serpentine design for
a truly multisensory experience.
Although not a new technology, tactile
varnishes present an opportunity for
health and beauty brands to differentiate
themselves on a crowded shelf. By mixing
visual and tactile design, brands can create
a heightened experience that attracts
consumers at the point of sale and allows
them to continue to interact with the can
during use.
5. Sustainability
From formulation to labeling, consumers are expecting more
Green products and are letting sustainability influence their
purchasing decisions. Globally, 51% of purchasing decisions rest
on features such as ecological responsibility, from the overarching
brand all the way down to the product level.
According to a beauty survey by market research firm Euromonitor
International, Green features are “more salient in purchasing
deliberations than low prices and strong brand names.”
In 2018, sustainability is more than just responsible; it’s a good
business decision.
For health and beauty brands looking to appeal to environmentally
conscious consumers, Green labeling is a good place to
start. As the global pressure-sensitive labeling market grows—an
estimated 7% between 2016 and 2020—there is expected to be
an expanding focus on Greener label solutions for spray cans.
With the increasing use of linerless pressure sensitive labels,
label manufacturers can save as much as 40% on shipping costs
while also using sustainable practices—a feature many consumers
are willing to pay a premium for.
Sustainable prime labels are a win-win for personal care,
cosmetic and health care brands, custom label manufacturers,
consumers and the environment. Consumers want sustainability
and it makes sense to listen and implement Green label designs
in 2018.
To stand out in 2018, personal care brand owners need to
take a comprehensive look at label design and decoration—from
attracting consumers to tracking products, and even engaging
consumers after the sale. Spray
April 2018 SPRAY 29
important use of Green label solutions.
RFID labels allow for detection at greater distances.