I was seeing a big movement in social media around beauty products as consumers seek more engagement in the emotional experience. I think secondary packaging’s role is going to grow the connection between the core product and the digitised brand world.
Primary is quite formulaic and restricted. If you take away the decorative touches in a category, you’ll find a 50ml jar from one brand is pretty much the same in another. I guess the creative opportunity now is so much more expansive and that’s pretty exciting.
One is consumer insight. The speed at which beauty brands are moving means supplying partners need to move just as quickly. I’m looking to bring that social listening insight to help clients track trends.
The other the space outside gifting and the ‘home retail occasion’. As beauty consumers are wanting more back from their brand relationships secondary packaging has a bigger role to play in the year round relationship.
Using secondary packaging to build the connection in social media. Consumers are abuzz in social communities in wanting to engage in product applications. There’s a big role for secondary to take star billing in social media and present a bigger canvas for the brand.
Firstly, unlike primary we’re not bound to the deep relationship with plastic. Secondly, of course, there’s a massive consumer drive and ethical challenge to invest in sustainable materials. At Hunter, we’re ahead of the curve with secondary packaging from the start. More than that, Hunter is investing in the insight and expertise to help educate clients in sustainability, recyclability and biodegradability.
We’ll also expand our reach into middle weight brands who want to build through innovative materials, and user experiences. Delivering at the edge of innovation will also strengthen our credentials with long established global brands needing an informed view on the speed of evolving trends.
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