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Packaging manufacturer Van Genechten Packaging (VGP) has put perfume and cosmetics packaging to the test and implemented a new packaging concept that dispenses with the usual plastic film and still offers anti-counterfeiting and first-opening protection. We spoke to Marc Büttgenbach, CCO & Sales Director, and Dominik Korsten, Sales Director DACH, about the development process.
Sustainability is a megatrend in the packaging sector. At the same time, however, it is also about solutions that create added value for the customer, meet the zeitgeist and can be realised at the same or lower cost. For VGP they also have to take their own value engineering guidelines by reducing complexity and having a positive impact on the production process. have. „The sustainability megatrend challenges us at VGP every day to find real solutions for our customers. To do this, you have to Having the courage to break with convention and rethink the traditional“, says Chief Commercial Officer Marc Büttgenbach. It is therefore worth taking a closer look at packaging, not only from a sustainability perspective, but now more than ever also from a material price perspective.
„In this context, we looked at packaging for perfume and cosmetics: Why are the boxes here always wrapped in plastic film and shrink-wrapped? Can't that be left out? Ingredients and fragrances are basically protected by the primary packaging itself, i.e. jars and bottles. However, beautifully designed boxes can only be experienced to a limited extent; for example, the end customer cannot feel embossing and haptically appealing surfaces as this is prevented by the packaging film.“
Dominik Korsten, Sales Director DACH
The VGP team has therefore scrutinised the benefits of this film wrapping, which at first glance seems superfluous.
It also works without film
„To find a solution, we removed the packaging film and considered what is different now, what functions are missing,“ says Marc Büttgenbach.
„The product itself is excellently protected by its sophisticated primary packaging - bottle or jar. To keep the appearance and high quality intact, these are protected by a folding box, usually with a high-quality finish. The only requirement for further foiling is to provide an effective barrier against theft of the contents or the opening or use of the product in the shop, which deprives the customer of the experience of opening it for the first time. A possible environmentally friendly solution must compensate for this lack and ideally create an additional benefit that did not previously exist. This is where we started to develop a new concept: How about proof of authenticity, proof of the originality of the product itself? After all, perfume items can be very valuable and should also demonstrate this value. With the solution we had in mind, the manufacturer would also achieve counterfeit protection.“
Marc Büttgenbach
The game changer for VGP is now the use of Security labels that seal the box and are destroyed when the box is first opened. become. Dominik Korsten: „Visible security elements convey to the customer the value of the product and its protection against counterfeiting by the manufacturer itself. By breaking the seal, the buyer or recipient of the gift is Experience that the product has not been reopened after being sealed at the production site. The quality was securely sealed throughout and the product was untouched.“
Realisation with special partner
The The additional benefit of counterfeit protection has great economic value, as counterfeits damage the business. An incalculable risk arises when counterfeits lead to health restrictions. The brand owner then has to prove that it was a counterfeit and not an original product. Marc Büttgenbach: „For the manufacturer of high-quality cosmetic products, we make it possible for visible and invisible security elements provide proof of originality."
Together with a security printing company, of which there are only a few in Europe, VGP first developed the concept and then the product range that could realise the formulated claim.
„This has resulted in a whole range of options for our customers: In addition to visible and hidden security features, features that can only be detected with tests or aids are also possible. Each label is individually conceived and designed with the customer: The result is unique solutions that are customised to the product or brand.“
Dominik Korsten
These labelling solutions can look very simple or very elaborate, they can be cheaper than the previously used packaging with the packaging solutions, equally expensive or more expensive. In any case simplify the process: The elaborate wrapping around the packaging box as well as the time-consuming and energy-intensive run through the shrink tunnel. „We supply these labels, after they have been designed and printed in close consultation with the customer, together with the folding boxes we print - the customer receives everything from a single source and has just one point of contact,“ explains Marc Büttgenbach. VGP has already realised this sustainable solution with its first customers.
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