There are products that everyone recognises from the packaging, even though they may never have used them themselves. However, anyone who thinks that successful brands sell themselves is mistaken. Even successful companies are constantly realigning their brand image to changing target groups. A few examples from the portfolio of cosmetics giant Beiersdorf illustrate the changes in consumer expectations.
NiveaEveryone probably thinks of a midnight blue cream jar. The brand name is emblazoned in white lettering on the lid of the round container. However, the well-known brand has been synonymous with more than just hand creams for many years. Other Cosmetic products bear the renowned name. Accordingly, there is now more than one type of packaging for Nivea.
Younger consumers in particular have their own ideas about what packaging should do. Marketing experts „Generation Z“ target group, for example, experts exchanged views at the Dresden Packaging Conference at the end of last year (the packaging journal reported in detail). Above all, packaging should be functional. The speakers emphasised at the time that this is more important to young consumers who are just starting their careers than the chic appearance of the product packaging. In addition, packaging that saves on materials and is recyclable is appreciated.
Visual appeal is not everything
Even a leading global company like Beiersdorf takes into account the changing needs of the next generation of customers. As a result, the appealing appearance of packaging is no longer necessarily the most important factor. „With every single product development, we test the Interaction between product and packaging“, explains a spokesperson for Beiersdorf AG to packaging journal. Above all, the topic Sustainability is playing an increasingly important role: „Our packaging must therefore not only be visually attractive and fulfil individual product-specific safety requirements, but also be convincing in terms of its environmental compatibility.“ The company representative cited „Nivea In-Dusch“ as an example. By redesigning the packaging last year, a total of around 20 tonnes of packaging material was saved for this product range alone.
Nevertheless, design remains an important tool for making Beiersdorf products appealing to young customers. For the antiperspirant product range „Nivea Black & White Invisible Deodorants“, the company co-operated with the Star DJ Robin Schulz and involved him in a campaign. The electronic musician created four versions of the deodorant cans in a limited edition design until September. The whole thing was combined with a prize draw at the point of sale, with tickets for an exclusive Robin Schulz concert up for grabs.
Spherical little brother for Labello
Beiersdorf took an even more comprehensive approach with the well-known lip care brand „Chapstick“ before. The name, design and formulas were adapted. Labello became Labellino. If the name already hints at a reduction in size, the classic lipstick shape has been transformed into - depending on how you look at it - a Spherical or egg-shaped modified. The new packaging is adapted to the shape of the lips and can be easily stored in a handbag thanks to its small size. Finally, new flavours have also been added. Labellinos are available in flavours such as watermelon, pomegranate, raspberry and vanilla cake pop.
„Every time we develop packaging, we focus on the needs of consumers and incorporate current trends. For example, the Packaging design The ‚Labellino‘ is more strongly orientated towards a younger target group - such as ‚Generation Z‘,“ says Beiersdorf. In this case, the focus was also, but not only, on an exceptional target group, „trendy“ shape The Beiersdorf spokeswoman emphasises. The Labellino lip care products „are practical to apply, look cute and younger women and girls in particular like to show off with them,“ she says, describing the product benefits, which were communicated at the beginning of the year with a major social media campaign. The application is particularly practical because Labellino can be applied with just one swipe.
The trend that Beiersdorf used as inspiration for Labellino came from the USA. There, the market leader Eos achieved great success with the target group of young women aged between 25 and 45 with lip care products in egg shape, which are characterised by elaborate Social media campaigns were advertised. Nivea responded by taking up the suggestion from overseas and developing an even better product, according to Beiersdorf boss Stefan Heidenreich in a German business magazine.
Pleasant feel for hand care
Improving functionality was once again at the forefront of the redesign of the Nivea hand care range. At the same time, the pleasant feeling of well-groomed hands should be conveyed as soon as you touch the packaging. With the help of the Hamburg agency Lutz Herrmann Design, Nivea merged the popular bottle and tube packaging types to create the „Tottle“. The creative team deliberately avoided superfluous design elements. The clear shape of the packaging was intended to be reminiscent of a pebble washed round by water. The concept was not only well received by consumers. It won the „Red Dot Design Award“ and the German Packaging Award.
„We used special materials to create a soft, flexible surface and ensure that the cream can be squeezed out easily.“
Regine Werner, Head Packaging Developer at Beiersdorf
Beiersdorf placed particular emphasis on the Haptics the „Tottle“. It was equipped with a soft, flexible surface material. „Our aim was to create packaging that works like a tube and feels pleasant at the same time,“ explains lead packaging developer Regine Werner.
