Global Cosmetic Industry (GCI)

11/01/2005

Global Cosmetic Industry (GCI)
Fast and First to Market
Digital workflow software provides the tools to reduce cycle time for artwork and packaging development.

By Bob Scherer


The impact of today’s digital technology on how consumer products packaging is produced goes well beyond skin-deep. With the goal of speed to market forever in the forefront, savvy cosmetics and consumer products manufacturers are changing the way they introduce new products—and, quite literally, how they do business.
Gone are the days when thousands of new or test product packages are printed by conventional means. Digital package printing gives manufacturers the quantity they need—as few as one—when they need it, acting as an insurance policy against having a warehouse full of obsolete products should test marketing prove unsuccessful.
More Than a Pretty Face
One of the first questions brand-driven manufacturers ask when considering a move to digital printing centers is how is the quality of the design once printed on the packaging. In fact, digital printing maintains the design and color integrity of a full-production run piece.
But the real advantage it offers over conventional printing is the ability to build products to meet the needs of customers—as opposed to building products and hoping customers will buy them. With a new product in hand, one that looks and feels like a conventional one, manufacturers can go in to the retailer, get feedback and requests for minor packaging changes, and then show different versions of their product digitally—and all with very quick turn-around.
Web-based artwork and package collaboration software and technologies are also available with advanced digital workflow and early-stage packaging visualization capabilities. This technology takes “going digital” back to the beginning, at the time of package concept.
Applying the “Digital Foundation”
Software service providers offer digital workflow solutions created to manage artwork and packaging for the consumer packaged goods industry. Like digital printers, these providers are focused on delivering speed to market on the creative end. By providing user-friendly collaboration tools that help streamline the project cycle, they turn concepts into actual graphics and then to approved final art.
With this kind of technology in hand, companies can work faster internally and better leverage their partnerships with digital printers by including them earlier in the process and sharing files more effectively when additional changes are required prior to printing.
“Proactive digital printers and market leaders, continually looking to differentiate themselves, are offering this kind of technology as part of a ‘pull strategy’ with their customers,” explained Ron Malloy, VP of business development for Design2Launch, a provider of software services designed to reduce cycle time for artwork and packaging development. Typically, providers market their services directly to graphic artists, production executives, packaging designers at ad agencies, publishers and packaged goods companies. “The collaboration among suppliers is a win-win-win situation, and ultimately the new product manufacturer benefits in getting to market in record time,” Malloy added.
One leading cosmetic manufacturer that collaborated with Design2Launch on design workflow is Estée Lauder, which used the digital workflow software on a project to accelerate its communication and speed its ideas through the creative process.
A Custom Look and a Customer for Life
Yet another advantage of utilizing digital technology is revealed through the recent trend of an ever-increasing demand for personalized products. A cosmetics company’s Web site, for example, can offer personalized foundations and eye shadows designed by and tailored to the customer.
This kind of digital custom packaging challenges manufacturers to change their mindset and the way they do business. The company must, for example, move from making a million of one kind of product to a million individualized products in an effort to develop a closer relationship with each buyer. Exploring digital custom packaging requires long-term sustained growth thinking. In exchange, it enables quicker concept to shelf turnaround times and customization, which may offer the biggest return-on-investment of all—gaining a customer for life. GCI