Metal packaging industry claims environmental benefits alongside luxury

5 Jun 2012

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In the increasingly competitive arena of luxury goods, buy viagra leading brands will seek out ever-more ingenious ways of making their products stand out on the shelf.

Particularly in Europe ? the world?s largest region for the manufacture and consumption of luxury items – the marketplace is crowded, buy meaning that brands need to rely on product quality as well as image to drive sales. Producers of high-quality personal care, confectionery and alcohol items must use every resource at their disposal to visually and tactilely communicate elegance, sophistication and refinement. Foremost amongst these resources is product packaging.

Innovative product packaging maximizes sales potential in two distinct ways. It creates an arresting, magnetic impact on the shelf, encouraging shoppers to pick up and interact with the product. It also can create added value for the consumer in terms of product enjoyment, functionality and convenience. Effective packaging brings short- and long-term benefits.

One of the key benefits demanded by today?s consumers is sustainability. Consumers of luxury items are no longer satisfied only by the look, feel and design of packaging ? they pay just as much heed to the sustainable credentials of their purchases. Indeed, a recent study states that more than four fifths of us worry about the environmental impact of the items we buy. It is clear, therefore, that packaging must be practical and convenient to recycle or re-use, as well as luxurious and tempting.

Metal packaging fulfils both of those roles, with distinctive shaping techniques and alluring decorating technologies able to refine both point-of-sale impact and product use. Furthermore, metal offers an unrivalled recyclability rate in comparison to other materials, and the potential for heightened re-usability.


A touch of class

The use of luxury packaging has, over recent years, expanded to include a far wider breadth of product types. Speciality packaging used to be almost entirely limited to spirits and perfumes, but it is now regularly used for other products such as cosmetics, confectionery items and tobacco. An example that highlights the many uses of luxury packaging is the decorated tin holding a slice of traditional cake used for the wedding of their Royal Highnesses The Duke and Duchess of Cambridge, who were married on 29 April 2011.

With this greater ubiquity comes greater need for differentiation. Premium items, from expertly blended whiskies to perfectly crafted chocolates, deserve packaging that reflects the dedication and investment that goes towards their production. In fact, they absolutely require it. When consumers are treating themselves or their loved ones to something special, they must be drawn in with a look and feel that radiates quality, while accentuating the uniqueness of the product.

Metal packaging is a proven way of achieving this sought-after stand-out effect, and is suitable for a wide range of products over a variety of markets. A recent, recognizable example is the winning rounded tin used for the Cadbury Heritage Biscuit barrel. By working alongside experienced packaging experts, manufacturers can ensure that a luxurious brand message permeates every element of their product.

Crucial to the effectiveness of metal packaging is its flexible yet robust natural qualities. Employing the talents of innovative design teams of metal packaging suppliers, brands can conceive and then trial various packaging shapes and decorations ? drawing on industry expertise to find the optimum combination for their unique product. Experienced packaging partners will help bring the solution to market quickly and efficiently.

These metal solutions can make use of aesthetic and tactile developments like embossing and de-bossing, perforation, soft-touch, marble finishing or even holographic foil technology. The latest decorative techniques used in metal packaging combine the sensual, natural feel of metal with unusual, eye-catching finishes. Using these techniques, the final package can echo the true brand essence ? such as the ?aged? effect used for the award-winning Glenfiddich tins – turning the ordinary into the extraordinary.


Sustainability ? today?s luxury

In today?s environmentally conscious environment, a luxurious brand image must continue to encompass sustainability more and more. Sustainability is now a fundamental part of what consumers perceive to be luxury. The two factors ? luxury and sustainability – have, to some extent, merged.

Of course, consumers do not demand sustainability from luxury items alone ? packaging of everyday items is also expected to be easily and obviously recyclable. That said, two factors in particular draw luxury metal packaging and sustainability more closely together: the fundamental importance of environmentally friendly credentials in creating a high-quality brand image, and the increased potential of luxury containers for re-usability.

As consumers grow more conscious of the sustainability of product packaging, and continue to more closely associate it with product quality, they are increasingly drawn to metal containers. The low carbon footprint of metal is derived from its high recyclability rate, and the potential to recycle the material an infinite number of times without molecular degradation or loss of structural integrity.

Cans are made from steel produced with 56 percent recycled material. Recycling steel saves 72 percent of the energy required to produce steel from virgin materials. Of all packaging materials that enter our homes, metal is both the most commonly recycled ? in Europe, almost three-quarters of metal packaging is recycled – and particularly easy to collect. It can also be lightweighted for added sustainability. Today?s consumers are ever-more conscious of the need to become more sustainable, and thus more likely to let environmental-friendliness influence their purchasing decisions – particularly when shopping for luxury items. For example, the metal tins produced for Nicolas Feuillatte Champagne have a recyclability message printed on the tin to demonstrate the brand?s commitment to sustainable development, and thereby grow consumer loyalty.

Another factor largely unique to sustainable, luxury metal containers is their potential re-use around the home once the product itself has been consumed. They can be used as containers to store other goods, papers and even letters. Not only does this add to product sustainability, it ensures that brand messaging stays with customers even after use.

The metal container for Lambertz? luxury ?Best Selection? biscuit brand had a special crackle varnish over the entire package to lend an eye-catching look and an element of old-world charm to the packaging. The evident quality and sophisticated look of the container, for example, makes it ideal for adding a vintage feel to the kitchen.


Achieving sustainable luxury

Metal packaging together with the various decoration techniques available give luxury brands the twin benefits of dazzling impact and environmentally friendly appeal. It actually enables the two factors to work together ? forming part of a consistent, high-quality brand image.

It has been noted that ?for the next generation, luxury brands that will not take environmental issues into account will lose most of their appeal.? The most astute luxury brands are always on the lookout for a way to set themselves apart on supermarket shelves that are already bulging with choice. With unique design possibilities, metal allows them to communicate both the finest product quality and sustainability at the same time.

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