API Foils Re-design Packaging for Orlane Paris Range Be 21

Interpreting The Brief Creating the right design and deciding the appropriate production techniques is crucial to successfully meeting the expectations of the consumer. Printers Allardi was commissioned by Orlane Paris to re-design the packaging for its Be 21 product range and API Foils was introduced at the beginning of the process as a member of the design team.

Orlane Paris is at the forefront of skin care using state of the art dermatological and cosmetic studies to research the causes of ageing. API Foils was approached to help refresh the design of the Be 21 packaging, helping to reflect the brand’s pedigree at the same time as give it a contemporary feel and ensure the packaging conveyed the essence of the product within.

The objective was to create a shelf presence for the product and position the brand name in the minds of the consumer. As a result, the brief looked to create a transparent, holographic effect, which would also allow the product to be seen through the packaging whilst on display and thereby creating a complete product that was both eye catching and dynamic to the consumer.

2) The Right Approach
API Foils was involved with the specification process right from the start, working directly with the designers to offer ideas and advice on how to meet the brief. To provide a high quality and premium positioning for the Be 21 range, API Foils suggestions involved laminating polyester films onto transparent PVC.

The trial process, advocated by API Foils to make the decision process simpler for the client, also helped with the identification of possible errors early on in the specification process and as a result, helped to minimise and off set potential risk.

Once the final design was approved and validation achieved, API Foils continued to support Allardi throughout the production process. API Foils constantly monitored the supply of its holographic foils to ensure that quality issues did not compromise the final outcome, while the team was also on hand to offer advice and information on the overall printing processes.

The Right Results
Orlane selected a packaging design that saw API Foils holographic foil selected in the ‘Pillars of Light’ pattern. This provided an iridescent feel that saw column statue effects projected throughout the packaging and created a subtle, eye-catching image that was not considered too aggressive or brash.

3) Commenting on the project, Olivier Dubly, API France said: “The perfume and cosmetics industry is a highly competitive retail environment where consumer loyalty switches from one brand to another. As a result, perfume houses continue to revitalize established brands to help retain their customers and continue to attract new ones.”

“Today, professionals including designers and brand owners are recognising that highly reflective metallic finishes offer unique characteristics and options that assist in accomplishing many of their objectives. Holographic foils, in particular, have the ability to ensure products can ‘stand out from the crowd’ and position the contents of the packaging as a high quality, premium brand - an effect that is essential in today’s marketplace for driving future sales”.

For further information, please contact:

Dawn Lappin, Communique Public Relations, Waterside, No2 Canal Street, Manchester, M1 3HE. Tel: 0161 242 5112 Fax: 0161 237 7512 E-mail: dawn.lappin@communiquepr.co.uk

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