Beauty Packaging’s editor Jamie Matusow created and moderated the seminar “Innovative Packaging that Translates Across Global Markets,” and it drew a crowd in the conference area on the first day of Luxe Pack New York.

The three expert speakers described how packaging can be designed to transcend borders – and why it should.

Different Cues Convey Luxury

Dr. Benjamin Punchard, senior global packaging analyst, Mintel, advised the audience to think about where a product will be launching when creating a brand and designing packaging. He spoke about the cues that are used to communicate luxury, and how these differ depending on where a product is sold.

For example, simple equals sophisticated, in the mind of a consumer in North America, according to Punchard. But in China, the opposite is true – packages with patterns and curves are perceived as being sophisticated, and are used by some high-end skin care brands.

Why China Is Important

Sage Brennan, co-founder, China Luxury Advisors, reminded the audience about the huge growth potential of the luxury product market in China. He pointed out that the country represents a new luxury consumer that shouldn’t be ignored.

Chinese customers are now the largest overseas spenders, according to Brennan. They are traveling in much greater numbers now – and when they travel, they shop.

Widro’s 5 Steps

Scott Widro, former executive vice president of operations and supply chain, Gurwitch Products, presented his 5-step approach to ensure your brand will transcend borders and be understood on a global level.

He advised to keep these 5 steps in mind during the package development process:

• Simplicity: Don’t over complicate a package, let the product speak.
• Elegance: A luxury package is truly elegant and timeless.
• Consistency: Stay true to your brand’s DNA. Your visual imagery shouldn’t change no matter where the brand is, around the world, Widro advised. He used Chanel as an example – it is instantly recognized everywhere.
• Convenience: A package should make using the product easier, and an enjoyable experience.
• Iconic Nature: Make your packaging so memorable that one glance tells your brand’s story.