A good impression

COSSMA: Why is individual packaging so important for a brand?

Maurizio Ficcadenti: Individual packaging reflects the exclusivity of a brand. It is the expression of a balance between creativity and functionality. It is the result of a detailed design process which makes it to stand out through a unique shape, type, capacity and size. Individual packaging plays a key role in defining a brand’s image, and aims not only to make a product attractive and exclusive but also functional and able to communicate its personality and identity.

What does the packaging decoration say about a brand?

The decoration of a packaging expresses the brand’s individuality and fully reflects the company and its values. It is the decoration that completes the look and conveys the brand message, telling a story about the product contained. Packaging is an essential element of marketing strategy, it extends the product life cycle of existing brands, increases the success rate for new products and uplifts the brand to a new level with the consumers. Packaging sets the first impression and it is the first exposure that the consumer has with the brand and product. This creates a tangible and emotional connection between the brand and the final consumer, enhancing the user experience. Therefore, the right packaging can evoke comfort, connection, familiarity and consistency.

What decoration options are there? What does it all include?

Everything between glossy to matte, opaque to degradé and metallic, to the most varied shades of colours; there are countless decoration options to personalize packaging in all levels of detail with unique designs. First on the list, varnishing, with its great versability ranging from glossy to opaque and from full colour to degradé. Then, metallization, shiny or matte, which never goes out of style, gold and silver brightness creating an elegant and refined effect synonymous with prestige and high quality. Alternatively, a delicate satin effect is the result of frosting, a simple but timeless treatment. Baralan fully expresses its own and its customers’ creative spirit through an extensive variety of decorations that are carried out within the companies of the group. Baralan’s value is not limited to colours or finishes; the surfaces of the products can also be enriched thanks to sophisticated techniques, such as silk screening and hot stamping, adding logos logos or texts, transforming it into a finished packaging, ready to contain and protect the cosmetic formula for skincare, make-up or fragrance.

Which decoration trends have prevailed in recent years?

In recent years, the cosmetic packaging industry is increasingly focused on creating a packaging which has a strong personalization in every detail, that is oriented to simplicity and minimalism with the smallest impact possible on the environment.The go-to bright and bold graphics have given way to softer and more natural colours and patterns, such as the use of clean black and white and to the choice of transparency, which gives authenticity and trustworthiness to the product. 

Where does your advisory service or support in developing the right decoration begin?

In 1962, Baralan began to devot itself with intuition, courage and creativity, to its dream of creating high quality products, offering a 360° customer service and support in the cosmetic packaging industry, transferring the essence of the beauty of perfumes, creams, make up, and everything we use daily for our

well-being, into the containers that fill our homes and our bags. With a dedicated team of engineers and designers, Baralan supports brands in creating, designing, manufacturing and customizing glass and plastic containers, with related accessories and personalized treatments and decorations.

How does this process work? How long can it take to develop the perfect decoration?

It is a long process to develop the perfect decoration based on continuous investments in research and development and quality, so it is really important to listen carefully to the clients’ requests and establish a personalized and long lasting relationship. Baralan actively collaborates with companies within the Group which are specialized in decoration, molding, acid-etching, varnishing, satin finishing, screen printing, hot stamping, with the use of vitrified enamels and precious metals such as gold or platinum, also in relief, on transparent and metallic surfaces, using a wide range of colours. The internal departments of R&D, Quality, Marketing and IT represent the central resources of the company and they devote themselves daily to defining new ideas, styles and processes. The aim is to always guarantee the creation of a superior added value, both in terms of products and services offered, providing to its customers a complete experience tailored to their needs.

What are the trends for the coming years? What do they look like?

Certainly, in the primary packaging sector, new and unexpected trends are constantly created. However, the most ambitious trend remains to aim for simplicity by creating attractive and functional products, which can be enriched and personalized with treatments and decorations. Simplicity and functionality with a personalized touch is what customers expect from packaging and this is what brands try to achieve when designing a new package. It is important to keep pace with the emerging market’s requests and for this reason Baralan develops packaging considering every detail and continue to invest in know-how to create products with an essential aesthetic and a marked functionality that become “must-have” trends through a sophisticated customization of finishes.