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IT’S A WRAP FOR PLASTIC
The luxury industry has traditionally branded itself through expensive, disposable packaging, but eco consumer values are driving change. It’s time to think outside the box, says SIAN SUTHERLAND
Photography by ELIZABETH HOFF
n 2007 BBC2’s Horizon programme sparked a shopping frenzy after it put No 7 Protect & Perfect beauty serum to the test. The results were a resounding vote in the product’s favour. It was proven to rejuvenate skin and beat wrinkles at a fraction of the cost of higher-end skincare products, causing countless shoppers to swap out their luxury favourites for a Boots-owned gem. The demand was such that the serum sold out online the night the programme aired, and in-store supplies were gone in a matter of days. Production grew from 10,000 bottles manufactured in the months preceding the Horizon feature to 24,000 bottles each day afterwards. The response proved that true selling power lies in the product itself, not the brand it sits under. And this is a key lesson for luxury brands to learn. For years luxury labels have made sales through aspiration. Their advertising and packaging cultivate an identity for shoppers to strive for, with products that have an iconic look and feel. Product boxes are weightier, more attractively detailed and highly finished than those of budget brands, aiming to give consumers a seductive unwrapping experience. The result is an entirely warped value placed on what the product comes packaged in, sometimes even outweighing the value of the product itself. For decades, Tiffany blue and Hermès orange boxes have taken pride of place on dressing tables around the world, while the jewellery and accessories they contain are swapped out for new-season favourites. Empty Rolex boxes have been known to sell for as much as £160, and Louis Vuitton-branded carrier bags for £69. Luxury packaging has historically been used as a statement of buying power, with willing 22 | COUNTRYANDTOWNHOUSE.CO.UK/GBBZERO
