The future of in-store testing

By Josh Brooks, Event Director, PCD Paris.

COVID-19 has changed many things, one of these is how consumers can test cosmetic and beauty products instore. This challenge was put to a group of bright packaging students.

n-store testers for beauty and cosmetics are crucial to a consumer’s purchasing decision. But the practice, and its beauty packaging innovation Vincent Delavenne, Vice-President packaging formats, are facing community - last year set a of luxury packaging at Coty, which major challenges as the world challenge to a group of packaging sponsored the competition. gears up to emerge from the and beauty business students: to Speaking after the judging day, Covid crisis. reimagine the Delavenne praised the five First, and a future of in-store “innovative” projects that had direct impact beauty testers. been presented. “The brief was of Covid, is The brief was perfectly perfectly respected, and the hygiene. Parts of the market are moving towards, respected, and the solutions presented PCD Paris teamed up with ESEPAC, a solutions presented were of high quality. The very detailed projects revealed both highly technical and demanding, were of high quality. The leading French aspects and interesting marketing touchless very detailed projects packaging concepts that could be retained solutions that allow shoppers to test a revealed both highly technical aspects and engineering school, and the Ecole Supérieure by certain brands looking for new ideas. Our ‘future noses’ and ‘future packagers’ will be excellent product without interesting marketing du Parfum to ambassadors in our industry touching the concepts that could launch the tomorrow,” he comments. same tester as another person. And second is be retained by certain brands looking for new challenge. The fifth-year students – 20 For PCD Paris, which is organised by Easyfairs, the competition is an the increasing ideas. from ESEPAC and important initiative in its mission restrictions 39 from ESP - to drive the future of packaging on single-use worked together development and innovation plastics that are being imposed by in five teams, remotely, over the for the global beauty packaging legislatures across the world. autumn to develop their concepts market. We were incredibly for the future of in-store testing. impressed by the quality of the That’s why PCD – Packaging of The project then culminated in concepts presented. But more Perfume, Cosmetics and Design, an online presentation of the than that, it is very exciting to the world’s leading event for the concepts to a judging panel led by be part of a project like this that

highlights and celebrates the young packaging developers who will shape innovation in the years to come.

The concepts

The scenter

Watch the video here. Inspired by the olfactometer, Le Scenter is a coherent and innovative response to the health crisis. The scent Hub is designed to offer a complete, connected and personalised testing experience, while the Scent Away integrates the Scenter into the urban environment and takes it out of the point of sale - a solution that is adaptable to both perfumery shops and outdoors.

The non-contact perfume

Watch the video here.. Why touch when you can smell? This concept allows the consumer to test the product by passing their hand over a sensor, which will then deliver a spray of the perfume onto the wrist; while displaying the perfume bottle in a case at the front of the device.

Safe touch (right)

Watch the video here. Safe Touch is an innovative way to test any cosmetic product. The hexagonal wooden ‘alveolus’, inspired by honeycomb, houses one of three testing options: a sensor-activated spray for perfume, distribution of test strips, or an option to insert a card to test cosmetics. The packaging is secure by an antibacterial coating.

HERMA, specialists in self-adhesive labelling systems

HERMA Labelling Systems, UK division, design, manufacture and supply a wide range of self-adhesive labelling machines to meet your product labelling requirements.

Contact HERMA for further information:

Tel. +44 1440 763366 Email. sales@herma.co.uk Website: www.herma-labellingmachines.co.uk

Osmobo (above)

Watch the video here. Osmobox is a modular testing system for perfumes. It is a new way to discover fragrances in an independent way, taking into account sanitary constraints. It allows a spray controlled by a contactless movement sensor. The Osmobox can be combined endlessly to create a test structure adaptable to all perfumeries shops. Beadsthoven (below)

Watch the video here. Beadsthoven is designed to help consumers rediscover the emotion related to perfumes through fun and playful in-store ‘organ’ distributors. The concept offers a colourful and sensorial way to distribute testers in small balls made of vegetable gelatine. The concept, inspired by the M&Ms store in London, is a complete reimagining of the perfume and cosmetics retail environment.