As the mid point in 2009 approaches, all businesses continue to study their sales figures to determine the full impact of the current credit crunch crisis.
As a packaging supplier, HCP have truly had an insight on how our valued customers and supply partners are dealing with this challenging year.
We are strongly reminded, that innovation is king! There is clearly a heightened need to create products that provide a unique selling point, which with sophisticated marketing and eye catching design, can offer the consumer something unique and different, especially in these difficult times! This is no time to sit back and wait for things to happen! In fact, HCP has relished this challenge, even though we recognise that this will be a tough year and that profitability will only be achieved through continued hard work, innovation and manufacturing excellence. The current economic climate has created an exciting opportunity for HCP to work even closer with our valued customers to come up with some truly unique concepts and packaging ideas, at affordable costs. Dare we say it – we have had fun this year!
HCP has been proud to have been closely involved with a number of unique industry product launches this year, L’Oreal’s Lash Stiletto and the Belvada Mascara to name just a couple!
Fortunately, the intrinsic link between innovation and success has not only been exploited by the large, multi-national cosmetic companies - HCP have been able to celebrate success with a number of regional customers and brands!
One such success stories is that of Primark, the UK budget brand cult clothing chain, who has seen overall profits rise 22% in the six months to March.
A factor of the credit crunch in the UK is that whilst consumers are clearly looking to cut back on ‘mainstream’ consumable goods - buying only essential or ‘value’ items, they are still prepared to indulge in beauty products, that are seen as ‘affordable treats’, especially if these products are positioned in a price sensitive manner.
In May 2009, Primark realised the immediate potential of this market opportunity and launched it’s first own label make up range into a range of it’s UK and Ireland high street stores
Called ‘Beautiful Colour Cosmetics’, the Primark range offers budget conscious female consumers a cost effective solution for stylish, innovative and high quality products, presented in attractive and unique packaging at affordable prices
The Primark range was developed with beauty and personal care specialist Swallowfield. HCP worked very closely with Swallowfield to create a new and innovative compact for the ‘Blend & Stretch’ eyeshadow. Using HCP’s new ‘Fusion Extend ‘compact, Primark and Swallowfield were able to create a truly stunning product design. The slim ‘Fusion’ compact was transformed into a “funky” container with a bright pink lid with mirror and three color graphics and a black base. The base features two internal recesses, one to hold an eyeshadow product and the other to hold a bright pink applicator.
This is such a great example of a customer identifying an opportunity in a negative market and then collaborating with a pro-active and innovative sub contract product supplier (Swallowfield) and a creative and cost effective packaging supplier (HCP) to stimulate a new product using a stock pack to transforming it into something completely new, innovative and cost effective.!