Consumer trends, brand trends, 2012

 

COOL LUXURY

 

The luxury gets some fresh air and experiments ways according to the new attitude of consumption. These ways are carried by challengers from around the world.

57 % of the Americans assert spending less that in the past and for 38 % this frugality becomes a lifestyle -Gallup Institute. And nevertheless, luxury markets go up again. In 2010, the beauty is + 5 % in the USA.
It is in the management of this contradiction that is going to settle down the new ways of the luxury.

Between the two extremes, ostentatious luxury and ‘less is more’ is situated the still affordable emotional luxury associated with our trend Womanity.

More generally,it is the perceived value of content that must be defended in this period of economic uncertainty. Beyond the emotional benefit for oneself, the lever of desire, strengthen rational content, leverage the purchase of self-justification.

New consumer and marketing trend to inspire your product and brand strategy for 2012.
This trend lies at the convergence of four of the 10 trends not to be missed:
WOMANITY,   PROTECTING, CARING, MESSENGER PACKAGING,

Here are three ways,

 

INCREASE THE LEVEL OF SURPRISE.

Extend and intensify the pleasure time with product returns to increase its perceived value.

The gap

Named Splash, the ice bucket of vodka Belvedere contrasts with this classic hyper statutory kind of object.
Benefit Remove It, make-up remover in bottle of mineral water.
Infusions for the skin by Erborian instead of the usual creams.
With Dizao Organics, a gardening tool drawing, or with Benta Berry, a big words list is a very direct way to express the product action.

Treasure hunting

Consumer interactions may transform the product.

The Vase of Chocolat Factory: the box contains a vase of chocolate, chocolate leaves, seeds to plant, a cotton glove and a book of instructions.
The pin obliquely that it is necessary to make slide to open the chocolate bar of BAB Richart.
The case Veuve Clicquot includes a champagne bucket that folds.

A box of postcards becomes a construction volume with Postcarden when opening.  A beer bottle hides a T-shirt Rock Arsenal. It is necessary to break the bottle!

 

- Get me

2012 will certainly be the year of a reaffirmation of the traditional retail according to our trend review Shop Wax.
The objective is to increase the experience of the consumer, without neglecting to assert the product difference in the E-commerce.

3D effects, the effects of relief and depth of the outer packaging will bring a touch on the touch line and a better visual presence on the computer screen.

Cutsand reliefs of primary packaging:
Tommy Hilfiger’s lively colors seen in-depth through the window.
The amazing enlightened BioBag around an environmental alibi to save matter.
Eight Energies fashion accessories with a motive expressing the spirit of the brand.
Instant Comfort Pocket Box with illustrations and short messages in relief good for the mood.

Interactive special effects:
The consumer activates a reaction of the product in its color and its material:thermo chromic coatings, micro-encapsulated scent releasing itself in the touch.                               

We refer you to our trend Second Skin with in particular liquid crystals messages on the vodka Médéa bottle.

 

ENHANCING THE EMOTIONAL VALUE OF THE PRODUCT

Create this link very personal, intimate with the consumer. Customize by the tastes and smells is still current, giving rise to "collections". But the luxury is moving more on themes supposed to work universally.

 

Ultra feminization

Champagne Moet & Chandon in pink bottle following the Ice Imperial white and gold bottle designed for use "on the rocks" around a pool, now only sold in France in Saint-Tropez!
Communication Schweppes or English gin Bombay Sapphire on Indian magic dream.

 

Colors and intimacy of Womanity

Féria of colors by Kenzo Madly or soft colors of Omum, range of care dedicated « to the future sparkling and positive moms ".
The pink color of fragrance « Parlez-Moi d'Amour » by John Galliano or big matched "couture "flowers of the one of Valentina by Valentino.

The cultural roots

A help to remember you roots and memories, to make you travel with the head and the mood through different cultures.

Actually, there is a strong inspiration Asian and South American.
Escada Taj Sunset takes us to Goa in India.
The illustrations of Mexican wrestlers on the bottles of 1800 Tequila.
Noo Del  by H.M. Backstrom with the face of a geisha integrating chopsticks.
Shanghai Vive care when revisited by a European design studio that has magnified the Chinese references.

The authenticity sublimated

The art of the detail avoids falling in the poorness, the boredom of " less is more ", or of the basic eco packaging.

At the back of the minimalist case design Airborne Hussein Chalayan, a colorful, lively and refined decoration settles the product in its history.
Rudolph Care, a new Dutch brand or Absolution packaging.
The boxes of chocolate using a sophisticated color brand code: let us quote Pierre Hermé, Weiss, Jean-Paul Hévin or Michel Cluzel who closes all his caskets with a waxed cotton lace.

 

ENHANCE THE VALUE IN USE OF THE PRODUCT

When you force the emotion, it is generally prudent to strengthen the basic sound of the product. Why not dramatize the packaging into a service product?

-Reusable packaging

All the cases of the care Naruko are convertible into boxes for various uses. Naruko offers decorations in the back of cases and examples of forms and uses.

Exercise can provide up to the furniture look.
The casket Absolute vodka which opens as a minibar, ice on one side, hot peppers and fruits of the other one.
The box of Kotoli Ruinart contains all the accessories for a ritual of luxury.
The cases of chocolate become supports of tasting, as Zchocolat.

-Packaging demonstrating the result

A trend in beauty market is to try to design the packaging to prove visually the assertions of results.

Vax' in Givenchy or Cellular Power Infusion La Prairie does it with the technicality of their packaging.

Remember the gardening tools of Dizao Organics or the words of Benta.Berry

 

CONCLUSION

The luxury is humanizing, playing, smiling, becomes interactive and generous in surprised and small attentions. It also increases the evidence of its difference, its value and quality.
It reduces the distance that has always participated in its authority and that of its brands.

This is the model followed by the Noma restaurant of Copenhagen, recognized as the best restaurant in the world. No tablecloths, no silverware or arrogant dressed servers. But surely, it is one of the best experiences of a life through 5 hours of tasting, 8 starters, 12 courses and 10 glasses on the table.

This calls into question the whole system of authority of the guides who have imposed unchanged standards for 50 years.

This relaxed, generous …and cooler luxury is certainly the model to be followed and to be democratized in the years to come.

 

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