Showcases innovation possibilities in labels and packaging with HP Inc.’s digital printing technology
On the Day 1 of Pamex 2015, HP organized a dedicated knowledge session for cosmetics brand owners and agencies to educate them on the immense possibilities in labels and packaging with HP Inc.’s digital printing technology. The session was attended by around 18 brand managers including those from leading cosmetic brands like CavinKare, Lakme, Marico and Avon amongst others.
“Cosmetic brand managers and agencies are exploring new and creative labels and packaging mediums to reach their end consumers and address key priorities like increasing the response time from the customers, reducing the inventories, fuelling on demand deliveries and promotion capabilities, experimenting with mass customization and short run capabilities amongst others,” said Mr. Appadurai A, Country Manager, Indigo & Inkjet Solutions, GSB, HP Inc. India. “HP’s Indigo digital printing technology is the right answer to all their needs. We are transforming the packaging industry with our passionate customers who are coming out with the most creative ideas that helps the brands immensely.”
Mr. Appadurai A. presided the session and made a presentation detailing the evolving challenges with the brand managers especially with respect to customer engagement and sales and how can innovative and well thought through packaging can help them boost the sales significantly.
Key highlights of the presentation
- -The utmost critical role of innovative packaging and how it is the ‘First moment of truth’ and a make or break opportunity for brand managers. While package must be able to entice the customer and hold the attention; it must also be able to connect with consumer’s aspirations, trust, beliefs and product benefits.
- -Key wishes of the brand owners with their packaging – Better speed of response from the customers, Reduction in inventories, On demand deliveries, promotion capabilities, mass customization and short run capabilities.
- -Highly successful mass customization project of Coca-Cola in Israel with the help of HP Indigo technology. How design-driven variable printing helped Coca-Cola create two million Coca-Cola bottle with unique pattern using HP SmartStream Mosaic. Project result – A spike in sales for Coca Cola.
- -How Marks & Spencer uses customer data to create targeted promotions in their labels & packaging and drive customer loyalty with high quality digital print.
- -How Estee Lauder’s grassroot adopted seasonal packaging changes which resulted in reduced stocks and waste.
- -How L’Oreal targeted a specific population – kids genre; with its Digital printing, using theme based – cars, kids movie characters etc; on its product (including shampoos) packaging.
- -How personalized labels and packaging is reaching customer’s bedrooms – with Durex’s innovative campaign in China
- -How a label innovation (Innovative wood veneer labels) helped Jim Beam build customer connect with its distinctive aging process
The presentation ended with the Mr. Appadurai A. detailing few technical aspects of the HP Indigo digital printing technology and interacting and answering the specific customer questions.
Real-world cosmetic labels and packaging application stations
HP with its Indigo printing technology is well positioned to address the emerging needs and challenges of the specialized segment customers like cosmetics and FMCG. To acquaint the brand owners and agencies better, HP showcased cosmetic themed application stations, allowing visitors to experience first-hand, the various possibilities with HP’s Indigo digital printing technology.
HP Inc. also showcased its flagship Indigo 10000 and the HP Indigo 7800 Digital Presses which are compatible with HP SmartStream Designer which lets customers create sophisticated, custom jobs through a simple, affordable variable data tool optimized for HP Indigo presses and based on industry-standard tools. HP SmartStream Designer also features HP SmartStream Mosaic enabling automatic creation of millions of designs based on core patterns.
As the printing market evolves, visitors will also see how they can use digital printing technology to enter growing markets and address the growing needs for short run and variable data printing.