Priyanshi Bareja
BUSINESS DEVELOPMENT MANAGER OF HELIOS PERFUMES AND COSMETICS
This year, we had the opportunity to work with the Apparel Group, one of the leading global lifestyle retail brands and retail conglomerates, based in the UAE. We were tasked with creating and developing their beauty segment for two brands – RnB and Tyra.The kind of customers that we get, the kind of customers Apparel gets, they’re from very diverse walks of life, so we wanted to create products that did justice to their vision.
For RnB, we had our in-house design studio develop about 350- plus products which had to be on the shelves in under 60 days. The Tyra brand primarily focused on functional beauty, so we had to create a range, again, that focused on the quality of the product and the design. We’re building a brand, so the design is essential. How do we convince the customer to pick up the Tyra brand? How do we convince the customer to pick up the RnB brand?
We had so many products and we had a time constraint too, so we wanted to find a converter who could bring to life these sorts of packaging, these labels, and these different product categories. What was important to us was from a branding stance, the design had to be consistent. There was no compromise. We wanted novel effects on the products. Whether you pick up the body mist, whether you pick up the body lotion, when you pick it up, you see that this is the Tyra brand.
You pick it up, you feel the product, you realise this is something new, this is a premium product. We were looking for a printer converter where we could realise all of this from tubes to labels to cartons, and it had to be commercially viable.
Rama Krishna
MANAGING DIRECTOR, CLASSIC LABELS & PACKAGING
When Helios came up with this concept of having all of the products in a similar fashion, they were looking for a converter who can produce labels for bottles, cartons, gift packs and particularly tubes. Finding someone with all this product experience, especially in terms of manufacturing, was very difficult. The second thing was whatever embellishment they were looking for in labels, they wanted to have the same embellishments across all ranges of products. So, these were the two challenges. Fortunately, we at Classic Labels & Packaging have this particular expertise under one roof. We not only print and convert labels but also do the same on cartons, and now on lamitubes as well. We can provide embellishments such as soft touch and special lamination films and many more effects offering greater emphasis on the brand and product images.
If you see there’s a label and the effects are you have got a gloss varnish, spot gloss varnish, a spot matte varnish, then you have got an embossed effect. There are two substrates which are totally different. We need a technology which can actually print on Lamitube. At the same time, we need to have a technology which can do labels. Then the kind of varnishes that we are looking for is totally different. So, we need an array of products when we can give the same kind of effect on a tube and the label as well.
So, a customer-centric approach is there right now for all the converters wherein package print-converting is changing. The concept is that instead of just seeing the print and taking the product, come feel the product and take the product