Packaging trends analysis : the importance of packaging in brands strategy and their sensorial universe.  

Packaging has departed from its original functions of protecting and identifying the product content. 

No longer a « box » in customers’ eyes, packaging has gained the sensitive and priviledged position of marketing tool, and is now considered as central to the strategy. 

Indeed, it became patent in many innovative strategies deployed recently, that packaging has a role in conveying the brand’s message and identifiers. 

Furthermore, marketers and product designers see it as a true complement to the very product, through the « experience » that it can offer to customers’ senses, be by the mean of a real sensorial experience (fragrance, visual, touch), or through more psychologic influence through suggestion and imagination. 

Customers do not buy anymore « what is inside » only, but more than that, an experience which goes beyond the purchasing act...