kunshankeruona 昆山柯若钠

       在化妆品包装领域，随着技术水平的提高，包装发展逐渐凸现出个性化的彰显与创新、新技术新工艺的引入与应用、新型环保材料的开发和替代等特色，安全方便的包装将更加受到市场的欢迎。在中国加入WTO以后，全球品牌经营成为了企业国际竞争的重要战略，品牌开发、品牌教育、品牌创新等问题也日益受到国内企业的重视，虽然没有国际品牌丰富的品牌经营经验，也缺少成功品牌运作的管理方法，但中国民族企业依然在不断摸索，在创新中求发展。以化妆品、洗涤用品行业为例，虽然在人们的脑海中还留有白瓷瓶绿铁盖、古色古香、经济实惠的“大友谊”雪花膏的印象，但这一曾在80年代誉满全国、拥有亿万顾客的老品牌，如今也只能凭借日益削减的消费群体来维持其微薄的销量了。对面外来信息的介入、新技术的运用、新产品的出现，以及铺天盖地的包装与宣传，究其目的只有一个——争夺每一个犹豫不决的顾客。在物品极大丰富的今天，不变革、不创新，就要被淘汰。

　　对于新奇的产品来讲，如果采用，那么对顾客产生的影响力就会大大增强。另外新颖的包装可以为一件极普通的产品增添光彩和吸引力。　　在个人护理用品及香水市场中，产品包装已成为零售货架上能迅速锁住消费者目光的重要因素。因为当代的消费者对包装设计已逐渐了解，从大众市场到xx商场，从玻璃瓶到塑料瓶，香水和化妆品营销商越来越注重包装的创新与标新立异。出于对终端消费者注意力的强烈竞争，许多包装供应商认为产品设计变得比以往更重要。个性化的需求驱动着定制生产(针对不同消费者的需求进行个性化生产模式)的不断发展，专利模具风行于业界企业。

　　我国化妆品包装材料的主导方向，一般意义上的“化妆品”实际上包括了护肤品、美容美发用品和香水等几大类。据中国香料香精化妆品工业协会的有关人员介绍，各种眼霜、夜霜、SOD蜜及防晒霜等均可归入护肤品之列，洗发水、护发素、染发水、唇膏、眉笔、指甲油等化妆用品则可归为美容美发用品，而香水总是可以自成一家。化妆品作为一种时尚消费品，它需要优质的包装材料，以提升其身价。目前，几乎各种材质在化妆品包装上均有使用，而玻璃、塑料、金属三种材料是当前主要使用的化妆品包装容器材料，纸盒则常用作化妆品的外包装。“不断研制新材料和新的加工技术，追求新的造型，一直是业内在化妆品包装容器方面的开发重点。”一位长期从事材料包装研究的技术工程师对记者说，“现在，材料的应用范围已不仅仅局限于玻璃瓶、塑料瓶，新材料的应用也已成为化妆品行业推出新产品、完善现有产品的一种方式了。”他介绍说，以大家熟知的P&G(宝洁)为例，其去年推出的“激爽”沐浴品牌的瓶体材质就一改以往的硬塑料质感，而选择了更加人性化的软性硬度塑料包装，“这样，在无形中，就增加了这一款产品的亲和度。”言外之意，“激爽”的成功推出，与其包装材料的选择不无关系。同样，宝洁的另一品牌———“潘婷”，在现有强势品牌的基础上，又在外包装图案和材质改进上下了不少功夫，力求将“老”品牌注入新鲜活力。而这也意味着，时尚、醒目、活力、趣味的外包装设计与新瓶型的采用，将成为日后化妆品厂家决胜终端的手段之一。在护肤品领域，耐用、精美的外包装更是层出不穷。

　　上述业内人士以北方某一化妆品有限公司出品的水晶系列产品为例介绍说，因其膏体制造工艺比较独特———用全自动电脑制膏机械将各种不同功效的精华素制成球状颗粒、丝状花等多种形状，置于哩状透明凝胶中，不但外观上晶莹剔透、时尚美观，而且因其将精华素完整密封，并运用活性金属离子的传导作用，使其比一般膏状的护肤品能更迅速、更有效地恢复皮肤自然活力，xx肌肤问题。因此，设计人员考虑到其膏体的美观性，在外包装瓶体的选择上，就有倾向性地选择了透明度好、可塑性强、手感与玻璃相同且更坚固的有机玻璃材料，再配以质量、光泽度上乘的金、银色瓶盖，希望赋予此水晶系列化妆品华贵、时尚的产品内涵。而随后的事实也证明了他们对包装的选择正确。

　　据悉，这一系列产品一投放市场，便受到了其目标消费群———中青年女性消费者的青睐。保护性、功能性和装饰性一个都不能少“一般来说，化妆品的包装应兼具保护性、功能性和装饰性。根据市场调查，我们预测，这‘三性一体’才是未来化妆品包装的发展方向。”那位专家指出。首先，保鲜装的化妆品会占据相当的市场。为适应顾客需求，企业多选择生产不含防腐剂的产品。因此，企业只得将它们灌装在极小的容器中，以便人们可以一次用完，例如许多品牌的精华素就是采用了这种包装方式。虽说这种化妆品一般价格不菲，很难成为市场的主流产品，但它是未来时尚、奢华生活方式的标志，因此会有稳定的消费群。其次是绿色包装材料的开发设计。目前，已经有越来越多的化妆品企业开始注重环保问题，在化妆品包装材料的选择上也同样会加以考虑———这些材料能否被回收利用?“和产品一样，毫无疑问，绿色、环保的包装材料将是大势所趋。”

　　另一种可能成为主流的是多层塑料复合技术。它能使多层不同种类的塑料复合在一起，一次成塑出来，可以选择任何色彩以及设计出任何形状———只要你有足够的想象力。有了多层成塑技术，塑料包装一方面能xx隔绝光、空气，避免护肤品氧化，另一方面，通过糅合不同种类的物质，在外观上能带给人奇妙的视觉效果和独特的手感，提高了软管的可曲折性。与此同时，真空包装悄然兴起。真空包装可保护含有脂肪、松香油、维他命的护肤品。它具有保护性强、弹力恢复性高等优点。真空包装的另一个重要发展方向是突出功能性，这对于不那么复杂的容器十分重要。尽管如此，多年的包装“当家花旦”———塑料瓶在未来依旧将占据重要地位。重量轻、坚固和容易生产一直是塑料容器的优势。通过化学家和塑料生产商的努力，塑料制品又取得了从前只有玻璃才有的透明特性。而且据专家介绍，新型的塑料瓶还能被染成各种颜色，即使经过抗UV处理，透明感也丝毫不减。

柯若钠工作室 陆裕清 TEL：（86）138 6267 1367 邮箱： ；

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In the field of cosmetic packaging, with its technological level, packing the gradual development of a personalized highlight highlight and innovation, new technology introduction and application of new technology, new environmental protection materials, such as the development and characteristics of alternative, safe and convenient packaging will be more than welcomed by the market. After China's accession to WTO, the global brand management has become an important international competition, business strategy, brand development, brand education, brand innovation has increasingly gained the attention of domestic enterprises, although not an international brand experience, a wealth of brand management, but also a lack of successful brand operations management methods, but the Chinese national enterprises are still trial and error, in the innovation and development. To cosmetics, cleaning products industry as an example, although in people's minds also left white porcelain vase green metal cover, antique, economical "big friendship" vanishing cream impression, but this famed country in 80 years, with hundreds of millions of customer's old brand, and now can only be reduced by virtue of the growing consumer groups to maintain their meager sales of the. Opposite to the involvement of outside information, the use of new technologies, the emergence of new products, as well as overwhelming packaging and publicity, study for one purpose - each one competing hesitant customers. In the article a great wealth of today, no change, no innovation, and should be eliminated.

For the novelty of the product concerned, if we adopt the new packaging, then the influence that the customer will be greatly enhanced. Another innovative packaging can be a very ordinary product to add luster and appeal. In the personal care products and perfume market, product packaging has become the retail shelves, consumers can quickly locked eyes of the important factors. The fact that contemporary consumer packaging design has gradually come to understand, from the mass market to high-end stores, from glass to plastic bottles, perfume and cosmetics marketers increasingly focused on packaging innovation and unconventional. Out of the end consumer attention to the intense competition in many product design, packaging supplier that has become more important than ever. Customized demand-driven production of the custom (for the different needs of consumers personalized mode of production) and the continuous development of the patent mold popular in the market of enterprise.

Cosmetics packaging materials in China leading direction, the general sense of the word "cosmetic" actually includes skin care products, beauty salon supplies and perfume several major categories. According to China Association of Fragrance Flavor and Cosmetic Industry Association, the relevant personnel, all kinds of eye cream, night cream, SOD can be classified as such as honey, and sunscreen out of the skin-care products, shampoo, hair conditioner, hair water, lipstick, eyebrow pencil, nail polish and other cosmetics are grouped into beauty salon supplies, and perfume can always dreams of. Cosmetic products as a lifestyle consumer goods, it needs high-quality packaging materials to enhance their social status. At present, almost all kinds of materials are used in cosmetics packaging, while the glass, plastic, metal three kinds of materials are currently the main materials used in cosmetics packaging containers, cartons are commonly used for cosmetics packaging. "Constantly developing new materials and new processing technologies, the pursuit of a new shape, has been in the cosmetics packaging containers in the industry's development focus." Packaging materials long been engaged in a study of engineers, told reporters, "Now, the scope of application materials has not only limited to glass bottles, plastic bottles, the application of new materials has also become a cosmetics industry to introduce new products, improve existing products a way. "He said to well-known P & G (Procter & Gamble) as an example, its last year's launch of the "Zest" brand bath bottles material change in the past on a hard plastic texture, and the choice of a more user-friendly soft hardness of plastic packaging, "In this way, virtually, on increasing a product of this degree of affinity. "overtones," Zest "and the successful launch, rather than the choice of packaging materials are not unrelated. Similarly, the P & G's other brands --- "Pantene" in the current on the basis of strong brands, but also in the improvement of packaging designs and materials up and down a lot of effort, and strive to be "old" brand fresh impetus. This also means that, fashion, eye-catching, vibrant, interesting packaging design and the introduction of new bottle-type, will be decisive in future cosmetic manufacturers means of the terminal. In the field of skin care products, durable and beautiful packaging is endless.

The trade to the north of a Cosmetics Co., Ltd. Chupin crystal products, for example said that because of their paste manufacturing process rather unique --- a computer system with automatic paste machinery will be the efficacy of a variety of different essence made of spherical particles , filamentous flower and other shapes, placed in a transparent gel-like mile, not only crystal clear appearance, stylish appearance, and its essence will be a complete seal, and the use of active metal ion conduction so than the average cream shaped skin-care products more quickly and more effectively restore the natural vitality of the skin to eliminate skin problems. Therefore, the designers take into account the aesthetics of its paste, in the choice of outer bottle body, there is tendency to choose the transparency is good, plasticity, and feel the same with the glass, plexiglass and more robust material, adding to the quality , superior gloss, gold, silver cap, hoping to give this crystal series of luxury cosmetics, fashion product content. The following have also proved their right to choose the right packaging.

It is learned that one of this series of products on the market, it has been the target consumer groups --- young female consumers of all ages. Protective, functional and decorative Not One Less "Generally speaking, cosmetic packaging should be both protective, functional and decorative. According to market research, we expect that this 'one of three' is the future of cosmetic packaging the direction of development. "the expert said. First of all, fresh install of cosmetics will occupy a considerable market. In order to meet customer needs, companies choose to produce more products without preservatives. Thus, companies had to fill them in small containers, so people can once used up, such as many brand essence is to adopt this packaging. While such an expensive cosmetics in general, it is difficult to become the market mainstream products, but it is the future of fashion, luxury lifestyle brand, so there will be a stable consumer group. Followed by the development of green packaging materials design. At present, a growing number of cosmetics companies begun to focus on environmental issues, in the selection of cosmetics packaging materials will also be taken into consideration --- the use of these materials can be recycled? "And products, there is no doubt, green, environmentally friendly packaging materials will be the general trend. "

Another possibility is that the mainstream multi-layer plastic composite technology. It enables multi-layer composite of different types of plastic together, one into the plastic out, you can choose any color and design of any shape --- as long as you have enough imagination. With the multi-layer into the plastic technology and plastic packaging on the one hand be able to completely cut off from light, air, skin care products to avoid oxidation, on the other hand, through the blend of different types of materials, in appearance who can bring amazing visual effects and a unique feel improve the hose that can be tortuous. At the same time, vacuum-packed quietly rising. Vacuum packaging can protect contain fat, retinol, vitamin skin care products. It has strong protective and elastic recovery of higher benefits. Another significant development in vacuum-packed direction is outstanding functionality, which is not less complicated for the container is very important. Nevertheless, years of packaging "Alone Huadan" --- plastic bottles in the future will still occupy an important position. Light weight, durable and easy to produce plastic containers has been the advantage. Chemists and plastics through the efforts of manufacturers, plastic products has made the past, only the transparent characteristics of glass only. And according to experts, a new type of plastic bottles can be dyed various colors, even after anti-UV treatment, has also been no reduction in clarity.

文字来源：食品商务网