Marie Redding, Senior Editor04.27.21
Beauty marketers are working with packaging suppliers to use metals and metallic effects in glamorous ways—giving packaging lustrous accents, ornate details, and shimmering reflective surfaces. Metals convey luxury and have an undeniable, eye-catching appeal.
“Metallization and shine effects are associated with luxury,” says Martina Rosetti, marketing director GTO America. “They convey a sense of prestige, capturing the consumer’s attention on shelves and online,” she says.
Metals and metallics range from minimalist modern silver hues to “gilded” components in gold, bronze and rose gold. “We certainly see a continued trend for premiumization and for metal,” says Steve Rusch, vice president of marketing and business development, Anomatic.
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