Page 8: Universal Packaging
Packaging is particularly important as part of the 'product surround' in the cosmetics industry. The functions it serves include:
- protecting the product which it contains
- acting as a communication tool - conveying messages about the image and ingredients of the product and the manufacturer
- creating brand identity between the numerous components.
Packaging for Artistry products is one element of the marketing mix that is globally standardised.
More than $2.5 million was invested by Amway in high quality pack-aging communicating one theme, designed to position the cosmetics in the high quality premium sector. Different languages and product information ensure that the message is communicated to all targeted markets.