Packaging company Berlin Packaging Beauty is putting the spotlight on time-to-market and its rapid production of prototypes.
The company’s EMEA headquarters in Gessate, Milan, group together the production phases in one place so clients can see in real-time the customizable solutions on offer in primary and secondary packaging and create a market-ready sample on-site, explains Andrea Ucchino, Design Director Southern Europe at Berlin Packaging EMEA. The integrated process aims to significantly reduce the development time of the design phase, Ucchino adds.
“The idea is for the client to come with an idea and leave with a project that has already been prototyped”, says Vivien Charrey, Managing Director of Berlin Packaging Beauty. “A client who has a meeting with an investor, for example, can develop a product sample in real-time to present to them,” explains Ucchino.
The company revealed how the process works at an event for the media, which it called ‘From Vision to Reality: Inside the Beauty Packaging Journey’ at the Gessate facility last week.
Five-step process
The process at the site comprises five steps. Clients begin in the Innovation Showroom, which offers a range of products to choose from, such as jars, bottles, caps and accessories.
It continues in the Color Room, which focuses on the decorative phase of development, such as colors and finishes.
A prototype of the product can then be produced in the Primary Pack Lab, which is equipped with screen printing and hot-stamping machines.
In the fourth step, the Secondary Pack Lab features a range of papers and materials for customizing the secondary pack, which can be reproduced using advanced prototype technologies.
To complete the experience, the site houses a photo studio for shooting marketing materials.
The company also offers a digital customization service through Berlin Packaging’s sister company, Stocksmetic Packaging. Built as an e-commerce platform for the beauty industry, it offers 1,500 stock references available in small and large quantities, with no minimum orders required, and provides ready-to-use products that can be shipped in three-to-five days, which the company claims significantly reduces delivery times.
Berlin Packaging has been ramping up its presence in Europe and has made over 30 acquisitions in the region since 2016. The goal is to be a leader in the industry, says Charrey. Berlin Packaging EMEA is now present in 16 countries, with more than 1,100 employees across the region.
