22 February 2022
Digital revolution. Packaging.
Two high-impact phrases followed by a huge sector that – when combined – creates a massive industry with lots of options and ever-changing technologies. When endless possibilities with new AI (Automated Intelligence) and VR (Virtual Reality) technology were added, as well as growing consumer criticism; brands found themselves having to make decisions quickly based on what their customers wanted and the market needed. But at a rate and with a quality that has never been seen before. For example, 73% of brand decision-makers now see sustainable packaging as a major opportunity for their brand. and AI spending in beauty is expected to grow to $7.3 billion in 2022.
The packaging you choose for your product is undoubtedly the most important selling point for your business – next to the actual product of course. So how can AI help your brand? At the moment it is being used to help give customers a better and more involved experience. For example in the beauty sector that is through trialing makeup options virtually or going to online NFT events such as the New York Fashion show of designer Maisie Schloss’ collection. The applications big beauty brands are using include:
The growing trend of AI and VR in marketing and sales (both highstreet and e-commerce) means that companies that rely on product sales will be left behind if they don’t at least partially onboard with this new technology . Companies are already seeing an increasing disconnect on social media between their pages and their audiences, as customers move onto the metaverse to interact with products and explore possibilities. The options available for this new media are extensive and always growing, with independents and indie brands making the most of NFT advances to springboard their brands with new audiences. Brands such as Chanel and L’Oreal are adopting AI via AR or VR to help customers personalize their products, trial shades and find new makeup options.
So what does all of this have to do with packaging?
With the use of VR and AR, packaging is taking on a new role as a company’s billboard rather than a transportation device with aesthetic psychological value to the brand. VR is a great example of improved technology enhancing sustainable options – because of VR less physical resources are being used. QR codes that link to a AR experience on packaging use less ink than a huge description of the product or brand; and when making prototypes no real materials need to be used. Check out the Jack Daniels app that allows users to interact with their bottle of Jack Daniels with an immersive experience.
This is the future of packaging, and it’s taking the consumer world by storm. Buyers want to connect with the brand they are buying from, and the best, most cost-effective and engaging way to do this is via AR. So…what will your brand’s AR experience look like?
Will your brand be onboarding with this new technology? Let us know and keep up with changes, news and articles through our social media channels and blog page on our website.