Tactile details matter in the beauty industry – as luxury players from Dior, Hermès and Chanel, to Tom Ford and Byredo understand
“Sensory details – texture, weight, sound and colour – are powerful cues consumers use to judge the level of luxury in packaging,” says Julie Bhakta, business development director of Anisha International, a Dubai-based packaging agency. All work together to convince you that the splurge was worthwhile. “But as brands move towards full sustainability, it becomes more challenging to maintain all of these luxury signals without compromise,” Bhakta adds.
Packaging engineers know just how crucial these cues have become, especially in an age of viral trends. “We use experiential details to deepen the user experience, explains Sarah Haffey, co-founder and COO of California-based Alder Packaging. “An audible click when closing a lipstick helps individuals know their packaging is functioning properly. Another great example of sensory details comes from aluminium. The metal has a subtle weight and chill temperature to the touch, [unlike] plastic. We see this kind of sensory packaging going viral on social media.”
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