Nothing makes us more beautiful than a genuine compliment. With the “You are beautiful” campaign, flaconi is specifically aiming to motivate people and create a new awareness for the reciprocal appreciation of compliments. This is because compliments make us radiate and awaken our inner beauty.
With its unrivalled range of over 850 brands and 55,000 products covering all beauty segments from perfumes, skincare products, make-up, haircare products and natural cosmetics to accessories, flaconi (www.flaconi.de) is one of the leading online shops for beauty products in Germany and is therefore able to reach people with this brand claim. flaconi wants to take advantage of its diverse product range and its personalised offers to re-inspire its customers every single day.
The feeling of beauty and appreciation starts with the initial impression – the packaging. With its exclusive packaging, the specific customer communication of “You are beautiful!” and the high-quality products, flaconi is paying its customers a compliment.
To achieve this THIMM has developed sustainable shipping packaging for flaconi which creates an emotional unpacking experience and communicates directly with the customers. The three-part flaconi packaging consists of an outer box, a flexible tray and a raster insert. The outer box has a brown external cover which is printed in two-colour direct printing and a white internal cover printed in High Quality Post Print (HQPP). The integrated flexible tray made from corrugated cardboard fixes different product sizes in place, is not printed and provides product protection during transportation. The flexible tray has replaced the previous bubble wrap fixing mechanism and has therefore reduced the proportion of external packaging materials used further emphasising the focus on sustainability. The digitally printed paper raster insert and corrugated cardboard compartment fix the height of the products. This means that the packaging provides comprehensive product protection. The raster insert is perfect for using as an advertising space in the packaging. flaconi uses this space for current campaigns, such as announcement of the new flaconi Live Shopping Show, presentation of the flaconi Beauty Advent Calendar or for advertising of new products. Digital printing is perfectly suited for special promotions and seasonal campaigns as no printing plates are needed. This means that short-term changes and requests from the customer can be responded to quickly: Flexibility and speed enable simple customization and high colour quality.
The flaconi packaging itself is very unusual because the many benefits are achieved with one packaging unit, namely specific customer communication targeting, sustainable corrugated cardboard fixing mechanisms, maximum product fixing and high-quality print images. The combination of different print processes is also distinctive because the component parts of the flaconi packaging are considered individually and the optimum print process is selected for each one. This ensures that flaconi packaging units have a new colour brilliance and act as an active brand ambassador.
Read more about the flaconi packaging here.
In THIMM, flaconi has found a partner for the development of high-quality e-commerce packaging with an integrated corrugated cardboard product fixing mechanism and targeted customer communication. The flaconi packaging is an active brand ambassador and in its construction and design reflects the central theme of the company “Find your beauty. Everyday.” Steffen Christ, COO flaconi, on the collaboration with THIMM:
“Our objective was to switch to a packaging solution that provides shatter-proof shipping without any use of bubble wrap. Working together with THIMM we have developed outer packaging that is ideal for conveying our brand messaging, considerably improves our customers’ unpacking experience, and is also made 100% from recycled materials.”
From the consultancy and development phases through to production, THIMM collaborated with and supported flaconi throughout the implementation process.
“Together we succeeded in developing a packaging solution which changes the experience for flaconi customers. Through our consistent single-material strategy we are improving recyclability without having to relinquish an extraordinary unpacking experience or any communication of the brand messaging. A focused communication strategy can always be readjusted through the many different and certified printing processes to become a real experience for our customers.”