In the dynamic world of beauty and personal care, 2024 marks a significant shift towards products that not only enhance personal well-being but also align with global sustainability goals. According to Mintel’s recent Global Beauty and Personal Care Trends Report, consumers are increasingly drawn to minimalist packaging that reflects transparency, quality, and eco-consciousness.
Sophisticated simplicity is one trend that stands out in 2024 as customers demand functional, high-quality products with packaging that reflects brand values, transparently lists ingredients, and prioritises sustainable practices.
In South Africa, there is a notable trend towards more economical beauty products with the demand for high-end cosmetics slowing down. Grant Watson of Rotolabel observes a change in consumer preferences amidst challenging economic climates, highlighting a strategic pivot in product offerings and market strategies.
“When times are tough, consumers may either opt to downgrade their purchases or reduce product usage, posing potential risks to category growth,” he explains.
To drive innovation, the role of the brand manager has become more important than ever, emphasising the need for labels that aren’t only aesthetically pleasing but also environmentally friendly. Labels are also crucial to secure beauty products and combat counterfeiting – a significant concern in the industry.
Advanced labelling solutions for beauty products
Rotolabel is committed to excellence and customer satisfaction. The self-adhesive label supplier, based in Cape Town, not only sells labels, but also a holistic package tailored to each customer’s needs. Product identification and creating labels designed for printing are core areas of the business.
“The quality of a label depends on the skill level of a machine operator,” Watson explains, adding that Rotolabel has highly trained machine operators and is best positioned to offer prudent advice and recommendations to customers in the label space.
While Rotolabel’s latest-generation digital presses produce superior quality labels at affordable prices and are especially suitable for lower volumes, its real strength lies in flexo.
“Digital presses might have levelled the playing field, but flexo still possess the artisanal quality needed for bespoke and detailed label printing,” he comments.
The company’s printing resources are complemented by state-of-the-art finishing with hot and cold foiling, silk screen, high-build, varnishing and laminating capabilities. While elaborative embellishments like foiling in label finishing have been synonymous with premium beauty and cosmetic products for some time, the category is expected to move away from foiling in the future. Watson explains this is mainly due to government initiatives to discourage foil in paper labels.
“Rotolabel’s extensive repertoire of label finishing options extends beyond foiling to include embossing and debossing, silk screening and personalisation,” he adds. “This diversity of finishing techniques caters to the varying needs and preferences of the cosmetics industry, allowing for differentiation and customisation in a competitive market landscape.”
With a variety of label substrates that can be tailored to different applications, Rotolabel helps customers ensure their brands are compatible and their products durable enough to be used in diverse environments.
Equipped to meet rigorous industry standards
Quality assurance and traceability are also of paramount importance in the cosmetics industry. As a label converter, Rotolabel is distinguished by its robust infrastructure and steadfast commitment to quality. The company has implemented 100% quality inspection systems to ensure meticulous attention to detail, and its certifications attest to the team’s adherence to rigorous quality control measures, facilitating complete traceability.
“Quality and traceability are crucial requirements, particularly among multinational brands,” says Watson.
The label converter’s project-centric approach effectively meets customers’ diverse needs while its extensive printing capabilities, the expertise of its skilled and experienced account managers and its state-of-the-art infrastructure, enable Rotolabel to consistently deliver premium-quality labels.
Ultimately, the company’s value lies in its ability to serve as a strategic and collaborative partner, which enhances a product’s shelf presence and maximises a brand’s impact. It’s the label that captures consumers’ attention and communicates brand identity, making it a pivotal component of product presentation and marketing strategy.
