Albéa links customization, digitalization and agility

V.G.

18 October 2016

Once again, the Albéa Group seized the opportunity of the Luxe Pack Monaco trade show to display a series of innovations from its different areas of business: applicators, rigid packaging, tubes, pumps ... This year, the group also put the spotlight on its digital transformation. A key issue in the context of a fast moving cosmetic market.

"The entire market is accelerating while losing visibility. In such a context, agility is the key word, together with the ability to react quickly, even more quickly than it was previously required," said Cecile Tuil, Vice President Communication.

In the fast-moving cosmetic market, digital is changing the rules of the game and Albéa is supporting its customers in this transformation by implementing digital collaboration between its teams and experts networks; automating its manufacturing sites and processes; deploying easier, safer and more ergonomic information systems; reinforcing its web and social media presence; and by developing connectivity of its packaging.

Three new digital platforms

At Luxe Pack Monaco 2016, Albéa introduced its three exclusive new digital platforms:

– The Albéa Virtual Makeup allows showcasing the pack and its makeup effect live on the face. This digital experience is the result of a partnership with Perfect Corp, the founder of YouCam Makeup, the #1 digital beauty app in the world. Using augmented reality technology, its functionalities allow a smart device to detect real forms of the human face.

– The Albéa Connect app provides the group’s sales teams with an instant visual recognition system, allowing their smartphone to recognize Albéa packaging and all useful information in a few seconds. “While holding the pack in your hands, you can explore all the product’s features and value proposition in an instant wherever you are - at the office, in a meeting or at a trade show. It’s a new dynamic and efficient way to access information at all times,” explains the group.

– Albéa Mix & Match, a digital platform that allows to virtually create custom-made packaging solutions from Albéa’s standard offer. As a first step, the launch of this new platform only concerns the group’s Tube Europe activity. It is therefore possible to imagine and recreate a custom-made tube combining three of Albéa expertise in real-time: the tube structures (round, oval, plastic, laminate or Purefoil), an applicator (airless pumps, cannulas, caps) and decoration capabilities by playing with different colours, shades and effects thanks to a rich palette of options. Albéa Mix&Match will evolve in the coming months, with the integration of the North America Tubes offer and Dispensing Systems. The platform is accessible online, here.