At a well-attended forum overlooking a beautiful Sydney harbour setting (despite the rainy weather), aerosol industry delegates from around the globe gathered to share insights and expertise on what lies ahead for this vibrant packaging sector, and how it will meet the challenge of staying relevant to today's consumer.
To set the scene of today's consumer milieu, keynote speaker Emma Lo Russo, the CEO of Digivizer, spoke about 'The Power of the Thumb', how consumers are using their digital devices as an extension of themselves to talk, share,vote, buy... you name it.
She challenged brand owners to consider how to harness the consumer's digital footprint to their advantage.
Among useful tips she gave, she advised designing brand messaging for mobile first and foremost, to create compelling story experiences with video as a core part of the strategy, and to work with social influencers so that they share their stories supported and inspired by the brand's story.
The most important piece of wisdom she imparted was this: “Measure everything you do through the customer lens of 'why would I care, why would I share'.”
In another compelling presentation, Jo Jackson, Corporate Marketing and Innovation Manager, Colep/ACOA, explored the extensive possibilities for aerosol innovation.
She said the aerosol is finding exciting niches, like dry shampoo, nail varnish, tinted body spray, and spray on skin care, to name a few.
She also highlighted examples of past innovations that came to market that are not typical aerosol technology, such as Heineken's keg can that contains a patented aerosol system, foaming toothpaste using a bag on valve system, and Turbo Tango, a beverage that was delivered in PET, as a spray foam for the teenage market.
Jackson pointed to the success of dual valve dispensing technology, which allows product separation to enable consumers to use highly functional hair dyes for example, or to separate sensitive active ingredients, which are only blended at the point of evacuation.
In her view there is real potential for healthcare product innovations in aerosols and those applications that cater to the needs of an ageing population, because of the consumer convenience and ease of use this packaging format presents.
“Aerosols continue to be a pack of choice,” she said. “They offer heightened sensory appeal, and exciting textures and transformations [in the dispensed product].”
She said that with ongoing development in aerosol functionality, the scope for innovation continues to widen and the industry is constantly working on developments which also reduce the environmental impact. For example, the new EcoValve compressed air propelled aerosol, using a new valve from Salvalco, where the new valve technology overcomes the pressure drop off often seen with compressed air.
After the scene was suitably set by Jackson and Lo Russo, a full day of presentations followed, including subjects as varied as recycling [Gemma Kaczerepa, TerraCycle], compressed gas and bi-compartmental aerosols [Paul Sullivan, DH Industries]; safety and quality [Richard Cooper, Emerson]; legislation [Alain D'Haese, European Aerosol Federation] and how technology advances can enhance the customer relationship [Ben Smith, Engagis].
The day wrapped up with a gala dinner at the Sydney Opera House.
