Hong Kong — Let's talk about beauty bloggers, shall we?
It may seem a strange topic for the plastics supply chain, but bloggers, those social media arbiters of taste, were on the minds of many manufacturers at the recent Cosmopack show in Hong Kong.
"The huge trend now are these bloggers and anything that's Instagrammable," said Simi Granda, senior director of new business development at New York-based Presto Packaging Solutions LLC.
"Bloggers are very influential now," said Damien Dossin, president of HCP Packaging USA Inc., a unit of Shanghai-based injection molder HCP Packaging Co. Ltd.
Interviews at the annual show — Asia's biggest dedicated to the cosmetics supply chain — revealed a surprisingly turbulent industry that's buffeted by the demands of rapid-fire social networks, cost-cutting and, increasingly, multicontinent launches.
Outside the ubiquitous Kardashians, beauty bloggers may be as mysterious to manufacturing as the far side of the moon, but their pull is enormous, Granda said.
"They can have 1 million or 5 million followers, and they want to launch a lip gloss. Before you know it, you're doing a million pieces of this lip gloss. Which is amazing," Granda said.
In the lingo of Silicon Valley, bloggers are "disruptive." In the less high-flown language of the shop floor, you'd better be able to manufacture and deliver a lot of product very quickly.
Increasingly, the packaging firms in cosmetics are also globalizing: China's Yuxing Plastic Packaging Co. Ltd., for example, opened Presto Packaging Solutions two years ago.
"We're trying to grow our U.S. market share by understanding American trends," Granda said.