Manifeste, in collaboration with Partisan du Sens

M: Can you speak a bit on your design process?

P: Rooted in current socio-cultural, technical, technological trends and a thorough process of design thinking, we consider the product as an identity and hedonistic echo to the current and future challenges of luxury brands. The stakes are high—the luxury market encounters profound changes, which require adaptation and anticipation to maintain a competitive edge.

In the context of increased digitization, product packaging and label design must embody more than ever the truth of the brand DNA—its personality, as the product alone triggers the intimate, unbreakable link between the brand and their customer. It’s the guarantee of satisfaction and loyalty. Bain analysts forecast a 75 percent share of e-commerce in luxury purchases by 2025 compared to just 10 percent today.

The future challenge will be offering a self-standing desirable product that is aesthetically pleasing, has high tactility, offers a multi-sensory experience and is capable of delivering a complete experience alone without going through the intermediary of retail. As the experiential expectations of luxury consumers increases, a more experiential product packaging becomes the norm.
 

M: Can you speak on how your values affect your design style?

P: A quest for meaning and expression of values is where we start with our design process. Many of our clients are committed and responsible luxury brands aiming at exemplarity, striving to renew the habits of responsible production through sustainable sourcing and consumption. This ethical dimension is even more strongly expressed by younger generations, searching for an ethical epicurism with no guilt. We see a return to a form of authenticity essentially, and a need for exceptional materials and know-how—a counter-current against the superficiality of the digital world or of false product promises. 

There’s also a strong societal shift toward greater social and environmental responsibility. We loved reflecting that value in our Lancôme Absolue l’Extrait range by reducing the ecological impact of the packaging with a fruitful decrease of 59 percent in material weight and a smart refill system fostering customer loyalty. To face new luxury challenges, Partisan du Sens opened innovation platforms for internal reflections on sustainability, eco-responsibility and eco-design, both for design and supply chain. We are proactive with our clients and are committed to helping them defend an image-driving luxury combining beauty, authenticity and ethics, with renewed emotional responses and high sensoriality. Of course, we also work hand-in-hand with some of our breakthrough industry partners, including Avery Dennison, to drive the luxury industry forward.