​​​Graphic chain digitalization: How Cosmetic Players Can Remain Competitive

It refers to the series of steps and processes involved in creating and producing digital assets such as packaging, packshots and POS (point of sale) marketing. This can include the initial concept and research, the development of the design, the creation of mock-ups and prototypes, the final production of the design, and the delivery of the final product. It involves a variety of different roles and professionals, such as graphic designers, art directors, copywriters, illustrators, photographers, prepress technicians, and printers. 

Facing market changes and local regulatory evolutions, companies need to adapt quickly in terms of Graphic Chain management. Its digitalization has become a strategic enabler for brands to improve performance, especially for the following reasons:  

• Efficiency and time to market improvement: Digitalization allows faster and more efficient communication and collaboration between different members of the design team, as well as with the client. This can help to speed up the design process and to reduce the time and resources required to produce marketing materials. Based on previous client projects, we estimated that the average TTM (time to market) can be decreased by 25%. 

• Flexibility: Digitalization allows for greater flexibility in the design process, as designs can be easily edited and updated. This can help to quickly respond to changes in market conditions or to client feedback.  

• Cost savings: Digitalization can help to reduce costs associated with traditional printing and production methods, such as printing plates or film negatives. This can help to keep costs down and to allocate more resources to other areas of the business. Based on previous client projects, we estimated that the cost allocated to a Graphic Chain can be decreased, on average, by 10%. 

• Real-time tracking: Digitalization enables the possibility of real-time tracking of the design process, this can help to identify issues and to adjust as necessary, which can ultimately help to ensure that the final product is of high quality.  

• Environmental impact: Digitalization can help to reduce the environmental impact of the design process, as it lessens the need for paper and other materials, as well as the energy required for printing.  

To ensure a successful and sustainable transformation of the Graphic Chain, companies should focus on six key success factors:

• Assess processes, pain points, business needs and digital maturity & align on a common vision of Graphic Chain tool.  

• Arbitrate & prioritize needs and expectations (pre-requisites, nice-to-haves, must-haves for functional and technical specifications) and design an interfacing strategy with the existing digital ecosystem.  

• Build the Graphic Chain governance team, RACI matrix and change management approach (resources, training).  

• Onboard all stakeholders (internal & external) who directly or indirectly work on packaging development (marketing, regulatory, agencies, plants printers…) from early stages to secure validation process and improve packaging development.  

• Define the proper KPI and metrics to monitor the impact of tool implementation (time-to-market, translation lead time, etc).  

• Identify the must-have solution features to select the perfect solution provider and build a healthy and long-term partnership. 

Some key innovations in this area include:

• Cloud-based collaboration: Digital tools and platforms that allow designers, marketers, and other stakeholders to work together in real-time, regardless of their location, and to access the latest versions of files and designs from any device.  

• Automated workflows: Software that automates repetitive tasks and streamlines the design process, such as image manipulation, color correction, and file preparation.  

• Virtual and Augmented Reality: VR and AR technology allows designers to view and interact with packaging designs in a virtual environment, helping them to identify potential issues and make design adjustments quickly and easily.  

• 3D Modeling and Rendering: 3D modeling and rendering software enables designers to create detailed 3D models of packaging designs and to see how they will look in different lighting conditions and from different angles. 

• Artificial Intelligence: AI-based software such as image recognition and natural language processing can be used to analyze consumer data and help predict the success of packaging designs.  

• Digital Printing: Digital printing allows for more cost-effective, efficient and versatile printing options for packaging designs. 

Some of our clients realized the urgency of this digital transformation and have already completed it. The question is now: what are you waiting for? 

* Based on Sia Partners studies and credentials