Five years ago, the Marchesini Group decided to create and enhance the Beauty division, and Spain became a pilot for the group’s new business venture. Since then, the company has consolidated its position in a highly competitive sector that requires constant capacity for innovation so as to adapt to the new needs of the market and increasingly demanding consumers. On the occasion of its upcoming participation in Hispack, Alejandro Hervás, the director of the Beauty division, explains some of the keys that have contributed to the new division and tells us why, by extension, the Marchesini Group remains one of the best known and most highly rated companies in the packaging industry.
What’s your assessment of the beginnings and these five years of operations in the market with the Beauty division?
The assessment is highly positive, and it couldn’t be otherwise, as we’ve generated trust in the cosmetics sector that’s brought us exponential growth. Marchesini has always been a company with renowned prestige in the packaging sector with a greater focus on pharma, but, with the incorporation of Axomatic, V2, Vibrotech and Rejves into the group, we’re now the most competitive company in technical and economic terms when it comes to providing solutions for the production needs of any cosmetic company. This growth has also meant that we’ve expanded commercially and in after-sales, providing our division with qualified technicians spread around the country.
What challenges have you faced during the launch of this new division?
The greatest challenge has involved adapting to the needs of the sector. The market is offering more and more products with smaller outputs. Consumers no longer use a single product, they change and try different ones. This is why we provide solutions with quick format changes that are easily adaptable to the market and marketing needs.
The greatest challenge has involved adapting to the needs of the sector. The market is offering more and more products with smaller outputs. Consumers no longer use a single product, they change and try different ones. This is why we provide solutions with quick format changes that are easily adaptable to the market and marketing needs.
In this respect, the R&D department must have been a key player. Do you have your own R&D in Spain?
R&D has always been a point of reference at Marchesini. The market is constantly changing and we have to be attentive to the needs of our customers, and if we can stay ahead of them, so much the better. Each project is a challenge, it’s rare to come across two that are the same. If you want to be a leader in a sector like ours, you need to have R&D in keeping with a market that changes from one day to the next. Bearing in mind everything related to the environmental impact is critical, and this will improve our carbon footprint in terms of efficiency and sustainability.
What solutions do you offer to your customers in the beauty sector?
We have solutions for every kind of cosmetic customer. From large multinationals, with comprehensive high-speed lines, to small laboratories that require semi-automatic equipment. To meet the needs of a cosmetics company we have solutions for emulsifiers, fillers, labellers, cartoners, overwrappers, case packers, and palletisers. And, within each of the families, there exist different speed, automation and customisation options. In short, we’re one of the few companies in the sector that can offer turnkey solutions for an entire production requirement.
What kind of customers do you work with?
As I mentioned earlier, we can work with large multinationals, with comprehensive high-speed line requirements, and small laboratories. We like to work hand in hand with companies, expanding together with those that support us from the outset, and become a partner in the growth process. We have some great stories to tell and it’s wonderful to see how some of our customer friends are now leaders. Seeing that journey and having completed it together is a reward for everyone’s efforts.
Can you see any differences with respect to the pharma sector, the other large division of the Marchesini Group?
Lots. In cosmetics, the product, just like in pharma, is the cornerstone, but we can’t lose sight of aesthetics in the cosmetics sector. It’s not just about the product being good, it has to look good too. Products are becoming more and more eye-catching and compliant with sustainability criteria, so it’s really important for there to be good communication between the marketing and production departments. Guiding and advising the customer on how to develop a product for efficient and coherent production with no effect on the cost requires good communication and work on both sides. We can advise and guide them with the experience we have.
Do you think it’s possible to combine good design in terms of aesthetics with efficient design with regard to sustainability?
This is the current battle within the sector. Companies are looking for ways of working with environment-friendly products without affecting their products or their aesthetics. For example, we’re seeing more and more sustainable packaging and products without chemicals that harm the environment. The market itself is obliging products to move towards sustainability, and customers prefer to buy products that meet these characteristics rather than others that are cheaper.
Will you be presenting anything new at Hispack?
The pandemic has delayed trade fairs such as Hispack and we have lots of new products to showcase. Axomatic and V2 joined the group a few years ago, and now it’s the turn of Vibrotech and Rejves. We have such a long list of machines that it’s impossible to present all the new products, but we’ll display a very special and characteristic sample to give the public an idea of the dedication, endeavour and engineering behind the company. We look forward to seeing you!
Cristina Benavides, Hispack partner
