Packaging

The Power of Touch: How Tactile Printing and Finishing Is Transforming Beauty Packaging

Customer Stories

13/05/26

The new packaging of the Syoss OLEO INTENSE hair colouration produced by MM Packaging

In the beauty industry, packaging has evolved far beyond its traditional role as a protective shell. Today, it is a powerful storytelling tool – capable of engaging multiple senses and shaping how consumers perceive a product before they even open the box. Through advanced tactile printing and finishing techniques, brands can now translate product qualities into a physical, sensory experience.
A striking example of this evolution is the new hair colour packaging developed for Syoss, which sets a new benchmark for how design, materials, and technology can work together to elevate the consumer experience. At the heart of the concept lies the ambition to make the oil-based formula visible and tangible through a bold, sensory packaging design.

Where the Idea Began: Designing the Drop

Every great packaging innovation starts with a strong idea. For the Syoss hair colour range OLEO INTENSE, that idea began with a simple but powerful visual: The drop of oil. The oil-formula is the key differentiator of the product, so the design needed to communicate this benefit instantly and intuitively. The concept was developed and brought to life by baries design, a Düsseldorf packaging design agency, whose brave.bold. creative philosophy shaped the entire visual direction.

Design matters

“Rather than relying solely on traditional graphics, the customer challenged us to find a way how to elevate the appearance of the drop with more finishing effects than the usual gold, embossing or spot lack effects. My team explored how the sensation and appearance of oil could be translated into packaging structure and finishing. The drop became the central design element – symbolizing purity, nourishment, and the transformative quality of the formula. What started as a conceptual visual soon evolved into a tactile storytelling device. The goal was not just to show the oil – but to make consumers feel its presence through light, texture, and dimensional effects. That was the beginning of integrating the TRUSTSEAL® SFX element from KURZ.”

Joana Bauchwitz – CEO baries design GmbH

Making Innovation Visible

Hair colour products are typically associated with vibrant imagery and bold claims on packaging. But Syoss takes a different approach – using structural design, precision printing, and advanced finishing techniques to communicate the product’s unique oil-based formulation in a way that consumers can see and feel.

The key visual is the TRUSTSEAL® SFX element from KURZ, which creates an innovative surface finish. That extraordinary 3D effect is perfectly integrated into the Syoss packaging design. In addition, the customized TRUSTSEAL® SFX creates depth across the packaging surface, mimicking the fluid and luminous quality of the cosmetic oil.

“TRUSTSEAL® SFX – gives visible added value. It stands for breathtaking 3Dl effects, based on the refraction of light, applied by hot stamping as a registered single image design. This uniqueness sharpens brand identity and strengthens the brand’s long-term market positioning. TRUSTSEAL® SFX makes the packaging a real eye-catcher at the point of sale. ”

Michael Brocher · Global Business Development & Innovation Manager LEONHARD KURZ Stiftung & Co. KG

Technology That Works at Scale

While visually impressive, the TRUSTSEAL® SFX solution was also designed with production efficiency in mind. This technology integrates seamlessly into existing production processes, making it scalable for large commercial packaging runs without compromising on quality or efficiency. This balance between creativity and manufacturability is essential for modern packaging innovation. Brands increasingly seek solutions that push visual boundaries while remaining compatible with industrial production environments.

From Concept to Shelf in Just Eight Weeks

The project’s speed and precision highlight the strength of collaboration across the packaging value chain. Produced by MM Packaging with a lead time of just eight weeks, the carton demonstrates exceptional technical execution. The pack features two hot-stamping applications and showcases outstanding print and colour precision. Combined with flawless cutting, creasing, and gluing processes, the final result is a premium folding carton that delivers both aesthetic impact and manufacturing excellence.

Henkel and MM group for Beauty Packaging

“Delivering such a complex design within an eight-week lead time required close coordination across all partners and very precise production planning. The combination of two hotstamping applications, precise printing and flawless cutting and creasing was essential to achieving the final visual and tactile effect.”

Alexandra Alagic · European Key Account Manager MMP

Henkel, KURZ, baries and MM Group joined forces to rethink what hair color packaging can achieve.

When Partnerships Drive Innovation

Behind the striking design by baries lies a powerful example of cross-industry collaboration. Henkel, KURZ, and MM Packaging joined forces to rethink what hair color packaging can achieve. Each partner contributed expertise across different stages of development:

Henkel trusted us with their product vision and provided its brand direction
baries design developed the entire creative concept and the iconic oil drop design using their brave.bold. approach
KURZ delivered cutting-edge finishing technology through TRUSTSEAL® SFX
MM Packaging ensured precise production and flawless execution at scale
MM Board & Paper supplied premium, responsibly sourced carton board

Together, we transformed a creative idea into a tangible packaging innovation.

“With this new Syoss OLEO INTENSE packaging, we wanted to make the oilbased formula visible and tangible for consumers. The idea was to translate the product benefit directly into the packaging design through light, texture and movement for a haptic experience for our consumers. Projects like this show that true innovation happens through collaboration. By combining our brand vision with the design of baries, and the technical expertise of KURZ and MM Packaging, we were able to turn a creative concept into a powerful retail experience.”

Silvia QUATTRINI · Senior Brand Innovation Manager – Syoss Color & Masterbrand / Henkel Consumer Brands

Elevating the Point-of-Sale Experience

In a highly competitive retail environment, packaging must do more than simply attract attention – it must create a memorable brand moment. The Syoss OLEO INTENSE packaging demonstrates how tactile effects, shimmering finishes, and precise craftsmanship can transform a simple carton into a powerful point-of-sale experience. The result is packaging that not only protects the product but also communicates its unique formulation through light, texture, and movement.

The Future of Sensory Packaging

As beauty brands continue to explore new ways to connect with consumers, tactile printing and advanced finishing will play an increasingly important role. By combining creative design with technical innovation and strong partnerships, brands can create packaging that truly stands out – captivating shoppers and elevating the brand experience. The Syoss OLEO INTENSE packaging is more than a packaging upgrade. It is a demonstration of how collaboration, material innovation, and craftsmanship can turn vision into impact – and how the power of touch can redefine the future of beauty packaging.

Packaging