Packaging Trends in Beauty and Personal Care
Cosmetics is illusion. Efficiency and results involved in the magic of communication and presented in a packaging to make the consumer dream. The pack is the product presentation card. The impact of this on the purchase decision is really high. And the messages that through the package can communicate the brand, fundamental. There are many market data that have been published on this point and that guarantee the importance of packaging. Not surprisingly, 96% of consumers say they are more willing to buy a product if they can touch the packaging at the point of sale.
Cosmetical Look
A cosmeceutical is a product between a cosmetic and an ethicist (a medicine). Products with a higher concentration of assets for better results on the skin. A clean packaging with a scientific image, gives the product a cosmeceutical look, well valued by consumers seeking this more clinical cosmetological concept.
Droppers are a trend. An easy to understand and use presentation, associated with the pharmacy and the security that this channel transmits. A Packaging used more and more by brands and not only in skin care, but also in other categories such as hair, body and / or nails, with cosmeceutical connotations.
The dropper is ideal for products with a high concentration of assets and its precise application drop by drop where the skin needs them. An application also cleans with a totally cosmetological gesture, every day more usual and fashionable.
Performance System
Cosmetic packaging boxes are a valuable communication material with the consumer. An element commonly used to transmit brand values. However, today there is a tendency to use it not only as an image, not only to express the positioning and promises of the product, but also to show its mode of action and how it should be applied.
This trend is called Dermatology-chic and allows the consumer to know how, when and why to use a product and how it will act on the skin It goes without saying that these explanations appear on the packaging in a prominent way and with connotations such as science, research and / or advanced technology.
Enough is Enough
Today we have a lot of information, offers and messages within our reach. We have access to brands, to their promises, to the valuation that other consumers make of them, to compare them with their competitors…. This has many advantages but deep down for the consumer it is harder than ever to know what she wants. Therefore, there is a clear tendency to reduce the number of impacts. And is that the buyer values short and digestible messages. Products with simple packaging, easy to use and presented with a clear image are imposed on beauty.
Gone is the stage of minimalism “less is more”. Now we talk about essentialism, “enough is enough”. A current that focuses on the important, on the clarity of the messages, on the essentials to create a good emotional relationship with the consumer.
There is no doubt that the eyedropper is an intuitive, easy-to-understand container, with clear advantages such as its accuracy in both dosage and dropwise application.
On You Go
The sizes are changing too. Mini-containers and travel formats are all the rage. But today’s trend goes further, it is the “Correct dimensioning.” Formats smaller than standard and larger than the mini. New capabilities that allow products to be portable, not just for a weekend, for days.
Today’s consumer is very busy, has a very active life and values everything that makes her life easier. Women travel often, play sports or go to the gym on a regular basis, they retouch at work when they have an appointment without being able to go home … their time is money, and manufacturers and brands are working to adapt to these new needs. The idea is to offer formats that the user can always carry in her bag and not only reducing the capacity of the product, but also its size. Smaller packaging and waste disposal and reduction of secondary packaging, allow the portability of the product, a new trend that saves money, avoids waste of materials and products and makes life easier for the consumer.
Hyper-Imprint
Playing with special finishes offering customization to brands, always well valued by them, is increasingly common in cosmetics. Innovative and striking finishes to achieve a greater visual impact on the consumer and provoke in him a sensory impulse that invites him to touch the container, thus increasing his desire to buy at the point of sale.
Novel, worked decorations, pleasing to the eye and touch. Finishes that appeal to the senses of the consumer, with emotional content…. an upward trend in cosmetic packaging.
Eco Friendly
Beauty consumers are the most aware of how their purchasing decisions affect the environment The most concerned about the impact everything has on the planet. A reality that directly affects packaging, every day more respectful with the eco-system.
In addition to this ecological awareness, the trend of sustainability is imposed and with it the incorporation of more natural pieces, details in high quality recycled wood and / or plastics, and the reduction of materials. As a result, we bet on the reduction of secondary packaging and the tendency to suppress the informational material by printing the information inside the cardboard boxes.