3 trends in cosmetic packaging design
Cosmetic packaging is currently one of the healthier categories within the packaging sector, showing steady growth results since 2015 and also planned to maintain this upwards dynamic throughout the next few years. As per marketresearchfuture.com, the global Cosmetic Packaging Market size is indeed expected to reach USD 35.6 billion at a CAGR of 5.2% by 2022, a trend going hand in hand with the increased demand for luxury and beauty products.
In order to fully capitalize on this bright future, it will be of the utmost importance for all industry players to fully understand the newest trends dictating this market. From all reports and surveys available, we have handpicked three main trending axis to follow:
- Eco-responsible packaging
The changing lifestyle consciousness and rising consumer preference for eco-friendly products are increasing, in particular within the beauty sector where the outside shell of a product must now at all cost reflect the core intention of reaching a sustainable beauty.
From that standpoint, beauty and personal care brands keep favoring recycling packaging options, moving towards green materials as consumers become more demanding in terms of sustainability. A clear example of this is Burt’s Bees Lipstick, launched in July 2016, with a squared lipstick packaging boasting a distinctive honeycomb shaped lid. This packaging is 100% recyclable polypropylene, and is composed of 60% recycled materials. Another good example is Switch Fresh Deodorant, a wonderful new creation claiming to reduce deodorant plastic usage by 96% through a unique refillable deodorant system. That type of initiative signals a new and meaningful era for beauty products.
- DIY Beauty and Smaller packaging sizes
Internet giant Google recently released its 2017 beauty trends reports and one of its biggest outtake is the fast rising of DIY-labeled beauty products, offering their customers the possibility to customize their own cosmetics experience and treatments. This trend is particularly intense within the Masks and Maskings subsector, which fully adopted the DIY language that resonates with the up and coming generation. Here’s a good hint from Google’s report that you can´t fail to use the right terminology to better reach target audiences: “Searches for beauty products that specifically include the term ‘DIY’ are growing by 38%”.
Here´s the perfect case-study, exemplifying the codes of the DIY beauty trend in its marketing and packaging execution: Oleum Vera, a brand owned by Canadian company MMTUM and whose core statement is to reconnect their customers with the sense of ownership of their own appearance. The brand indeed aims to “provide women and men with the ingredients and knowledge they need to re-appropriate their body care routine and tailor it to meet their unique skin and hair needs, with the kits’ high customizability setting them apart from other DIY products currently available on the market”. The result of that powerful initiative is 6 alluring personal care kits allowing their users to treat their individual needs in a unique, personal way. Discover the brand here: Oleum Vera.
In addition to the DIY craze, the cosmetics category is also seeing an increase in the use of small packaging sizes, which facilitate consumption in terms of portability, and allow a wider range of consumers to access premium brands which also offer high-end products in these formats. Euromonitor International’s 2016 beauty and personal care research shows that packaging in the range of 0-50ml grew by 5% to reach 589 million units in 2016.
- New age digitalization and men’s increased awareness
Millennials are showing incredible maturity when approaching their cosmetics and beauty products purchasing these days. This generation makes highly-educated decisions as per their skin care buying habits in particular and widely favor prevention products than treatment products. “This new generation understands that it’s easier to prevent than reverse signs of aging and in general seems to seek products that promise to improve their skin health over the long term, not just cover up blemishes in the moment,” explains Zoe Leavitt, a tech industry analyst at CB Insights. Millennials are thus keen to favor buying into powerful concepts from low profile brands supporting their values over blindly following legacy beauty signatures.
Men also are also showing an increased cosmetics awareness and won’t knee-jerk a care product purchase when confronted to the basics marketing cues that have been prevalent in the industry until now. Informative and refined packaging is thus to be preferred above stereotypical or “medical” styles.
As in other sectors, digitalization and technology will still be a huge factor of changes in the beauty and personal care industry, and this will impact the way we approach packaging. New purchasing formats with the use of mobile phones, new apps that help consumers test and try products such as color cosmetics, or customization of packaging through digital platforms will allow consumers to personalize their packages and final products.