Beauty Brands: 3 Packaging Trends To Watch
In the world of cosmetics, packaging can often play a much bigger role than advertising. Let’s look into some of the industry’s most up-and-coming packaging trends.
The type of material beauty products are packaged in can help brands stand a chance in this busy, highly-competitive category. For an example of a successful brand that pushes the boundaries of materiality, think of Jean-Paul Gaultier – they give their flagship perfume’s plain conserve can packaging center stage on their website and point-of-sale communication alike. Thoughtful, unique packaging materials, designs and shapes can make for powerful brand recognition and distinctiveness in this busy category.
Single-use plastic may soon be a thing of the past. L’Oréal has vowed to move to paperbased cosmetic tubes in 2020 and M.A.C. Cosmetics has been leading the pack for quite some time now with their recycling program. For every 6 empty containers returned, the consumer receives a free lipstick of her choice – that’s one way to do good for the planet and consumers.
Today’s consumers want to know the effect their lipstick or anti-aging cream will have on their health. They’re increasingly calling for natural, clean and organic products. In fact, a majority of women claim 100% natural ingredients are very important when considering beauty items – and they are even willing to pay premium prices. The “clean beauty” movement is in full-force and beauty brands better not miss out on conveying this idea through their packaging concepts.
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Image: Christina Animashaun/Vox