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an insight to cosmetic packaging

2021-05-23

The rise of the beauty economy has caused cosmetic brands to pay more and more attention to appearance packaging. Even many brands make gimmicks on appearance packaging every time they launch new products. They are replaced with more exquisite and cool packaging, and the quality of the product remains unchanged. Even because too much cost was spent on packaging, the cost on quality was reduced.


Packaging is greater than quality, which is a common problem in today's cosmetics market.


A truly high-quality cosmetics packaging is not a single pursuit of beauty and unique appearance, but based on the characteristics of the product and the needs of consumers, to create a form that is more in line with the characteristics of the brand and the market. The knowledge of cosmetic packaging is not simple.


Good looks must also be combined with needs

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Many cosmetics brands, when designing the outer packaging of their products, tend to enhance their appearance at the expense of practicality. For example, Olensona’s protein water, in order to make the packaging look more atmospheric, adopts an open bottle design with an overly large bottle mouth, which is almost comparable to mineral water bottles, which makes it extremely inconvenient for consumers to use. Once the dumping angle is too large If it is too large, it will be "poured down", which is very wasteful.


Estee Lauder's Ace DW Liquid Foundation does not even design a pump in order to pursue external beauty! When consumers use it, they must pour them, and they must pour out the exact usage amount, which is very difficult and very inconvenient.


Therefore, the packaging design of cosmetics must be combined with convenience. The packaging design of the rose bud water of Franlinka, a brand under Uniasia, follows this concept. The appearance of this flower bud water is like a large capsule with high appearance. It also adopts a design that presses down to spread the material evenly on the bottle holder, which is not only more hygienic and safe, but also very convenient to take.


Packaging must integrate the brand story

Although packaging has gained more and more attention in the cosmetics industry, most domestic cosmetics brands are still too lazy. They still blindly follow popular trends in packaging. They are either simple or fancy, but they do not reflect the brand personality and brand story.

A high-quality cosmetic packaging can integrate the brand story and create a brand personality. For example, the packaging of the cutting-edge domestic makeup brand Huaxizi closely connects traditional Chinese culture, creating its own brand personality and culture from the appearance. The foreign brand Fasello also uses illustrations to combine the images of historical celebrities and classic story characters into the product packaging to show the brand's personality.


Some cosmetics brands design their own product packaging by shaping an IP image, so as to reflect the brand's story in appearance. For example, the Korean brand Looks&Meii; (Lu Shi Ai Mei), its Dream Horse Girl series cosmetics are presented by designing an IP image of a girl with freckles as the outer packaging to convey the brand concept of the beauty of flaws.



Eco-friendly design is the trend

Some time ago, the cosmetic tube manufacturer reported that some international brands such as Chanel, Aquamarine Mystery, etc. were unqualified due to excessive packaging voids. "Excessive packaging" has always been a problem in the cosmetics industry. In order to pack the atmosphere, many brands usually use oversized packaging when designing gift boxes, which leads to aggravation of environmental pollution.


From the perspective of international trends, environmental protection packaging has been increasingly valued by the industry and consumers.

I believe that many women have a deep understanding of the fact that many cosmetic bottles and jars that are usually used up are reluctant to throw away, and they can’t wait until the dressing table can’t fit. Therefore, recyclable packaging bottles are very important at this time, which can not only reduce environmental pollution, but also reduce waste and achieve waste utilization.

In order to seek better development, more and more beauty companies are gradually implementing these themes in the production of their products. Procter & Gamble has built a plastic recycling plant and introduced recycled plastic packaging bottles; Shiseido has also expanded the use of plant-derived plastics and so on.

Undoubtedly, more and more consumers and brands are focusing their products on environmental protection, green and sustainable development. It can be seen from 70.2% of the interviewed consumers that "sustainable production, environmental awareness and ethical restraint" will become an important trend in the development of the beauty industry.


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