Beauty and Cosmetics Packaging

Cosmetic Packaging is an important aspect of cosmetic taste. Appropriate packaging can not only directly stimulate the senses of consumers, but also reflect the taste of the brand.

Cosmetics are increasingly becoming an indispensable thing in People's Daily life. While beautifying people's life, cosmetics themselves have also formed a consumer necessity containing huge business opportunities that cannot be ignored. A variety of skin care layer out in an endless stream, a variety of brands of cosmetics, dazzling, many products not only selling efficacy, but also in the sale of fashion and culture. The "fashion" and "culture" of cosmetics are usually what we call taste. So how to reflect the taste of cosmetics? In addition to the advertising and counter display of products, packaging is an important aspect of taste. Appropriate packaging can not only directly stimulate the senses of consumers, but also reflect the taste of the brand.

Psychological value function of cosmetics is very big, also a 4 g about lipstick, shiseido, CD, lancome, givenchy cost up to hundreds of yuan a lipstick and domestic brand price a few dozen yuan or less commonly, in the case of product cost roughly the same, cause the price differ so widely includes many aspects, This includes the appearance of the product itself, packaging and decoration, trademark name, corporate image and other potential factors brought about by the psychological value.

First of all, from the perspective of consumer psychology, it is necessary to first attract the attention of consumers, in order to arouse consumers' desire to buy. The person is the fastest to colorific reaction, the power that colorific place has may depend on how to reconcile colorific contrast, make it is very eye-catching on the bar, after buying home downy and not dazzling. When consumers are attracted to the cosmetics display shelves by advertisements, the packaging design is a failure if the outer packaging of the product itself or the image of the terminal can not arouse their interest.

Due to the difference of age, sex, occupation, culture and economic level, consumers' shopping psychological activities are also different. Such as mature consumers, wage earners, housewives, economic income is not much more pragmatic; Young people, the intellectual class, the rich for beauty type; White-collar and extroverted people are more interested in standing out. Therefore, different packaging design strategies should be selected according to the target consumer groups of product positioning. Secondly, the packaging marketing strategy commonly used by cosmetic enterprises.

One is the series of packaging. Enterprises produce the same products or brands, using the same pattern, color, in order to remind customers that this is the brand of the family. This kind of packing is quite common at present. For example, the Bio-plant line from Hong Kong's Peng's Cosmetics Company uses light green packaging to reflect its back-to-nature theme, including a light green frosted glass bottle and a hose of the same color, giving a refreshing visual effect.

Second, the combination of packaging. That is, products for related purposes are sold together in a large box or bag. For example, many efficacy product sets include facial cleanser, massage cream, mask, nutrition water, nutrition cream, etc., which is convenient for customers to buy, but also more affordable than the paid products.

Third, multi-purpose packaging. That is, after the product is used up, its packaging need not be discarded, it is used for other purposes. For instance, a few toothbrushes are put on toothbrush rack, soap is put in soap box, toothbrush frame, soap box can be reused. At present, there are more commonly used gift packaging, solicit packaging, positioning packaging and so on.

Fourth, the diversification of packaging forms. The inside and outside package of perfume now is increasingly exquisite, home-made perfume packs the situation that changes the vitreous bottle package with clumsy modelling before to give birth to, and use alloy vial in large quantities and set durable sprinkler head. The man perfume bottle uses the square circle to be united in union more on packing design, sandblast surface is processed, the resolute, rough, solemn and take gentle temperament demeanor of the male adequately expression. Especially a lot of abroad be like the advanced perfume that France, Japan imports, vitreous bottle or alloy package is extremely exquisite, be like a small and delicate artwork, modelling design is varied, cosmetic bottle surface forms various stereo design again, extremely rich aesthetic feeling.

Although there are many anti-counterfeiting techniques used in the packaging of daily cosmetics, the anti-counterfeiting effect is not ideal. Because some consumers are difficult to identify the anti-counterfeiting technology in these packaging, such as the bar code anti-counterfeiting technology commonly used in daily cosmetics packaging, inkjet technology, only the technical supervision department can judge its authenticity. There are some simply do not play the role of anti-counterfeiting, some manufacturers of anti-counterfeiting signs for personal interests to sell these signs to those counterfeiters, causing the anti-counterfeiting signs in vain, anti-counterfeiting signs can not be anti-counterfeiting. In some daily cosmetics packaging, the use of single anti-counterfeiting technology, such as the kunming seized a large number of fake guangzhou p&g rejoice, head & shoulders, pantene shampoo etc, is only the bottle bar code anti-counterfeit and production date code anti-counterfeiting bottle, these two kinds of anti-counterfeiting technology consumers are generally difficult to identify, Consumer cannot distinguish true or false when buying, make a lot of consumer is deceived. For the anti-counterfeiting packaging of daily cosmetics, I propose the following suggestions:

1) Deep research on the creativity and development of the cosmetics packaging structure makes the degree of imitation more and more difficult and the identification more and more simple. Such as:

Cosmetic plastic bottle or cosmetic glass bottle for daily use cosmetics should learn from the disposable packaging of broken bottles or beverage cans. After opening, the bottle of the product can not be restored to its original form, so that the packaging can not be reused, putting an end to the counterfeiters' way of counterfeiting through recycling packaging. Can also be based on unique and innovative packaging design, the product design into special packaging, generally the special-shaped packaging design do not conform to the requirements of the economic design, mold production is difficult, and high requirement of processing technology, packaging structure design is very complicated, so cost is greatly increased, also increased the difficulty of imitation, Make the counterfeiters in the case of great risk is not profitable, so as to stop the behavior of counterfeiting, although the cost of producers increased, but the final economic benefits compared with the prevalence of counterfeiting, or greatly increased.

2) pay attention to the identification of anti-counterfeiting packaging, although some daily cosmetics packaging also use anti-counterfeiting packaging technology, but these technologies are difficult for ordinary consumers to identify, so not only can not really play the role of anti-counterfeiting, the manufacturer is also outweighed by the loss. In the development of new anti-counterfeiting technology, in addition to pay attention to the improvement of anti-counterfeiting technology in the difficulty of counterfeiting, but also pay attention to the effect of this new anti-counterfeiting technology in the promotion and use, if consumers can not identify, then this new anti-counterfeiting technology can be said to be ineffective.

3) In the process of packaging and printing, the printing house should strictly control the selection of original manuscripts, film production, plate making and the whole process of printing, and use advanced printing equipment to print high-quality packaging and printed matter, so that it is difficult to make fake products.

4) At present, the best application of anti-counterfeiting packaging technology is tobacco packaging, which is in the forefront of comprehensive anti-counterfeiting. Daily cosmetics packaging should learn from tobacco packaging and cross-use a variety of anti-counterfeiting packaging technology to increase the difficulty of counterfeiting and counterfeiting. The combination of the front-line anti-counterfeiting packaging technology which is easy to be recognized and accepted by consumers and the second-line anti-counterfeiting packaging technology which is complex and relatively slow in identification speed forms a combination of anti-counterfeiting.

5) at the same time, to continue to research and develop new materials, new technology and new process, the use of new equipment, manufacturers should make reasonable investment according to their own needs, the correct design and use of anti-counterfeiting packaging technology, so that the identification of goods anti-counterfeiting packaging is simple, the detection authority is accurate, but also has high security. In addition, the anti-counterfeiting packaging of goods to carry out full publicity and introduction, so that consumers can correctly grasp the method of identifying the true and false, so that the anti-counterfeiting technology is deeply rooted in the hearts of the people.

With the development of science and technology, any kind of anti-counterfeiting technology is likely to permanent anti-fake, we only have anti-counterfeiting technology constantly updated, to improve the safety and reliability of the product packaging anti-counterfeiting, anti-counterfeiting packaging technology to integrated, scientific, and packaging the beautification with more direction, in the heart of the anti-counterfeiting and false of the contradictory anti-counterfeiting.