Cosmetics packaging: global business competition

In today's society where economic integration is more and more obvious, globalization has become an important strategy for international competition among enterprises, and brand development, brand education, brand innovation and other issues are increasingly valued by domestic enterprises. Although there is no rich brand management experience of international brands, and there is also a lack of management methods for successful brand operation, Chinese local enterprises are still exploring a feasible way, from learning the advanced technology and management experience of foreign enterprises to learning the successful publicity and marketing mode of foreign enterprises, and trying to innovate, so as to drive development. This is no exception in the cosmetic packaging industry.

1、 Foreign brands drive packaging competition. For many consumers, the "coat" of product connotation still has the impression of white porcelain bottle, green iron cap, antique and economical "great friendship" snow cream. However, this old brand, which was famous all over the country in the 1980s, has hundreds of millions of customers, Now it can only rely on the shrinking consumer groups to maintain its meager sales. In sharp contrast, many foreign brands with new technology and new products appear in China in dazzling and elegant packaging, followed by overwhelming packaging and publicity, and their ultimate goal is only one - to compete for every possible customer. Cosmetics as a fashion consumer goods, it needs high-quality packaging materials to enhance its value. At present, almost all kinds of materials are used in cosmetics packaging, and glass, plastic and metal are the main used cosmetics packaging container materials, while carton is commonly used for cosmetics packaging“ Continuously developing new materials and processing technology and pursuing new modeling has always been the focus of the development of cosmetics packaging containers in the industry. " A person in the industry explained.

2、 A technical engineer who has been engaged in material packaging research for a long time said, "now, the application scope of materials is not limited to glass bottles and plastic bottles, and the application of new materials has become a way for the cosmetics industry to launch new products and improve existing products." And the choice of a more humane soft hardness plastic packaging, so that virtually increased the affinity of the product. By implication, the successful launch of "Jishuang" has something to do with the choice of packaging materials. Because of its unique paste making technology, the machine is made of automatic computer ointment machine, which is made of various essence of essence, which is made of spherical granules, filamentous flowers and other shapes. It is placed in the gel like transparent gel. It is not only crystal clear, fashionable and beautiful, but also completely sealed with essence. Therefore, in the selection of the outer packaging bottle, the designers specially chose the plexiglass material with good transparency, strong plasticity, the same handle as glass and stronger, and then matched with the gold and silver bottle caps with high quality and gloss, which endows the crystal series cosmetics with luxurious and fashionable product connotation. This means that the fashionable, eye-catching, energetic and interesting packaging design and the adoption of new bottles will become one of the means for cosmetic manufacturers to win the terminal in the future.

3、 First of all, fresh-keeping cosmetics will occupy a considerable market. In order to meet the needs of customers, enterprises choose to produce preservative free products. Therefore, enterprises have to fill them in tiny containers so that people can use them at one time, for example, the essence of many brands is the way of packaging. Although this kind of cosmetics is generally expensive, it is difficult to become the mainstream product in the market, but it is the symbol of the future fashion and luxury lifestyle, so there will be a stable consumer group. The second is the development and design of green packaging materials. At present, more and more cosmetic enterprises have begun to pay attention to environmental protection, and will also consider the selection of cosmetic packaging materials - can these materials be recycled“ As with products, there is no doubt that green and environment-friendly packaging materials will be the trend of the times. " Another possible mainstream is multi-layer plastic composite technology. It allows multiple layers of different types of plastics to be combined and molded at one time. You can choose any color and design any shape - as long as you have enough imagination. With multi-layer plastic forming technology, plastic packaging can completely isolate light and air, and avoid skin care products oxidation. On the other hand, by mixing different kinds of materials, it can bring people wonderful visual effect and unique feel in appearance, and improve the flexibility of hose. At the same time, the rise of vacuum packaging quietly. Vacuum packaging can protect skin care products containing fat, rosin oil and vitamins. It has the advantages of strong protection and high resilience. Another important development direction of vacuum packaging is to highlight the functionality, which is very important for less complex containers.

The requirements of the public for this kind of plastic packaging are almost similar, so most of the plastic packaging used for health and beauty protection have the same characteristics: Fall resistant, durable and easy to carry. The data comes from PMMI's latest "personal care market assessment" data report, and the packaging and Processing Technology Association estimates that the global personal care market will grow at an annual rate of 5.5%.

Distinguishing rules of cosmetic packaging

The circular pattern of triangles can basically guess the meaning of circulability. But what do those little boxes with numbers and inexplicable love patterns mean? Most cosmetic packages are printed with small boxes with numbers, all kinds of arrow circulation signs, some with book signs, daily necessities brought back from India have whale patterns, while Thai ones are bunches.

This logo is the most common, almost all kinds of cosmetics, except for the sheet like mask. The number above indicates how long to use the cosmetics after opening, otherwise it is better to discard them. 12m means 12 months, 6m is of course 6 months.

Animal markers, as I said above, rabbits or whales, often represent that no animals have been killed (no animal experiments or tests). In fact, the "Leaping rabbit" shown in the figure above is the no animal experiment sign under the international standard, which is managed and implemented by the Coalition for consumer information on cosmetics (CCIC) and has a special website. This logo is not common, especially for big brand cosmetics.

In fact, "green dot" is the world's first environmental protection label on green packaging, which came out in 1975. The two-color arrow with green dot indicates that the product or package is green and can be recycled, meeting the requirements of ecological balance and environmental protection.

The triangle cycle logo is developed by the relevant agencies of the plastic industry in the United States. In other words, only plastic packaging will have this logo. However, it is not ruled out that two kinds of marks appear on the same product package at the same time. Triangles are often accompanied by numbers, and numbers from 1 to 7 represent different types of Plastics: people can simply join the ranks of recycling work without having to bother to learn the similarities and differences of various types of plastic materials.

The center bears the V logo of love, indicating that the products do not include animal ingredients or by-products except for no animal tests. For example, if the product formula contains ingredients such as beeswax, this logo cannot be used. For vegetarians, this standard is absolutely not allowed to be abused.

This sign is easier to understand. Pointing to the sign of an open book indicates that the packaging space of the product itself is too narrow. If you want to get detailed information, you can find it in the attached manual. I only saw this logo on a French cosmetic. It does have a folded novel.

Small e mark is also more common, appears after the number of ML, indicating the net content.

Ecocert refers to the certification of organic products. The product formula does not contain genetically modified substances, synthetic spices, animal ingredients, silica, ethylene glycol, etc. It can be divided into two types: one is organic cosmetics, which stipulates that more than 90% of the plants in the formula are organic plants, while more than 10% must come from organic certification farms; The other is natural cosmetics, more than 50% of which are organic plants, and more than 5% come from Organic Certified farms.

The logo above was created in France in 1991, and the one below is from the United States. Since 2002, the US label usdaorganic has replaced dozens of local organic labels. It means that there is no genetic engineering in the process of product manufacturing, no ionizing radiation in the process of production and processing of agricultural products, and no synthetic products. Only 100% of organic products are allowed to display the USDA organic logo, which is one of the most stringent certification standards.

Careless packaging of cosmetics

With the increase of brand products in the market, a lot of negative news has come. In 2006, it was revealed that a variety of SK-II products contain prohibited substances such as chromium and neodymium; The lead lipstick incident in 2007 involved more than 60% of cosmetics brands in the U.S. market. This kind of news makes consumers pay more attention to the safety of cosmetics, so at present many customers will check the cosmetic formula table to confirm whether it contains harmful substances.

However, harmful substances not only come from the formulation of cosmetics, but also an unqualified packaging material will cause unavoidable harm to the safety of cosmetics.

Why does the safety of cosmetic packaging materials have such a significant impact on the safety of cosmetics? Once the packaging material itself contains excessive toxic and harmful substances, it may be slowly released into the cosmetics in direct contact with it, which will change the quality of cosmetics to the bad direction, and then cause great harm to the human body. This kind of harm is similar to the impact of food on the human body - will be absorbed by the human body, causing serious consequences. Therefore, the development of the detection of harmful substances in cosmetic packaging materials will not be avoided, and in the perspective of studying the migration of substances in packaging, the national food packaging materials related standards are a very good reference.

Summary of cosmetic packaging market

Development trend of cosmetic packaging

In general, cosmetics actually include skin care products, beauty salons, perfume and so on. All kinds of eye cream, night cream, SOD honey and sunscreen can be classified as skin care products; Shampoo, conditioner, hair coloring water, lipstick, eyebrow pencil, nail polish and other cosmetic products can be classified as beauty salons. Perfume can always make itself.

Cosmetics as a fashion consumer goods, it needs high-quality packaging materials to enhance its value. At present, almost all kinds of materials are used in cosmetics packaging, and glass, plastic and metal are the main used cosmetics packaging container materials, while carton is commonly used for cosmetics packaging. Continuous development of new materials and new processing technology, the pursuit of new modeling has been the industry's focus on the development of cosmetic packaging containers. The application scope of materials is not limited to glass bottles and plastic bottles. The application of new materials has become a way for the cosmetics industry to launch new products and improve existing products. Taking the well-known P & G as an example, the bottle material of its newly launched "Jishuang" bath brand changes the hard plastic texture of the past, and chooses the more humanized soft and hard plastic packaging. In this way, the affinity of its products is increased virtually. It can be said that the successful launch of "Jishuang" has something to do with the choice of its packaging materials. Similarly, "Pantene" has made great efforts to improve the design and material of the outer packaging on the basis of the existing strong brands, injecting new vitality into the old brands. It can be seen that the fashionable, eye-catching, energetic and interesting packaging design and the adoption of new bottles will become one of the means for cosmetic manufacturers to win the terminal.

Emerge in an endless stream of durable and beautiful outer packaging in the field of skin care products. Take the crystal products produced by Dalian eco Beauty Cosmetics Co., Ltd. as an example: first, because of its unique paste manufacturing process, the first automatic computer paste making machine is used to make various kinds of different essence of essence into spherical shape, filamentous flower and other shapes, and put them in a slightly transparent gel. Not only is it crystal clear, fashionable and beautiful, but also because its essence is completely sealed, and the action of active metal ions is used, it can restore the skin's natural vitality more quickly and effectively than the general cream skin care products, and eliminate the skin problems. In consideration of the beauty of the paste, the designers tend to choose the plexiglass material with good transparency, strong plasticity, the same handle as glass and stronger, and then match it with gold and silver caps with high quality and gloss, which endows the crystal series cosmetics with luxury and fashion connotation. Since its launch, the products have been favored by young and middle-aged female consumers.

The packaging of cosmetics needs to be protective, functional and decorative. The Trinity is the development direction of cosmetic packaging in the future.

1. Fresh keeping cosmetics will occupy a considerable market. In order to meet the needs of customers, manufacturers produce preservative free products. Manufacturers fill them in tiny containers, and customers can use them all at once, for example, the essence of many brands is the way of packaging. The price of this kind of cosmetics is too high to become the mainstream product in the market, but it is the symbol of the future fashion and luxury lifestyle, so there will be a stable consumer group.

2. Development and design of green packaging materials

Many cosmetic manufacturers have begun to pay attention to environmental protection, and they also consider environmental protection in the selection of cosmetic packaging materials, and consider whether these materials can be recycled, which is in line with the increasing attention to environmental awareness.

3. Multi layer plastic composite technology

It can make multi layers of different kinds of plastics compound together, forming plastic at one time, and can choose any imaginable color and design all kinds of containers. With multi-layer plastic forming technology, plastic packaging can completely isolate light and air, and avoid skin care products from oxidation. On the other hand, by mixing different kinds of materials, it can obtain wonderful visual effect and unique feel on the appearance, and improve the flexibility of the hose.

4. The rise of vacuum packaging

Vacuum packaging can protect skin care products containing fat, rosin oil and vitamins. It has the advantages of strong protection and high elastic recovery. Another important development direction of vacuum packaging is to highlight the functionality, which is very important for less complex containers.

5. Plastic bottles still occupy an important position. The advantages of plastic containers have always been light weight, strong and easy to produce. Through the efforts of chemists and plastic manufacturers, plastic products have achieved the transparency that only glass had before. In addition, PETG is easy to be dyed into various colors, and even after anti UV treatment, the transparency remains unchanged.

Generally speaking, foreign cosmetic enterprises are more proficient in the design of outer packaging and the use of materials than domestic enterprises, and the choice of materials is more extensive and creative. However, we believe that with the maturity of the market, the growth of domestic cosmetics enterprises, and the gradual enrichment of relevant materials and information resources, more and more local cosmetics enterprises will play an important role in the international cosmetics arena in the next two or three years.