Cosmetics packaging plays an important part in marketing

Cosmetics are necessaries of life, but its mission to beautify life makes it a contains huge business opportunities, should not be ignored consumer market, all kinds of skin care LiNianCeng out one after another, various brands of packaging cup yan, let a person dazzling. Many products not only sell, sell more fashion and culture. Cosmetics' fashion 'and' culture 'is usually what we call taste. Cosmetic grade how to reflect, in addition to product advertising and product counter display, etc, the packaging is a very important link. Appropriate packaging not only can stimulate consumer senses directly, but also the grade of the hair will be the brand reflect incisively and vividly. So, the packing as the products' coat 'is not only to cheng fang, protection function, also must be able to attract purchase, the role of guiding consumption. S cosmetics psychological price of psychological value effect is very big, is also a 4 g about lipstick, shiseido, CDS, lancome, givenchy, and so on up to hundreds of yuan a, while domestic brands lipstick dozens yuan or less commonly, in the product composition is more or less the same circumstances, for what could be so different? That covers the modelling of the appearance of the product itself, packaging decoration, brand names, corporate image, and other potential factors brought about by the psychological value. S consumer buying behavior cosmetics companies advertising costs typically account for 10% of its sales 20%, some as high as 25% or even 30%, but producers can't for the each product advertising. Therefore, the packaging of goods becomes compelling salesman. From the point of consumer psychology, consumer buying behavior process has the following several forms ( 1) Take an interest in A DMA I rule: attention need to strengthen the memory result in line) Move. Rule: ( 2) A rule of DCA: I pay attention to the perceptual stage; Interest in exploring stage; Desire during the evaluation period; Indeed) Letter of decision-making; Buy action phase. Rule: ( 3) A DAS rule: I pay attention to the desire to buy. ） These forms all have one thing in common, that is, only cosmetics itself has attracted the attention of consumers, a series of behavior occurs later. According to the research of human eye movements, according to a person of color reaction is the fastest. The strength of the packaging has depends on how to harmonize contrast, lively and grab an eye in the shop, buy a home after soft and not dazzling. When consumers attracted by advertising to the cosmetics display stand stop to linger, the outer package of the product itself or terminal image if it can't cause the interest, the packaging design is failure. S cosmetics packaging consumer marketing strategy due to age, sex, occupation, cultural, economic level differences such as the shopping psychological activity and the effect is also different, such as: mature consumers, working-class, housewives, economic income is not much, much as the realistic type; Young people, knowledge layer and better to be more beauty of economy; White-collar workers, outgoing personality, more exquisite 'superior'. Therefore, we should according to product positioning of the target consumers choose different packaging design strategy. Now, cosmetics enterprises commonly used packaging marketing strategy mainly has the following kinds: 1, series of packaging. The same kind of product or brand in the enterprise production using the same design and color, in order to remind, series packing. Customer, this is the brand of the family. This kind of packing way in the current highly universality. For example: Hong Kong ajay cosmetics company produced with biochemical plant series to reflect its natural theme of returning to nature, it adopted the light green series packaging, including light green of frosted cosmetics bottles and fastens with color hose, give a person with pure and fresh and visual effect. 2, combination packing. Products for all related USES in a big box or bag, sales at the same time. For example:, combination packing. Boxes and many effective product group includes cleanser, massage cream, mask, cutin gel water, nutrition, nutrition, frost, etc. , so the advantage of convenient for customers to buy, at the same time also more affordable than pay. 3, multi-purpose packaging. The products after use, its packaging need not discard, move for it. For example, a few toothbrush, multi-purpose packaging. In the toothbrush rack, toilet soap in the soap box. Toothbrush, soap box can be repeated use. At present, also with the gifts that are widely used in the packaging, attract type packing, positioning, etc. From the packaging color and pattern, yellow and triangle is easy to attract the attention of people, but that doesn't mean people will like it. Customers to the stores or supermarkets, will see many conspicuous printed on the package is' latest formula 'or' buy a few to send a few, actually, the word is not part of the basic packaging products, in the industry known as' abnormal movements, the purpose is for the reference when consumer choose and buy. So, in the modern marketing behavior of cosmetics, cosmetics packaging is its silent advertisement, can rise to 'stone of tashan, can offend jade' effect.