cosmetics packaging status and strategy

【Abstract】As the mainstay of modern fashion consumption, cosmetics have a wide range of varieties, and the dazzling variety of brands on the market makes people overwhelmed. Therefore, in terms of choice, consumers will naturally have a sense of blindness. Choosing from the outer packaging of the product should be our first reaction. Appearance can always be the most important entry point to attract eyeballs. Therefore, businesses will naturally work hard on packaging, how novel, fancy, and eye-catching. , Both become an important factor in outer packaging. It is true that high-quality packaging should be the most needed packaging. Blindly in order to attract consumers’ attention, using flashy product packaging, showing its appearance, will make consumers have an impulse to 'buy pine and return beads'. Such packaging It is indeed a kind of deceptive consumption. This article intends to describe the necessity and importance of cosmetic packaging in sustainability, renewability and greening, and discusses the classification, recycling, and environmental protection of packaging. At the same time, it also pointed out the problems existing in modern cosmetics packaging, and finally explained a popular index and development direction of cosmetics packaging in the future. It is also intended to emphasize green and environmental protection as the main orientation, and strive to be ecological and environmentally friendly in the development process of the cosmetics packaging industry. A greater breakthrough has been made.　【Keywords】cosmetics packaging; current situation analysis; green; environmental protection; strategy 　1, the current situation analysis of cosmetics packaging 　1.1 common packaging types of modern cosmetics 　(
1) The glass bottle should be regarded as the earliest packaging container used in cosmetic packaging. At present, it is still widely used in the packaging field of high-end cosmetics. Its transparency and texture are incomparable to ordinary plastic bottles. It was once the first choice for cosmetic packaging. However, due to the relatively bulky, fragile, and high transportation costs, most of the low-end cosmetic packaging market has been replaced by plastic bottles, plastic bags or plastic hoses, so the proportion of glass bottles in cosmetic packaging has been low. Less than 8%.　(2) Hose packaging has emerged as it is suitable for various products. Hose packaging is not only economical and convenient, but also more portable and convenient for consumers to use, so it is a packaging form that businesses are happy to use.　(3) Plastic bottle packaging is the most common form of cosmetic packaging. Its advantages have always been remarkable. Its main characteristics are light weight, sturdiness, and easy processing, so it has been the most commonly used form of cosmetic packaging for a long time. At the same time, plastic bottle packaging can have the same transparency as glass bottle packaging, so it has maintained a good growth momentum. Transparency will become a major trend in cosmetic packaging. On the other hand, with higher transparency, it can also be better for consumers to observe and choose, and play a role in supervising the product ingredients of merchants. By observing the color, The shape is used to judge the quality of the contents of the bottle.　(4) Plastic bag packaging is convenient to carry and use. It is the preferred packaging form for many travel products and replacement products. Now the emergence of many special-shaped plastic bags adds a lot of splendor to this family. (5) Metal container packaging is a relatively special packaging form in cosmetic packaging. Various forms of aluminum cans are used for aerosol-type cosmetic packaging, which enriches the dosage forms of cosmetics and increases the fun and convenience of cosmetics. .　

(6) The biggest feature of the emergence of capsule packaging is that it is reflected in the convenience of users. The appearance design of cosmetic capsules is more novel and unique, which stimulates consumers' desire to buy. It is more reflected in carrying, more convenient, small in size, and safer. Not only limited to use in home life, but also suitable for carrying out. The contents are designed for one-time use, so as to avoid secondary pollution, so as to ensure that the products used by consumers are clean every time, and the safety of the products is greatly improved. However, the cost and price of this kind of packaged cosmetics are slightly more expensive, and will not become a mainstream product for consumption, but it is also a popular weather vane in the future. It is a status symbol for consumers pursuing a high-quality life. Therefore, there will be a certain and fixed price. Consumer groups. (7) Vacuum packaging has gradually emerged on the market. In order to protect some special cosmetics, vacuum packaging applications were born. Vacuum packaging has not been widely used because of its high cost. The value of some cosmetics itself is not worth the packaging cost. Didn’t it violate its true meaning? The uniqueness of vacuum packaging is that it is highly protective, more convenient for the use of high-concentration cosmetics, and can also improve the quality and grade of the cosmetics themselves. 1.2 Analysis of the status quo of cosmetic packaging (1) Cosmetic packaging pays attention to marketing effects and ignores the green development direction. The 'fashion' of cosmetics is usually what we call taste. In today's era of rapid consumption, quality is replaced by beauty. Everyone has the love of beauty.' Merchants are seizing this important opportunity to cater to mass consumption and stimulate consumption. There are many kinds of tricks, and businesses use the banner of various skin care and beauty to promote consumers' desire to buy. In this materialistic world, in addition to advertising and physical product display, people pay more and more attention to whether the outer packaging of cosmetics is exquisite enough, fashionable enough, and popular. Packaging has also become a point of choice for consumers to choose products. While reflecting the taste of consumers, it also seems to show the purchasing power of consumers. Generous, beautiful and exquisite packaging can directly bring consumers the most intuitive consumer experience and consumer demand, but these packaging are often flashy, complicated in craftsmanship, and low recyclable value. Therefore, we say that the current cosmetic packaging does not pay attention to the green concept and sustainability. The direction of development. (2) Cosmetic packaging blindly pursues the psychological effects of consumers. The potential psychological effects of external packaging for consumers are great. Different brands of cosmetics may have the same ingredients, or the more expensive ones are inherently less expensive. It’s good, but consumers just think that the expensive ones must be good, and they want to buy the packaging of some well-known brands. That is to say, when the product cost is basically the same, why do consumers have a kind of inertial consumption? This includes many factors: such as the external packaging of the product, the trademark brand, the scale of the business, etc., and the other is herd consumption and comparative consumption, which are all factors that become the final consumption. These are the potential consumption of consumers themselves. The psychological effect of Different consumers have their own judgments on consumption in order to make the final choice. Due to differences in age, gender, occupation, personal preferences, financial ability, etc., the psychological activities and effects of shopping are quite different. For example, mature consumers, housewives, working class, students, etc. are mainly pragmatic consumption. Such consumers will not consume because of consumption, and will not choose because of the so-called eye-catching packaging; young people, economic Consumers such as those with higher incomes and knowledge-based consumers often do not consume rationally. Instead, they will choose exquisitely packaged products, paying attention to fashion and outstanding taste. On this basis, merchants grasp the consumer's consumption dynamics, and choose different packaging strategies according to different consumer groups in terms of product positioning. (3) Cosmetic packaging pays too much attention to advertising effects. In our daily life, we often choose to buy cosmetics in large shopping malls or supermarkets. We often see the appearance of piles of cosmetics, which is the so-called series packaging. This kind of product uses the same icon, color, etc., to remind consumers that the brand is produced by the same family and avoid consumer confusion. This packaging form is also very common now, which not only saves the business’s own labor, but also pays for it. Consumers bring convenience to consumption. Then there is the combination packaging, which means that similar products are bundled in one package, which is convenient for consumers to buy and is more affordable than single-piece purchases, which can be regarded as a means of promotion for merchants. 2. Strategic analysis of green packaging for cosmetics 2.1 The sustainability of green packaging for cosmetics In this era of innovation, people are paying more and more attention to environmental protection. In a low-carbon, environmentally friendly and green environment, sustainable packaging of cosmetics is about to become a new one. the trend of. According to multi-party market experiments and implementation, carton packaging is one of the best green packaging currently and in the future development. Therefore, manufacturers should increase their efforts to reduce the use of environmentally unfriendly materials and increase environmentally friendly materials. The amount of use is particularly important for the sustainability of cosmetic packaging. Consumers are not only consuming, but also consuming safety and environmental protection. They also attach great importance to advocating low-carbon and green environmental protection concepts. For cosmetics manufacturers, how to integrate green and environmental protection concepts into their product packaging is Doing multiple things in one fell swoop is to satisfy consumers' pursuit of quality while also having a profound effect on enhancing the brand's own image. And manufacturers often ignore this role. Relevant reports pointed out that the growth rate of the sustainable packaging market is significantly better than the development of the overall packaging industry. In the future, manufacturers will focus more on product packaging that is both sustainable and has less environmental impact. For the product itself and its brand image, from the perspective of economic benefits and environmental awareness, it is a perfect solution in today's entire environment.　2.2 Environmental protection in cosmetic packaging 　(1) Completely renewable packaging requires multiple screening, selection of raw materials and effective design. Traditional cosmetic packaging design pays more attention to the aesthetics of the packaging, the protection of the contents and the convenience of use. Nowadays, in the economic atmosphere where the environment and ecology are increasingly destroyed, environmental protection has become an issue of increasing concern. In this environment, packaging, as a large market, naturally attracts attention and is also an important part of environmental protection. Environmental protection in packaging can be reflected in issues such as whether it is easy to degrade and easy to recycle.



This is also a problem that we often overlook, too much pursuit of external qualities. In terms of material selection, the top priority of the overall selection is the soul of packaging. It is not a one-sided theory that the so-called 'appearance' represents everything. The choice of environmentally friendly and green raw materials is the most important thing to pay attention to and pay attention to in the entire sustainability. Materials are more helpful for recycling and a good way to reduce costs.　
(2) The recycling and classification of cosmetic packaging also fully reflects the awareness of environmental protection. If a packaging product uses more than two packaging materials, these materials must have the characteristics of easy separation. After some simple operations, they should be separated to facilitate Recycle and reuse. For example, a large number of plastic-plated paper is still used in domestic packaging. This material is elegant and clean, has the advantages of heat resistance and moisture resistance, but it is impossible to have everything. This material is not easy to separate and then finally recycled and burned. After that, harmful gases will be generated, causing serious damage to the environment. The use of this material is a lack of awareness of environmental protection in the design and is a behavior that damages the public environment. 3. The future of cosmetics packaging, no matter in any industry, choosing environmental protection and choosing green means the future of products. Regarding the 'changing winds and clouds' of the market, the cosmetics industry, as the top brand in fast-moving consumer goods, should fully reflect its sufficiency. The environmental awareness of China has played a major trend in the 'environmental effect'. The green whirlwind of sustainable development has spread all over the world. The cosmetics industry is also striving for the coexistence and equal emphasis on environmental protection and function of cosmetic packaging, focusing on the essential quality of its products, and optimizing packaging. However, behind the requirement to be 'concise, green, and environmentally friendly', the situation is still complicated. Although the cosmetics industry has made outstanding and remarkable results in green packaging in the past, the greening of the cosmetics industry is more than imagined. There are many difficulties and more challenging, because the final link of the cosmetics itself is its own physical objects, which are used by consumers personally. Therefore, safety must be considered and thoughtful, and the appreciation of the external packaging and the exquisiteness of the packaging must be considered. , Luxury is also a very important link in the product itself, achieving a two-way balance. The importance of environmentally friendly packaging in the beauty and personal care industries is unquestionable. At the time when green environmental protection is so prevalent, as far as green environmental protection itself is concerned, there are many types. Recyclability should be the core attribute of environmental protection, but in daily cosmetic packaging, the use of recyclable packaging is rarely seen. The concept of environmental protection is now being raised and promoted more and more. Because of this, 'more' does not show its real advantages. It seems cliché and lack of creativity, which makes environmental protection packaging enter a period of burnout. For consumers nowadays, awareness is getting higher and higher, and the choice of products is becoming more critical. While meeting the quality of the product itself, it must also meet the dual requirements of consumers’ goodwill and aesthetics. Consumers also Not just watching and listening to the business under the banner of environmental protection to promote, in this quantification, consumers pursue quality itself to bring them worthy consumption, not just listen to the one-sided words of the business, more people still Focus on rational consumption. Therefore, businesses need a complete and thoughtful idea before production, to be brave to innovate and to try. If any industry stagnates, the future development is invisible, and there is no future to speak of. Actively promote and use the concept of sustainable development, with a new and unique business model as the starting point, and not a gimmick on publicizing environmental protection on the surface. Environmental protection is a big concept, and people usually listen to it a lot. Consumers understand and accept the new concept and model, and consumers more hope that they can reflect their environmental protection through the products and services they use. Therefore, it is necessary for manufacturers to understand consumers’ true consumer psychology. If you blindly pursue sales volume, pursue the so-called fashion trends, and ignore that consumers are the consumption itself, then the product itself will not have any big development prospects. Consumers are concerned about more and more diversified issues, such as the disposal of packaging waste. In the production process, save resources as much as possible, reduce damage to the environment, and truly realize the environmental protection concept of renewable, recyclable, and recyclable. Environmental protection is not just talking, nor is it a superficial action, it needs to be implemented in a real and practical way, so that its quality and packaging can grow together. Consumption reduction, recyclability, and reuse are the most familiar environmental protection guidelines for consumers. On this basis, if the packaging can be more optimized, wouldn't it have a multiplier effect? It is best to transform the concept of product optimization into a real environmentally friendly and efficient packaging for consumers, which can integrate and promote each other, and achieve a real win-win situation. However, optimization is not simplification. In the future packaging industry, combining optimization with environmental protection is believed to be a huge progress and significant effect for the cosmetics industry and the entire packaging industry. 4. Concluding remarks In this materialistic era, the times are progressing and developing. Of course, the development of human beings cannot stagnate. The embodiment of rapid consumption always exists. While pursuing beauty, touch and texture, consumers also Began to pay attention to the product itself, including the production process, production materials, production packaging and other related issues. For consumers' higher and better demand, of course, the merchants should also make corresponding changes to the overall quality of the product inside and out. It’s necessary to improve the quality of products. On a larger scale, products that consumers love to see and hear are not only an improvement of the brand’s own image, but also a manifestation of the image of social responsibility, which also consolidates consumers to maintain consumer loyalty and long-term consumption. A new model. Nowadays, all major brands of cosmetics are flooding, and brand demand has risen to consumer demand. All these changes are witnesses to the trend of environmentally friendly packaging. It is an irreversible trend. 'Beauty' trumps everything and is more profound in the cosmetics industry. Environmental protection, complete functions and thoughtfulness, but also prominent and eye-catching, this is the ultimate demand and goal of consumers and the cosmetics industry. Major businesses are under the banner of green and environmental protection, so what needs to be done is not to stop innovating. Only when creativity is not limited can it be possible to win in the army of green and environmental protection and not be washed away by this trend. The company’s standing in the green trend is enough to show that we are implementing innovative ideas and producing for well-known brands such as P&G and Unilever. As a manufacturer, we are based on consumption while protecting products, convenient and practical, and beautify products. Consumer psychology, in the world of green and environmental protection, open up a new world that belongs to oneself and adapts to social trends, realizes the goal of unifying potential and reality, and exerts the concept of green and environmental protection to the right, but also true and subtle.