How to pack facial cleanser to attract consumers

The author has a friend who likes painting. He once went to the supermarket to buy more than 20 pieces of soap, because the outer packaging of the brand's soap was printed with famous paintings by many European masters, which happened to 'hit' this friend's preference. . Since it was financially acceptable, he bought so many soaps with famous paintings that he liked and 'played' back. The quality of these soaps was not his focus at this time.



It can be said that the packaging is a silent 'salesman'. In an increasingly competitive market, a product packaging without personality and style cannot carry the product with more connotations and effects. In a supermarket, similar products are all placed on the same shelf for sale. How can they stand out among many similar products? When the product functions are not much different, the importance of packaging is highlighted. Everyone knows the story of 'buying cassines and returning beads'. 'Pastel' means today's noun 'packaging'. Beads can be regarded as 'products'. 'Buying cassines and returning beads' can be said to be the success of the manufacturer.

In recent years, in order to establish brand image of facial cleanser products with the same positioning of different brands on the market, various companies have 'hollowed their minds' to make a big fuss on the packaging of products. Although consumers understand the intentions of the merchants, they still cannot help choosing products with novel and beautiful packaging. Let’s take a facial cleanser for men as an example to talk about how to use packaging to attract consumers, hoping to inspire the industry.

How does facial cleanser packaging attract consumers?

The 'promotional' role of packaging

According to relevant data, consumers spend an average of 26 minutes in a large supermarket each month, and the average time to browse each product is 1/4 second. This short 1/4 second time is called a golden opportunity by the industry. In this short opportunity, packaging design becomes the only window of delivery.

It’s hard to imagine that a 50-year-old middle-aged person would take the initiative to buy a product with a picture of a rock star spokesperson printed on the package. Therefore, in this quarter of a second, the so-called 'love at first sight' impression formed by the packaging style often influences the choices of most consumers.

As a silent “salesman”, packaging can touch consumers’ first impressions and feelings in a short time, make consumers feel identity and desire for consumption, and better promote sales. Packaging will also bring the spiritual culture of the enterprise , Product content information, communicate with consumers through its own 'language'.

The role of packaging for facial cleansers

In today’s Chinese market, many facial cleanser manufacturers are striving to establish their own unique brand packaging 'imprint'. For example, Mentholatum focuses on 'clean and dry', Nivea focuses on 'acne removal and fatigue', and Gaofu is establishing 'cleanliness'. , High-end' product image. Many men will be affected by this. If the main function and brand impression of this brand match the image of the product packaging they see, they will ask themselves: 'Why not try it?'

With the increasing number of men's facial cleanser brands in the market, more and more complete functions, and the increasing coverage of consumption levels and age levels, the importance of packaging has also become prominent. A good art design is equivalent to the 'face of a brand'. ', it has a strong boost to build a brand.

At the same time, the text on the packaging is also very important. It is the most direct channel for consumers to know about facial cleansers. The text on the packaging is the product's efficacy that consumers recognize. It can even be thought that consumers may recognize those words rather than the true effects of facial cleansers. These effects may be subtle, but their functions cannot be ignored. For example, if there are two facial cleansers with 'Activated Carbon' written on them, one package is black and the other is white, generally consumers will easily choose the black one.

In the current consumer market, many groups who buy men’s facial cleanser belong to office workers. Due to prolonged exposure to the computer or fatigue, his skin will appear dull and tired. At this time, most white-collar workers will choose to prepare one or Several cleansing products. At this time, the product packaging needs to be small and easy to carry.

Packaging elements that attract consumers

According to related surveys, more than 80% of men expect cosmetics to provide products with an intermediate state of skin toning and moisturizing, which can reduce the 'troublesome' experience during use while achieving dual effects. Among all the respondents, Almost no one prefers toning and moisturizing products with glass packaging materials. Transparent materials or translucent polyester packaging materials are more popular with men.

At the same time, men pay more attention to the 'eyeline' appearance and the 'pleasure' of the smell. For men, appearance is the first perceptual element of men's skin care products, shaping the product's 'exquisiteness' and bringing consumers closer to the 'eyeline' element , And men’s most dissatisfied appearance design is that the colors are heavy and not fresh. For example, whether the packaging can show its efficacy, whether the appearance is too simple, and whether it can attract consumers.

For men's facial cleansers, consumers are more concerned about whether the appearance is exquisite 'made for me', whether the product has a non-slip design, whether the color conforms to the functional theme of the product, whether the details are in place, and so on. These details are the 'sensitive points' that are reflected in the product packaging and can most affect consumers' choices, apart from product functions.

Packaging features of facial cleanser products on the market

At present, the main brands of men's facial cleansers on the market are LOREAL, Nivea, Vichy, Biotherm, Clinique, Adidas, Lancome, GF ( Gaofu) and many other brands.

Moreover, in today's market, the functional breakdown of men's facial cleansers is quite high, mainly because consumers are no longer satisfied with the single function and function of facial cleansers, and they have begun to have deeper requirements for products. According to statistics, only about one-third of men's facial cleansing products have a single cleansing function, while facial cleansers with moisturizing, moisturizing, cooling, anti-aging, acne, and blackhead removal functions account for about 70% of the market share. Major brands have launched facial cleanser products for different ages, consumption levels, and functional needs to seize the market, trying to lay a broader product chain to gain first-hand opportunities and gain consumer recognition.

At the same time, major brands have launched series of product sets. Products of the same brand series often adopt the same appearance design style. At the same time, there are slight differences in shape, capacity, size, partial color and text, giving consumers a visual impression. Sense of unity. Furthermore, while increasing the degree of product segmentation, consumers will not feel messy, which will make consumers think that this series of products are the best combination and perfect combination when they first see them.

Currently on the market, facial cleansers of major brands are usually packaged in plastic hoses. The diameter of the nozzle ranges from 30 mm to 60 mm. The minimum capacity is 80g and the maximum is close to 300g. From the appearance point of view, the material of the tube includes transparent tube, white tube, color tube, round tube, oval tube, etc.; it is equipped with various packages such as round head, flat head, flip cap, metal cap, and the cap is generally located in the package The bottom is convenient for consumers to use.

The colors of the packaging of men's facial cleansers launched by major brands are mostly pure colors, and blue, black, orange, red and other colors are the most common. In addition, these colors will be adjusted at any time due to the market direction and product characteristics. For example, some facial cleansers that emphasize sports skin care will be blue as the main color, and carbon-containing facial cleansers will be black.

Differences between different brands of facial cleanser packaging

As mentioned above, the major brands of facial cleanser packaging in the market today mainly use plastic hoses. In order to highlight their brands, highlight brand value, and attract consumers’ attention, some brands will also break the convention and use many distinctive packaging. Materials and styles are used to promote sales.

For example, Mentholatum's men's facial cleanser will use a rigid plastic packaging. The bottle cap is designed to be pressed. When using it, the facial cleanser is squeezed out by pressing the bottle cap; L'Oreal's men's facial cleanser will be based on the main function of the product. The target population uses very exaggerated color rendering. For example, the volcanic mud series facial cleanser launched by L'Oreal some time ago uses a large area of ??red, green and black color combination; Nivea facial cleanser always uses white on a blue background. Goff uses red and silver as product colors, with red as the main color and silver as embellishment.

Procter & Gamble's Olay brand men's facial cleanser always uses extremely simple packaging. They did not put a lot of manpower and material resources into the packaging, so the packaging of the Olay brand is still very simple packaging materials and styles.

The above-mentioned design styles firstly highlight the color of the product, and secondly use the color to highlight the function of the product. Finally, the color tones grab the attention of consumers in many products.

In addition, when some brands expand in a particular market, they will pay attention to the packaging of a certain brand or series of the brand, while other brands or series may not invest too much energy, which will make consumers feel that only this detail In terms of market, the brand will be more professional than other companies. For example, the Adidas brand has avoided the highly competitive women’s facial cleanser market, and focused on promoting its men’s skin care and cleansing products. Their large-area black-blue hues and transparent outer packaging that can directly see the color of the contents have become Adidas men. symbols of. Gough used almost all red packaging with silver decorations, and it has also formed a strong brand effect, almost becoming Gough's logo, and quickly gained the recognition of the majority of men.

In summary, the mainstream packaging styles of men's facial cleansers on the market are the same. At the same time, major brands will have their own different characteristics. Although products are the most important in terms of market influence, packaging is also a factor that cannot be ignored.

Case study: How does brand A facial cleanser use packaging to attract consumers

Brand A is a world-renowned sporting goods brand, and its sub-brands involve various types of sports apparel, shoes, hats and accessories. Brand A Group has also developed its own personal care products and perfume series, which currently cover more than 30 countries and regions on four continents.

About 80% of the products are designed for young men who love sports and leisure, and 20% are for women of the same type. As a specific series of brand A personal care products, facial cleansers have more obvious characteristics for the male market. At present, brand A facial cleansers in the Chinese market are almost all focused on the ascendant men’s cosmetics market.

Brand promotion of brand A facial cleanser

Brand A is positioned as sporty and refreshing according to its brand characteristics. In terms of product lines, its men's skin care products cover perfumes, toners, facial cleansers, shampoos, shower gels, etc., among which facial cleansers and perfumes are the key promotion products.

Since the launch of the first men's facial cleanser 8 years ago, Brand A has positioned its cleansing products as the main function of cleansing and refreshing after exercise, especially the three-in-one bath products with cleansing, shampoo, and bathing functions after exercise. It is a very revolutionary concept. Consumers can use one bottle of the product to achieve three cleansing effects after a lot of sweating during exercise. This also lays a solid foundation for brand A skin care products to gain market recognition.

At the same time, Brand A has set its sights on the most frequent and sports-loving group-young people aged 15-22, and invited C. Ronaldo, Nadal, Beckham, Morris Green and other well-known sports superstars to endorse. Its facial cleanser has gained a strong sense of identity from this group and a preference for brands based on idol worship.

Packaging characteristics of brand A facial cleanser

At present, in the Chinese market, almost all the focus of brand A facial cleanser is aimed at the men's cosmetics market, and the product packaging style is more designed for young men who love sports and leisure.

Brand A’s main sports style, the packaging is mostly inverted triangle packaging, which is simple and easy to carry. The colors of the products are mostly bright blue, yellow, and red. They are matched with black outer packaging, emphasizing refreshing and not tight, highlighting the sexy of sports men And charm, advertising and packaging mostly feature sports superstars, emphasizing high-end sense and the charm and sexiness of male sports. The main consumer group is chosen by young men who love sports and have unruly personality.

A very big feature of its facial cleanser packaging is that its outer packaging is often made of translucent frosted plastic material, which can play a non-slip function. It is practical and gives consumers a strong sports passion. The product content is often made of bright yellow, Green, red, blue and other colors. From the perspective of color psychology, the contrast between the black of the outer packaging and the bright color of the content will give users a hint of relaxation, vitality and comfort after use.

At the same time, the brand A counters also echo the color of their facial cleanser products. Large areas of black are the main color, bright colors are embellishment, and the black background color sets off the white company brand characters, which is extremely eye-catching in the dazzling shopping malls. Brand A also has a lot of articles in its product portfolio. From the initial three-in-one bath products to the current market combination of face wash + shampoo, face wash + bath, face wash + facial care, etc., brand A is in The product variety in the facial cleansing product market has been further enriched.

The combination of packaging design, color hints, and corporate background culture has made more and more young sports-loving men choose brand A facial cleansers. Therefore, the author can say that the success of brand A men's facial cleanser in the domestic and foreign markets is closely related to the packaging style that suits the consumer psychology of the target group and the packaging color to cater to their psychological needs. It also brings this series of products. More and more loyal consumers.

Points to note in facial cleanser product packaging

At present, the facial cleanser product market can be said to be developing rapidly. According to their own brand image and the functional characteristics of their products, each brand has launched a product series that dazzles consumers. In view of the brand image and corporate identification system being used by more and more cosmetics companies, packaging is no longer an isolated point in the traditional production plan, but has become an important part of the corporate promotion plan. From the birth of the first men's facial cleanser, it was not accepted by consumers at the beginning. Now the booming market prospect has 'flyed into the homes of ordinary people'. It cannot be said that the packaging of the product has played a huge role in boosting.

In general, the author believes that future facial cleanser product packaging should also pay attention to the following points: First, the packaging design must always follow the principle of people-oriented; secondly, the use of new materials and new processes to enhance product quality and shape brand image At the same time, we must adhere to environmental protection, try to use recyclable and decomposable materials, try to simplify and reduce packaging materials other than the content itself in the design to avoid waste.

An excellent facial cleanser packaging is not only a stack of high-tech materials and colors, but also a manifestation of the corporate spirit and brand culture. Consumers not only need to see the characteristics of the brand and product from the packaging, but also want to see the business's emphasis on environmental protection reflected in the use of materials. The design can be comprehensive and concise, which is a good product. Facial cleanser product packaging.


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