Packaging trend of cosmetics brands

2021-06-20

The most basic component of a successful brand is not only its market positioning, but also its difference from its competitors. Once the goal is clear, cosmetic packaging plays a role in the performance and description of brand positioning. Nowadays, the packaging trend of cosmetics is changing almost every day. It has been proved that more creative packaging forms can not only bring visual enjoyment and convenience to consumers, but also promote their desire to buy goods. Now, when consumers buy goods, they are very interested in the experience of shopping, and they will be happy to accept the new technology. Therefore, the boundary between high-end products and popular products is becoming more and more blurred. At the same time, cosmetic packaging manufacturers and distributors spare no effort to promote innovative packaging, also hope to meet more needs of consumers within the acceptable price range. However, what kind of effect will it bring in cosmetic packaging? It's all up to the market. The most basic component of a successful brand is not only its market positioning, but also its difference from its competitors. Once the goal is clear, packaging plays a role in the performance and description of brand positioning. Any cosmetic packaging manufacturer should understand that the awareness of target customers will directly affect their brand strategy.

Today, there are too many cosmetic products to choose from, whether in supermarkets, specialty stores or on the Internet; And consumers have complex and demanding requirements for cosmetics, even for their cosmetics packaging. When female customers of any age or skin characteristics choose cosmetics, they will find the most suitable target brand for their age from various sales channels; Cosmetics companies will also make corresponding changes according to consumers' buying habits.

In order to attract customers of different ages or classes, cosmetics companies will launch a variety of brands of products, so now the cosmetics packaging manufacturers always have to keep up with the needs of consumers. The ever-changing needs of consumers also provide cosmetic packaging manufacturers with an opportunity to develop new technologies and pursue innovation. Take the cosmetics tube manufacturers as an example, their products have developed from the former pigment extrusion cosmetics tube to the current four-color printing tube and hot stamping tube. In the choice of substrate, multilayer coextrusion composite cosmetic tube, soft touch cosmetic tube, cosmetic tube with holographic effect, custom die-cutting cosmetic tube and mesh tone printing cosmetic tube are all good products for cosmotic tube manufacturer to stimulate audience's vision and purchase desire.

Taking transparent cosmetic tube packaging as an example, there are many processing processes to be completed, but it is difficult to form smooth transportation and transfer between these processes in the past, but now the mode of multi process combination production has become popular in almost all packaging. In addition, due to the diversity of colors and materials, metal packaging conveys noble and elegant temperament. Even simple packaging or simple positioning products will make people shine. Before the cosmetics packaging, the material form is single, no more than metal, plastic or glass packaging materials.

Now, any material, cut into any shape of small bag, capsule and composite packaging can be seen. For the choice of packaging style and material, the market positioning of commodity brand is the most direct determinant. Sometimes, the birth of a new cosmetic packaging technology can give birth to a unique packaging concept. In order to explore new areas, in recent years, food packaging also combines a lot of cosmetics packaging process technology, and has achieved very significant results.

Developing a new cosmetics brand, a very important factor is the cost and return. When a brand is positioned in a special distribution and sales channel, its retail price is determined, and then the cost of cosmetic packaging is determined. Now the product manufacturers are experiencing the challenge from the product, not only to meet the price restrictions of the retail market, but also to be different from competitors, to achieve their own profit goals, especially in the field of mass consumption.

Cosmetics tube packaging can make a brand exude unique charm and strengthen its brand effect. Whether it is selection, purchase, or use, an excellent packaging can enhance consumers' attention to the brand, and even loyalty. And a successful brand must have a strong support team, including sales, marketing, data monitoring, packaging design, etc. these experts should not only understand the needs of today's consumers, but also have a sense of innovation and be willing to choose new technological achievements in the field of packaging, which is the key to the success of any brand| The appearance and color design of cosmetic tube has always been in high demand for the packaging of cosmetics and personal care products, and there are many innovative schemes involving image design.

Tips from cosmetic tube manufacturers and suppliers:

Like any kind of commodity, cosmetics need to rely on packaging to achieve the final sale, and it is a commodity that relies heavily on the packaging of cosmetic tube. It is not only because of the characteristics of cosmetic ingredients that it needs reasonable packaging to protect the safety and stability of products, but also because cosmetics itself is a special commodity carrying people's desire to beautify themselves.

In order to achieve the successful design effect, we need to design the packaging of cosmetiic tube systematically and systematically.

Brand positioning expression of cosmetic tube

The brand positioning of cosmetic tube is to establish one's own market position or consumer's psychological position according to the demand of target market and the psychological demand of target consumers, so as to make a distinctive proposition for the brand, which should have great attraction to target consumers and establish a unique market position.

In the process of establishing this status, we need to have a carrier to speak for the brand. As the image representative of the brand, cosmetic tube packaging design can make consumers identify with the value concept and product quality of the brand through visual channels. Only after the brand positioning is clear, can the packaging design of cosmetic tube have a definite aim, serve the brand more effectively and become a meaningful design.

For example, CHANEL packaging is a representative of minimalism, eliminating unnecessary colors, choosing the classic black and white on the color, and blending it with light blue and light pink in a small number of products. For the shape of the container, Chanel chooses the design with a slight curve in the straight line, and the surface of the container is basically not modified, which shows the smoothness of a simple plane or surface, and perfectly presents the introverted and classic brand temperament.

The packaging design of cosmetic tube itself is a subject based on brand and culture, which requires designers to not only pursue the temporary benefits brought by creativity and fashion, but also make packaging design an important way to establish brand connotation and create lasting brand value by accurately grasping the brand positioning.

Rules of cosmetic series packaging

There is an unprecedented variety of cosmetics, and consumers have more and more choices. As an enterprise, it is necessary to classify and design the product packaging through the efficacy and composition of the product, so as to facilitate consumers to identify and purchase cosmetics. In the classified design of product packaging, it is mainly through the regular design of the changes of packaging shape, color, bottle stickers and other elements. Generally, the packaging design of series products can adopt the following combinations:

① The same cosmetic container shape, different container color. Cosmetics with similar efficacy but different use time can be used to implement the design scheme. For example: the same series of early frost and late frost, at this time more use two different color container color to distinguish the concept of time.

② The same cosmetic container shape and color. Bottle stickers with the same design style, but one or more design elements on cosmetic bottle stickers are changed. This design scheme is usually used for series cosmetics with the same function but different components. For example, cosmetics that belong to the same fruit series use the same design style of cosmetics containers because they all use fruit formula, but the fruit formula is divided into pomegranate, lemon, tomato and other formulas, so the corresponding fruit patterns can be drawn on the bottle to distinguish them.

③ Complementary cosmetic containers. This kind of design is mostly implemented by products with supporting functions. For example: the same series of shampoo and conditioner, in order to reflect the unity of the two, and suggest that consumers should use a complete set to increase sales, usually the packaging of the two will be designed as a whole, combined into a new overall shape.

In a word, according to the different classification of series cosmetics, using the corresponding design of cosmetics packaging, to provide consumers with a more effective, more intuitive, more convenient guidance of consumption, will benefit both enterprises and consumers.

The final design of cosmetic packaging

① Cosmetic container appearance design. According to the cosmetic packaging manfacturers, they can be divided into three types: simple and bright type, moderate change type and complex decoration type. The combination of plane and curved surface is usually used in the modeling of simple and bright containers, and the surface of the container has no relief effect, so the molding process of cosmetic containers is relatively simple. Because of its simple process and simple appearance, this type of container occupies a large proportion in the cosmetics market.

Some cosmetic containers are also relatively simple in shape, but the surface of cosmetic containers will be slightly modified. For example, there will be slight cutting and undulating changes on the surface of cosmetic containers. Some relief decoration or inlay some accessories on the surface of cosmetic containers can better interpret the product quality.

There are also some cosmetics in the design of the container more complex shape, decorative effect is strong, more symbolic. Although the cosmetic container modeling method is ever-changing, but in the specific design, we need to consider the positioning characteristics and attributes of the product, the complexity of the container process and the satisfaction of consumers with ergonomics when using the product, in order to obtain a beautiful and practical design

② Color design of cosmetic container.

Product positioning. The correct use of a cosmetic packaging color can produce a variety of impressions, such as lovely, mature, warm, sexy, steady, refreshing, strength and so on. Clear product positioning, cosmic container manufacturer to make the right color choice, so as to produce the psychological effect of business expectations in the hearts of consumers.

Selection of cosmetic container materials and use of printing technology. This is due to technical considerations. Different materials have different degrees of color realization. For example, plastic materials are not only easy to shape, but also can present any color, and can make pearlescent, colored, magnetic white, transparent and other effects. Another example: the glass cosmetic bottle for high-temperature ink screen printing, not easy to decolorize, color is more dull, and the use of low-temperature ink screen printing color is more brilliant. Therefore, the color selection of cosmetic packaging manufacturer should not only consider the visual experience, but also consider the realizability of technology.

③ Decorative design of container table. There are two ways to decorate the surface of container: texture and pattern. Texture usually covers the surface of the whole container. Texture can also be composed of words, which not only decorates the product itself, but also strengthens the brand. Patterns will be selected in the local container, pay more attention to the composition effect. There are many kinds of patterns, which can be lines full of formal beauty. These lines are usually soft and beautiful, and appear with words. Patterns can also be personalized and fashionable graffiti form. The pattern can also be in the form of color block, and the shape of color block can be regular or random, which is closely related to the product quality expressed by the product.

④ Cosmetic Bottle sticker design. Bottle stickers mostly appear in plastic, metal and glass cosmetic bottle packaging, while paper packaging is rare. The design of bottle stickers is similar to the surface decoration design of containers. They will arrange some texture, pattern, image and other elements, but the most important point of bottle stickers is the communication of brand and product information. Because the bottle stickers carry the text content, the design of bottle stickers pays more attention to the typesetting effect.

It should be pointed out that most cosmetics with cosmetic bottle stickers usually have front cosmetic bottle stickers and back bottle stickers. The back bottle stickers are usually only a large number of explanatory words, and the form is relatively simple, as long as the style is consistent with the front bottle stickers. The front bottle is pasted with brand name, product name, product brief function description and other text content, as well as logo image, raw material image, decoration image and other content. In the design, all the above elements should be incorporated into a harmonious form.

Cosmetic packaging design is an orderly and systematic process. Clear brand positioning and the appeal of brand concept should be the first design premise for designers. In the specific in-depth design, we should fully consider and refine the container's shape, color, surface decoration, cosmetic bottle sticker and other elements, so as to achieve the perfect packaging design.