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Research: plastic cosmotic tube becomes mainstream of facial cleaner packaging

2021-06-06


In recent years, with the improvement of national living standards and the enhancement of maintenance awareness, the market of facial cleaner is becoming hot. While domestic brands are sold, foreign brands have entered the Chinese market, forming a hot market situation of Tuyang city. Therefore, cosmet tube manufacturer made a simple investigation on the packaging of the face cleaner.

1、 Objective to understand the packaging situation of the mainstream factor cleaner in the market and the influence of its packaging on the market

2、 The investigation place is Xiasha Wumei supermarket 3. The investigation time is September 11th, 2020. The survey object is the special area of the physical beauty supermarket, and several middle and low-grade brands (niviya, mansuretown, shiseidang, oreya, yulanyou, etc.) monopoly counters, as well as several customers 5

Analysis of survey results in wholesale facial cleanser tubes

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(1) The common features of the face cleaner packaging of each brand

1. all kinds of facial cleaners are basically packed with plastic cosmotic tube, with pipe diameter ranging from 30mm to 60mm; The capacity is between 80g and 300g; Cosmet tube has many kinds of materials, such as single layer, double layer and multi layer; It is divided into transparent tube, white tube, color tube, round tube, oval cosmotic tube, etc; It is equipped with round head, flat head, sharp head, flip cover, metal cover and other covers. The cover is generally used as far as the bottom of the package is complete (easy to use).

2. the differentiation of facial cleaner is high, which is the most obvious skin cleaning product, especially the foreign brands. This is obviously that consumers are not satisfied with the single cleaning function, and they have more requirements for the products. According to statistics, the single cleaning function of the face cleaner only accounts for about one third of the market share, while the whitening factor cleaner accounts for 35%. Other functions of the facial cleaner include moisturizing, moisturizing, grease removing, cool, anti-aging, acne removal and freckle removal, etc. At the same time, major brands have launched the facial cleaner series. A series of products of a brand often adopt a kind of appearance design style, and at the same time, there are some differences in shape, size or local color and text, giving people a sense of visual unity, and then, while the product refinement level is constantly improved, consumers do not feel a little messy, Instead, consumers will be considered perfect combination and the best match when they first see the series.

3. the most striking front of the packaging of the face of the face of the face is its brand logo, followed by a brief description of the function of the factor cleaner within ten words. If it is a series of products, it will have a series name. The back includes the use method, product formula, product efficacy, net content, shelf life, certificate of conformity, production number, barcode and other contents.

4. single color of package. Generally speaking, all kinds of facial cleaners are pure tones except words, and are most common in white. In addition, the tone is often adjusted according to the product characteristics and market direction. For example, some facial cleaners with vegetable oil will take green as the main color; The carbon containing factor cleaner is usually packed in pure black; Men's face cleaner is generally gray, black and some cold tones (such as blue); The packaging of the grinding factor cleaner is generally composed of two or three tones


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2) The differences of the packaging of facial cleaner of different brands

1. in the case that plastic cosmet tube packaging occupies the mainstream market, some brands will break the rules and go against the way in order to highlight the brand. For example, the face cleaner of mansuretown often adopts a kind of hard plastic packaging, which is covered on the top and the face cleaner is absorbed by pressing the bottle cap.

2. in terms of the color of packaging, some brands will change constantly, among which Neville's blue and white tone is the most classic. Nivea's face cleaner, especially men, always takes the blue background white words regardless of its content change. It has formed a similar effect of Coca Cola red cyclone. Consumers will produce a kind of conditional reflection, namely, they will immediately think of Nivea when they see the blue and white face cleaner packaging.

3. some brands will strive to lower cost packaging, reduce the price of facial cleaner by reducing the packaging cost, so they can gain competitive advantage in price and then occupy the low-end market. When it comes to low-end markets, the most famous is P & G, whose magnolia oil has fully inherited this glorious tradition. The face cleaner packaging of Yulan oil cabinet is extremely simple, so it can be said that there is no bright spot, and the style is uniform. They will not invest a lot of manpower and material resources into the packaging, so it can be said that the market positioning is quite clear.

4. in addition, when some brands concentrate on developing a certain market, they will pay attention to the packaging of a certain brand or series of brands, while other brands or series will not invest too much energy, which will make consumers feel that, in this market alone, they will do more professional than other companies. For example, mansuretown, avoiding the competitive women's face cleaner market, focuses on selling their men's face cleaner. The men's face cleaner has also formed a brand effect. Their big gray and pressed hard plastic bottles are not only synonymous with men in mansuretown, but also have become the symbol of mansuretown. Later, on the basis of fully occupying the men's face cleaner market, they also withdrew from the European history series, which belongs to men. Oxy, which is shining in the light of mansuretown, has also been recognized by the majority of men.

(3) The influence of wholesale cosmetic packaging on the market of facial cleaner

1. in the middle and low-level market, when people buy the face cleaner, the factors to be referred to are mainly brand, price, product efficacy, etc. From this point of view, the packaging of products can not be used as a tool to seize the market.

2. however, packaging also has potential relationship with brand, price and product efficacy.

(1) A good artistic design style is equivalent to a brand logo, and good packaging design is conducive to building a good brand.

(2) Packaging is an indispensable part of the product from production to sales, and it is the cost that must be invested. If the cost can be reduced, it is thought that the price of the product can be reduced or the profit can be increased, so the price of the product is closely related to the packaging.

(3) The text description on the package is very important. That is the most direct channel for consumers to know the products. The words on the packaging are the product effects that consumers know. In other words, what consumers recognize is not the real effect of the actual cleaner, but the words. In addition, the art design of packaging also has the function of explaining its effect. This effect may be subtle, but absolutely. For example, both facial cleaners contain activated carbon. The packaging of one kind of factor cleaner is white and the other is black. It is easy for consumers to choose black. In summary, the mainstream packaging style of the face cleaner in the market is consistent, but some brands will have their own characteristics. As for the impact on the market, the product is the key, the packaging from cosmetic packaging manufacturers is the secondary factor, but also can not be ignored.


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