The development trend of cosmetic packaging tubes

Entering the new retail era, consumption has entered an era of taste, function, and aesthetics. Packaging tubes are no longer simple containers, but are given a new mission. Creative classic packaging tubes have become companies to enhance brand value. The simplest and most effective method. Many creative packaging tube marketing cases show the charm of packaging tubes, but also provide brand new logic and strategies for brand marketing. As we all know, consumers’ purchase intentions are often affected by the “appearance” of the product packaging tubes. This is especially true for the cosmetics that the majority of female compatriots constantly chop their hands on.

On a large scale, now is the era of entertainment marketing, where the principle of user supremacy is emphasized, and all products focus on whether they can bring a pleasant experience to consumers. Different consumers have different expectations for different products, and there will be differences in aesthetics. This requires designers to fully consider the aesthetic inclination of consumers, pay attention to bringing consumers visual enjoyment, and guide them to produce helpful products. A good association to buy.

Specifically, the current popular cosmetic packaging tube design generally has the following elements.

First, start with the color. Strong-contrast colors and contrasting colors give people a lively and pretty beauty; simple design with low-contrast colors make it gentle and elegant; second, literary illustrations help out. Whether it is abstract painting, figurative painting or other styles, as an important form of modern visual communication, if illustrations are used well, the packaging tube will have an artistic sense; third, the product is creatively integrated into the packaging tube. Become part of the packaging tube. Between the virtual and the reality, it is full of interest; fourth, starting from the shape of the packaging tube, a packaging tube with psychological hints and associations will make the product more colorful; fifth, less is more. Packaging tubes are not a long story. The publicity area available for packaging tubes is extremely limited. Sometimes simple packaging tubes and highlighting key words can catch consumers’ hearts more instantly than tedious and lengthy advertisements. Sixth, Green. With the enhancement of the public environmental protection concept, more and more products are moving closer to the concept of green environmental protection on the packaging tube. A clean, natural, and environmentally-conscious packaging tube may not cost much, but it can ingeniously fit the current consumer's environmental protection mentality.

So in this era of change, what trends will the cosmetics industry have in response to the new retail era?

Environmental protection of packaging tubes

In the cosmetics industry, technology often brings high value to products, and many brands will choose to present their brands in a way that has a technological feel. In response to this trend, the concept of environmentally friendly packaging tube has entered the forefront of the times. This is an emerging technology branch that integrates multiple knowledge bases. It takes innovation and human-oriented ideas as its essence. It is in the evolution of cosmetic packaging tubes. , Increasingly occupy an important position.

From the most basic point of view, some brands will give the product packaging tube a sense of technology in the concept, and enhance the technical taste of the product, so how to interpret technology becomes particularly important. For example, when Proya upgraded the packaging tube, it successfully made the technological elements add points to the product packaging tube, as shown in Figure 1. Many of Proya's products are inspired by the ocean. The designer deliberately uses a special acrylic structure in the packaging tube to create the texture and romance of the ocean, thereby enhancing consumers' experience.



Furthermore, brand owners no longer pay attention to the pure sense of technology in the concept, but apply direct technology to the actual packaging tube. For example, many cosmetics nowadays have launched packaging tube designs with electric massage effects, applying environmental protection technology to the actual use of cosmetics, which has a better effect than artificial use of cosmetics. For example, a snow face micro-vibration massage brightening eye cream, which creatively combines the eye cream with the eye massage stick, when used, the micro-vibration stick can vibrate more than 130 times per second. Compared with artificially applying eye cream, this massage eye cream can fully help the absorption of eye cream and effectively promote blood circulation in the eye. L'Oreal Paris Brightening Eye Cream is shown in Figure 2.



In addition, adding environmentally friendly induction equipment to the cosmetic packaging tube is also an option for environmental protection of the packaging tube. This is the case with Shiseido's environmentally friendly induction air cushion foundation, as shown in Figure 3. The product uses a new cutting-edge sensor technology, can effectively use the light refraction effect, according to the body's water and oil balance changes, environmentally friendly adjustment of the base makeup color, the light perception adjustment powder adjusts the reflection of the ideal light according to the oil on the face, so that it can be synchronized with the skin condition. The skin reveals the original radiance, creating a translucent or silky matte finish. Similarly, Guangzhou Lisson Plastic Co., Ltd. also launched a sugarcane tube for cosmetics that combines environmental protection in the first half of 2020. This sugarcane tube is equipped with artificial connections on the surface, which can propose corresponding makeup methods according to the external environment such as the weather and the skin condition of consumers. It can be seen that with the advancement of modern technology and the research and development of environmentally friendly materials, various environmentally friendly cosmetic packaging tubes that focus on consumer experience will become more popular and become the mainstream.