What are the directions of cosmetic packaging design?

With the development of the current society, the variety of products has increased, and the packaging has also emerged in endlessly. The packaging nowadays is not only about practicality, but also needs to be able to perfectly set off the product, so that the product can increase its added value as much as possible.

1. Packaging display effect

The see-through packaging of the contents can be seen through the outer packaging, which is increasingly popular with consumers. Although this effect can be achieved through cardboard openings, many brand marketers are choosing to achieve this goal through a combination of packaging, embedding a plastic window in a cardboard structure. Cardboard and plastic will have a very effective combination in the future.

2. Material selection of packaging

Textured material packaging has become very popular. Texture is often produced by embossing patterns on a whole sheet of paper. When people pick it up, they find that it imparts a touch that is different from standard or smooth cardboard. Although there are more effects using smooth or matte, most customers still prefer a matte effect combined with textured materials.

3. Selection of packaging printing process

Packaging is mainly for display effects, so we need to add some unique printing processes on its surface, for example: adding bronzing and silvering processes to the logo company name or slogan will not only increase the overall three-dimensionality of the child, but also let the child More colorful and easier to attract consumers' attention. Or adding printing processes such as protruding and embossing will make your packaging full of three-dimensionality. Therefore, adding different printing processes to suitable product packaging will have different effects. However, you must choose a suitable process.



The external packaging of cosmetics is really important.

Because the first thing consumers see is the appearance of the product, for the younger generation of consumers, sometimes they love cosmetic packaging even more than the cosmetics themselves, and they tend to buy beautiful bottles and jars instead of unnecessary ones. The product.

According to a report issued in January by Marketsand Markets, the world’s second-largest market consulting company, the global cosmetics packaging market is expected to grow from US$49.4 billion (approximately RMB 345.51 billion) in 2020 to US$60.9 billion (approximately RMB 345.51 billion) in 2020. 425.94 billion yuan).

The report pointed out that the main reason for the rapid development of the global cosmetics packaging industry is that the global demand for cosmetics continues to grow.

So in 2021, what are the new trends in the field of cosmetic packaging?

Cross-border, interesting, topical

In the past two years, cosmetics cross-border joint incidents have occurred continuously.



Many people say that routines have been played badly. Although the cross-border co-branding method is no longer worth touting, but for the packaging form of cosmetics, it is indeed a shortcut to achieve creativity and can quickly attract consumers’ attention. , The joint name of different things means that almost unlimited possibilities can be created.

Shu Uemura and Pokémon once launched a joint beauty cosmetics. I have to say that Shu Uemura's nostalgic brand is very good. The IP of Pokémon has always been very popular, whether it is animation or games, it is deeply loved by young consumers, especially those born in the 90s.



The outer packaging of this series of co-branded cosmetics outlines Pikachu's outline with simple lines, which looks like a stick figure from a childhood, filling consumers' memories with color.

In addition, Netease Yanxuan and Huluwa launched 7 co-branded products. The 7 products correspond to 7 calabashes. The pattern of the calabash is printed on the product, and the color of each cosmetic is coordinated with the main color of the calabash. , So that consumers can not help but buy and buy.



Environmentally friendly and sustainable packaging

In recent years, due to the popularity of the beauty economy, the demand for cosmetics has surged. The global cosmetics market share will exceed 500 billion US dollars in 2019. This includes the important issue of packaging resource consumption, which has brought about the environmental sustainability of beautiful cosmetics brands. challenge. While continuously pursuing product sales, more and more cosmetics brands are beginning to pay attention to environmental sustainability.

Environmental protection is the most discussed topic today. Now a large number of young Chinese consumers are becoming more and more aware of environmental protection. In order to express their support for environmental protection, and their contribution and behavior to environmental protection, They will be happy to buy this cosmetic.

For example, L'Oréal Group and Albéa announced that they will jointly launch cosmetic tube packaging, and said that this technology will accept a number of environmental tests by Life Cycle Analysis, and will be the first to be applied to La Roche-Posay's new 200 ml moisturizing sunscreen lotion.



According to foreign reports, some brands have developed alternative packaging technologies that use bacterial cellulose as cosmetic packaging materials. Bacterial cellulose, also known as 'microbial cellulose', has good biocompatibility and degradability, and is a cutting-edge technology to reduce environmental pollution.

Environmentally friendly packaging is an inevitable trend in the development of cosmetic packaging and an important means to enhance the competitiveness of cosmetic brands.

In the future, environmental protection will become a great competitive advantage for cosmetics brands.

Antiviral packaging is a big trend

According to incomplete statistics from public reports, since July 2020, new coronaviruses have been found on the packaging of imported frozen food in my country many times. Studies have shown that viruses can survive on plastic surfaces for the longest time. Under normal environmental conditions, viruses can only survive in the air for 3 hours, but they can survive on plastic surfaces for about 3 days.



With the outbreak of the epidemic to the current virus mutation, consumers will worry that the products they come into contact with are not clean, and cosmetics are no exception. Therefore, anti-viral packaging may become a trend.

In a survey conducted by 'Packaging News' magazine and Sun Chemical, 267 readers reported that they are willing to spend more money on packaging anticorrosive products.

Some professional researchers added cinnamon essential oil to cosmetic packaging and found that it can decompose bacterial cell membranes and mitochondria, make them penetrate, and finally decompose.

In addition, a new study by University College London found that the antiviral coating formed by the aggregation of tiny gold clusters embedded in crystal violet polymer can produce a kind of active oxygen under light, which can destroy the bacterial protective film Sterilizing with DNA can prevent cross-infection after people come into contact with products, and play a great role during disease outbreaks.