Consumers of beauty products have become increasingly well-informed and selective, prompting the cosmetics industry to come up with innovative ways to harness the power of packaging.
Studies presented at the International Packaging Symposium held recently by the Asian Packaging Network in Makati City showed that consumers look for the overall visual impression of a product; that 60 percent choose on the basis packaging, and 80 percent of purchasing decisions are made directly in stores.
Shoppers need only six seconds to glance at a product before moving on to the next. Packaging is thus everything, especially in the beauty industry.
ProPak Philippines, which is staging the 2nd International Processing and Packaging Exhibition at the World Trade Center on Feb. 5-7, 2020, shares a few tips about packaging to attract holiday shoppers.
Eco-friendly
According to ProPak, classic, vintage-style packaging made of recyclable or refillable containers makes the brand stand out. Locally sourced materials for packaging such as wooden, earthenware boxes, or organic pouches such as bamboo shoots, banana, coconut, and palm leaves help bolster the brand’s eco-friendly move.
It’s a plus if refilling services or buy-back schemes are available.
Cylinder and magenta
When it comes to shapes, a neuro-marketing study has found that cylinder shapes are the most eye-catching.
Meanwhile, the color magenta does magic when used as packaging. An eye-tracking study showed that consumer eyes are most drawn to products in the magenta spectrum. Experts advise to consider using alluring red or blushing pink packaging, because most beauty products go on the skin, and the brain subconsciously compares products to the natural hues of the skin and the lips.
Keep it simple
The less busy the package design looks, the better, experts assert. Consumers prefer brands that adopt clear and concise package messaging, those that embrace basic but elegant texts on solid or neutral color backgrounds.
Transparent or translucent package with a hint of text makes the product the packaging itself. The idea ties in with the eco-friendly trend because minimalist bottles and jars make them more likely to be reused and recycled.
However, ProPak advises that amid going less not to forget about the formula. Sales have been found to increase for companies that openly state what their products contain, so customers can choose for themselves what products work best on them.
