Packaging Evolution Trend Of Cosmetic Bottles

Good looks have become a rigid demand for cosmetics!

 

To capture the new generation of consumers, we must start with visual "stimulation".

 

Appearance is purchasing power, and the "appearance economy" is detonating new potential energy of beauty makeup! The coexistence of appearance and strength has become the key to the success of beauty brands. New demands and new trends are constantly giving birth to new outlets in the beauty industry, as well as new packaging needs and opportunities.

 

Packaging has become a brand image and branded in the minds of consumers. How can cosmetics win the tough battle of product packaging with the help of the shareholder style of "beauty economy"?

 

The rise of small droppers, mini-packs...

 

Keep up with the trend and break out of the big market

 

The popularity and upgrade of beauty packaging is inseparable from market demand and trends.

 

In recent years, the continued popularity of essence categories has driven the production and innovation of essence bottles and dropper packaging materials. Dropper bottles make makeup, skin care products, and even hair care products look professional. Glass bottles and precise droppers allow users to fully control the dosage and usage. In this wave of consumption upgrades, the "dropper" with a sense of technology, professionalism and "The packaging quickly won the favor of consumers.

 

Commodities have become smaller and become a new consumption phenomenon. "One-person" products have been promoted to new favorites, and mini-packaged cosmetics are becoming more and more popular. The rise of mini packaging is closely related to the beauty consumption behavior of young women. On the one hand, they are more independent and pleasing to themselves in terms of consumption concepts, and on the other hand, they are gradually returning to rationality.

Now that the era of "self-pleasing" has long passed, pleasing oneself is justice, the promised brand loyalty has disappeared, and consumers' "desire to try new things" is undoubtedly revealed. The post-95s have faster demand iterations, higher consumption frequency, and earlier consumption stages. They are willing to try new products. Through the observation of the Xiaohongshu community, the current popular cosmetics among the post-95s are basically replaced on a monthly basis. The post-95s’ preferences for cosmetics show the characteristics of "monthly throwing away". Capsule lipsticks, mini perfumes and other mini versions worth pondering Makeup is popular among young people.

 

It is worth mentioning that consumers are becoming more and more rational. Out of emphasis on the quality of life, they hope that cosmetics can always be kept fresh during use. The Advent Calendar launched by beauty companies every year has become a very good shopping choice. All kinds of out-of-the-day packaging, exquisite and special design, add a lot of fun and surprise; star products, hot-selling products, The limited-edition products are all available. Although the portion is small, it can be used up in time, and the experience is all explosive. This form is very popular in the beauty industry.

 

There is "temperature" and "attitude"

 

Emotional Empowerment of Packaging

 

Establishing an emotional bond with consumption is particularly important in today's beauty market competition.

Consumers' demand for "new products" that are early adopters is increasingly strong. The Nielsen report shows that more than 64% of consumers are willing to try new products just because of the innovative packaging experience. What is even more surprising is that Nielsen found that the return on investment of a packaging design that can attract consumers' attention is as high as 50 times that of general advertising activities.

 

Visual "stimulation" has become a way to capture the new generation of consumers, and it is particularly important to establish an emotional connection with consumers. Consumers tend to buy products with "attitude", a sense of identity, a concept that fits, and that resonates with them emotionally. Packaging has become an important carrier to enhance brand tonality and convey brand emotion, especially among young consumers.

The number of consumers pursuing "little luck" or "smallness" is gradually increasing. Beauty brands should no longer stop at satisfying consumers' functional needs, but know how to use consumers' language and use packaging as a carrier to communicate with consumers. They communicate, evoke emotional resonance, and reinforce a sense of identity.

 

Emotional consumer psychology is a major feature of IP. In recent years, "co-branded" and "limited" beauty products have become the driving force for the younger generation to "chasing new trends". The wave of beauty x IP is bound to increase. The beauty crowd in the new era shows their own distinct personalities in the field of beauty makeup. Chasing dramas and stars, watching movies, and games are all post-95s who prefer leisure and entertainment, which also affects their choice of beauty makeup. They dare to try all kinds of cross-border co-branded beauty products, such as game style, court style, etc.

 

Using packaging as a carrier and injecting emotional temperature has become an important step for cosmetic brands to break through.

"Zero waste" is deeply rooted in the hearts of the people

 

The trend of environmental protection sweeps the beauty circle

 

In the cosmetics industry, sustainability, greenness, and environmental protection are gaining momentum, and consumers' awareness of ecological and environmental protection has increased.

 

Refillable packaging is gaining momentum. Brand Hermès recently launched a line of refillable lipsticks, and refillable beauty products have become a new beauty product trend.

 

In terms of attitudes towards brands, consumers will be "willing to spend more on brands with a sense of social responsibility", "pay more for a healthier environment and services", and "pay more attention to environmental protection and sustainable development". This also points out the development direction for consumer companies. Only by reflecting the value of the brand and winning word of mouth can it support the development of the brand for a long time.

 

The environmental protection of product packaging materials has become one of the important factors affecting consumer decision-making. As Mintel pointed out in "Global Beauty and Personal Care Trends 2030", in 2030, products and services should focus on zero waste claims, replacing beauty products with environmentally friendly packaging, and even strengthening the concept of "zero waste" in product ingredients will all be Favored by consumers.

 

More and more consumers are willing to pay for ethics or values, demanding that brands make tangible changes. Beauty companies have begun to work hard on environmental protection, such as reducing the application of non-recyclable plastic materials, accelerating the development and use of green degradable materials, launching empty bottle recycling actions, and improving the utilization rate of cosmetic packaging materials.

 

Sword refers to packaging innovation

 

Dig deep into new craftsmen

 

The innovation of beauty products is inseparable from the evolution and transformation of packaging. The future packaging design trend will pay more attention to the material, structure, sustainability and recycling of packaging, and establish in-depth communication and interesting experience with consumers beyond visual enjoyment.