Follow us twitter facebook
Click here to suscribe toour free weekly newsletter click here
Packaging & design
| more |

Beauty packaging: What about brands’ expectations?

At the Beauty & Packaging congress, which was held at Le Vaudreuil on March 21 and 22, consulting and research firm specializing in cosmetic packaging, Invescomm, presented the results of a study on how the role and the future of packaging is perceived by insiders of the beauty industry.

In partnership with Premium Beauty News, Invescomm interviewed 182 marketing and packaging development managers working for beauty brands, with the aim to understand what is, according to them, the relative importance of packaging in the success of their products on the market and what are their expectations towards their suppliers.

Invescomm surveyed marketers about the importance of packaging in the success of their products.

While primary packaging is ranked in third place, after the brand and the effectiveness of the formula, as a factor influencing the consumer’s decision to purchase a beauty product, the overall aesthetics of the product is perceived as the first key to commercial success for a beauty product, before advertising, effectiveness of the formula, and the pleasure of grasping and touching.

However, as far as the future is concerned, the marketers who participated in the survey consider, that pleasure of use, aesthetics, environmental friendliness and dispensing convenience will be the four most important characteristics of packaging for consumers.

However, if the search for fun and sophistication have reached consensus, environment friendless is apparently dealing with several paradoxes.

However, while 86% of respondents believe that brands increasingly promote packaging added value, and 58% believe that the constraint of price may decrease the quality and diversity of packaging in the future, 65% believe that environmental constraints will have no impact at this level.

Furthermore, for the vast majority of respondents beauty packaging will be very different in 10 years.

Perhaps because of the increasing sensitivity of consumers to the composition of formulas.

Finally, concerning the relationship between brands and their suppliers, if the satisfaction level is correct, there are still significant improvement margins, with high expectations in terms of eco-design and innovation standards.

Vincent Gallon
© 2012 - Premium Beauty News - www.premiumbeautynews.com
| more |
latest news
Focus

MakeUp in Paris: 12 conferences at the agenda of the 2014 edition

The fifth edition of MakeUp in Paris will open its doors at the Carrousel du Louvre in Paris next June 12th and 13th. The organisers have announced at least 12 conferences on topics as diverse as the influence of neuroscience on consumer behaviour, intellectual property, microbial protection, the power and influence of blogs, the (...)

read more
job opportunities
Experts’ views
The revival of seniors

Pascale Brousse
The revival of seniors

At what age does one start using anti-aging creams in cosmetics? 20! At what age is one considered a senior in cosmetics? 60 or even 50! Yet the extension of life expectancy has led to radical sociological, technological and scientific breakthroughs. And among these major changes can be found the desire and possibility to live a (...)

read more
E-shop - latest publications
Regulations on the registration of cosmetic products in China
200.00 € excl. tax
Regulations on the registration of cosmetic products in China (part1)
135.00 € excl. tax
Regulations on the registration of cosmetic products in China (part2)
95.00 € excl. tax
United Kingdom: Premium Beauty Market Report
1700.00 € excl. tax
Sécurité des produits cosmétiques. Biélorussie, Kazakhstan et Russie
200.00 € excl. tax
MARKET REPORT : Black & Multi-Hued Beauty Trends
4000.00 € excl. tax
Go to top ↑

Features