Follow us twitter facebook
Edition: Global
Click here to subscribe toour free weekly newsletter click here
Packaging & design

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
latest news
Focus

MakeUp in Paris: The countdown has started before the 2020 edition

The next edition of the BtoB trade show dedicated to the make-up and skincare value chain will be held on June 18th and 19th at the Carrousel du Louvre. Once again, MakeUp in Paris will gather key suppliers of packaging, formulation and full-service solutions for the make-up and skincare markets. The event will feature: latest (...)

read more
job opportunities
Experts’ views
On center stage, the floral bouquet is making its come back

Émilie Coppermann
On center stage, the floral bouquet is making its come back

Just like fashion that is eternally being reinvented, perfumery also works in cycles. And the floral accord is no exception. The very essence of femininity, today floral fragrances are less invasive than in the 1980s, as was the case with Poison by Christian Dior. At the end of the 1990s, floral accords were replaced by clean musky (...)

read more

Features

We use cookies to give you a better browsing experience. By continuing your visit to this site, you accept the use of cookies. Read more and set cookies
close