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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
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