New trend in makeup packaging

[China Washing Cosmetics Network Report] It is well known that color cosmetics packaging is necessary to convey its own charm, so that art enjoyment and portable functions are integrated. At present, it is well known that consumer behavior is directly affected by the economic climate. Although the economy is recovering, its impact on makeup consumers has not been effective, but everything is just around the corner. However, it is followed by the makeup consumers who seem to be more careful and more critical.

According to Mintel's latest market research analysis, only 27% of respondents in 2010 said they would switch to the make-up brand, but would avoid over-purchasing, down from 33% in 2009. In addition, compared with 45% in 2009, only 39% of respondents in 2010 indicated that they are eager to reduce sales and try to buy only promotional products.

Kat Fay, a senior beauty analyst at Mintel, pointed out that “women are really starting to shop around when they buy makeup and care products. The days of buying beauty and beauty makeup without hesitation are gone.” Nearly 1/4 Respondents indicated that they would go to several stores to compare prices, and 16% said they searched more online for products and their prices.

Therefore, the outer packaging of the product is as crucial as ever. Adding value-added outer packaging and exquisite accessories to the product will have a significant impact on stimulating consumers' potential purchase desire. The suppliers in this market segment are also committed to producing products that integrate art enjoyment and portability, and bring pleasure to consumers.

Artistic enjoyment

If the outer packaging is only limited to the scope of a make-up tool, then it is isolated. Here, the function of the package is two-fold. It conveys its own charm and plays an important role in the user experience.

Topline's sales director, Damien Dossin, said that the ability to enhance product performance, make makeup tools easier, or to teach consumers how to use the product's make-up packaging is still the main trend. “The lipstick case that enhances the shiny effect can create a perfect 'smoke 瞳' eye shadow pen, which saves time and can make a fascinating blushing foundation cake, which is a model of success.” Dossin explained, “I can improve the use effect. The ingenious packaging, such as the rhythm of the free conversion effect, is a big trend we can see."

Dossin added that the challenge for merchants is how to design a user experience that is easy to use, has superior performance, and has products that can be used by the general public. “Topline's innovation in the beauty market is always so different – ​​we are committed to ensuring that the packaging and formula complement each other and optimize the customer experience, creating a new concept for the beauty tool style and the ingredients with unique makeup effects. ”

To enhance the sensory experience of consumers, Topline has incorporated a special sponge into its new product packaging for the first time.

To clarify his point of view, Dossin cited two recent projects from Topline: "Almay Smart Shade Foundation uses a special filling technology that allows consumers to immediately recognize the product's functionality of skin care and make-up - performance The best proof of strength. The Maybelline Instant Age Rewind Eraser Treatment Makeup highlights the unique, patent-pending micro-cosmetic tool that fills the skin and leaves skin smooth and flawless for a younger look."

Mike Warford, domestic sales manager at ABA Packaging Corp, points out that in the mascara and lip gloss markets, product performance and packaging are particularly close. “Unlike other make-up packaging, the effectiveness of mascara and lip gloss relies heavily on packaging. The mascara and lip gloss shells must not only fit the product just right, but must also be a makeup tool that enhances the overall effect. The design of the mascara brush, Coordination plays an important role in the overall use of the product."

The slightest inconsistency in the production process of the mascara brush or its accompanying accessories will make the original perfect product eclipse. Warford said that the impact of the design and consistency of the makeup tools on the effectiveness of the product should not be underestimated. The design, functionality, expressiveness and consistency of brushes and smudge tools are most emphasized during the product development phase. We have also seen that brushes and smudge tools are becoming more and more popular behind the product.

Arrowpak has always been at the forefront of nail polish packaging innovation, and its products always predict trends.

ABA operates the German-made OEKAbeauty beauty makeup tool line, according to Warford. "In this field, the company has the best production technology. Many of the mascara brushes they introduce are designed for specific uses (abundance, Designed with lengthening and curling. During the development of the product, they used the “inside flat panel test to analyze the performance of the make-up package. ”

Make-up packaging: thick, long-lasting, handsome and refined

Jeffrey Haye, Vice President of Global Sales at World Wide Packaging (WWP), pointed out the questions customers often ask: “What is the difference between what you have done and what others have done before?” he said, “Our customers know the packaging. The key factor is to add value to enhance the appeal of the product."

According to Hayet, color is no longer the primary factor in leading make-up packaging. In addition to color, there are many that can appeal to consumers. He said, "We are proud to tell you that we are now capable of producing products that look small and delicate and have a different texture than other products. This new product looks elegant and elegant, but its structure can It saves a lot of cost for the consumer. In addition, there is a magnetic element on the outer casing, which makes the seal look different from the ordinary seal. It is unique. In the process of developing this product, we have created a never Have a market."

Topline's Dossin also emphasizes that chain design is a fashion innovation. He said: "Unlike other common designs, this chain design can be rotated. With its three-dimensional design, it has been popular since last year's new appearance. Stereoscopic visual design continues to push the requirements of traditional closure design. The brands are paying attention to this aspect, and the designers are pursuing more coordination - beautiful packaging that perfectly matches the quality products."

Alisa Williams, director of packaging and personal care packaging at Eastman Chemical Company, points out that the challenge now is to design a scratch-resistant outer packaging. “Many packages are symbolic to the brand – so brand owners are looking for packages with specific shades, high gloss, anti-fingerprint and scratch resistance.”

The charms mentioned by Williams are one of the selling points, and if they do not push up the mail order, the brand identity is in a dangerous situation. “Successful in maintaining the original packaging aesthetics (color, product name, or symbolic meaning), you can also add a UV coat.” Eastman Eastar CN and Eastman Eastar AN are specially designed for the lip gloss, eye shadow and eyeliner shells. They are so extraordinary, elegant and chemically resistant.

Eastman's Glass Polymer make-up ingredient family has created an original design that replaces traditional polymer materials with irresistible forces. The packaging material can be cast into different shapes, and its robustness is unquestionable.

Multifunctional product

More and more discerning makeup consumers are thinking more than they thought before they buy it. They want to know what they can get. If they realize that buying this make-up means more than one function, then this one The sale is successful. Taking into account the consumer's considerations, suppliers are introducing more versatile and convenient products.

Rebecca Goswel, global creative director of HCT Packaging, said that consumers nowadays demand more and more versatile and convenient products. "Because of the diversified and fashionable formula requirements, we are striving to break through and integrate the strengths of various products-- Not just in the field of nursing.

Goswell said that in the near future, make-up will be developed into a variety of occasions, and their functions will be more abstract, making consumers feel like they are using an art palette. “This will set off a wave of color exploration,” she said. “The brands will adopt a more modern and subtle way, and they will dare to break the stereotypes and classify products based only on texture and color, rather than on the specific location of the face. We are looking for new breakthroughs, not only in the cosmetics world, but also in art, technology, and jewellery. More and more new brands are almost consistently moving closer to stereo accessories rather than traditional cosmetics.

Eastman's glass polyester Glass Polymer component enhances product packaging clarity, chemical resistance and other corrosive effects, and is designed to be very convenient and highly malleable.

Goswell noted that many make-up brands respond to sustainable and environmentally friendly needs by introducing reusable packaging products or special product lines using materials such as aluminum, aluminum-zinc alloys and wood. “Smart ergonomics and story-telling portable products are still a priority for brands that need to launch limited editions to drive consumption during the year,” she said. “These products can sit on the shelves and pass smart accessories and Fashionable tones for product updates. In the next 12-18 months, the armor market will show tremendous growth potential. This field has been brave enough after years of weakness to justify the need for innovation in the market. Let our HCT designers get busy.” Goswell added that over the past four months, HCT has registered more than 18 design concepts.

Jim Slowey, Jim Slowey's sales director, also joined the ranks of nails. He said, “The hottest thing is now the nail products. The products that have been the most unappealing, nowadays start from a new trend with a long-lasting bright gel-like bright nails. We will spend years in new things. On--and new ideas."

Environmentally friendly, durable and beautiful is the key

The strategies used are negligible – multi-functional, innovative makeup tools, green accessories or self-charging – and the products must be different in the fierce competition to stand out.

Nick Gardner, executive director of HCT CA, emphasizes that green is a way to pursue product differentiation. “In the past few years, we can see that the trend of make-up is the pursuit of the interests of retailers holding their noses. Nowadays, a single eye shadow tone is not enough to satisfy consumers. The palette must be bigger and bigger. Persuasive, with primers, mascaras and professional brushes to make them more attractive. Our customers are more inclined to be environmentally friendly."

ABA's Warford emphasizes that color and matrix have far-reaching implications for attracting consumers. “In OEKAbeauty mascara and lip gloss and lip gloss packaging products, we are increasingly seeing an increase in the demand for unique decorations. Color gradients in portable products. Coatings are also becoming more popular, and they use the appropriate equipment and systems to provide these products. Tonal gradient coatings are also more popular than metal substrates."

WWP's Hayet pointed out that the novel printing technology is a pioneering work. Hayet said, “We have the ability to accurately print digitally on flat and plastic surfaces such as toner cartridges. We can print images on the compact instead of a simple label that other cosmetic packaging companies can't.”

HTC NY Executive Director Anthony De Marco splendidly summed up the demand for current makeup packaging purchases. Anthony De Marco said: “Customers are looking for unique packaging that will make them different. In essence, the whole trend is to find something new and original. Customers are not just looking for gorgeous packaging that is ugly. Now the packaging must be Be versatile, attractive and deliver information. Excellent packaging is a unique system, environmentally friendly, sealed but less mechanical and fun packaging."