[China Packaging Network News] Cosmetic packaging affects the price of cosmetics products are now different, the same is true all over the world, but high-priced luxury, luxury and ultra-luxury innovative products are the largest growth.
The survey conducted by Ying Minte’s Global Consumer Market Reporting Platform on 1,000 Internet users aged 20-49 revealed that one-third of the Chinese consumers surveyed had bought luxury cosmetics in the past year, while 1,500 were over 20 years of age. A survey of middle-class Internet users shows that Chinese middle-class consumers have a demand for luxury goods, and 55% of them will buy cosmetics and perfumes next year.
Packaging takes on the task of communicating products with consumers. Corresponding to the three aspects of customer-centered packaging design: convenience (behavior layer), trust (reflection layer) and pleasure (instinct layer), the following will focus on these three aspects of analysis.
Consumer convenience: More and more products are required to be easy to use. Although the number of products with “easy to use†claims is increasing, the Asia-Pacific region still lags behind global trends, indicating that there are opportunities in the region. Portability means small, resealable packaging. Because the small package is easy to carry and uses more functional seals, this form is suitable for higher-end products.
The idea that "I can only afford the products I need now" is also driving the demand for convenient packaging in the Asian market. In this market, small packages are often referred to as stand-alone pouches, which are widely used in daily necessities, beauty and personal care products to provide customers with affordable options. For example, Unilever launched the price of 2 rupees and 13 grams of Surf Excel in the Indian market in November 2013.
On the other hand, disposable high-end pouch packaging products are also promoting the development of convenient packaging in the other direction. More and more products use hard-shell pot-shaped packaging, which is not only convenient, but also does not have the feeling of economical packaging. Imitation products now appear in North America.
Confidence: Consumers are increasingly concerned about harmful ingredients in their products. The news that they are unfavorable to the products will spread rapidly in the era of networking and will have a huge negative impact on the brand. For example, concerns about possible carcinogenicity of certain ingredients in personal care products led to negative reviews on social media, from brands involved in toothpaste security incidents, including China, Colgate, Black Girl, Crest, Black, and Li Bai on Sina Weibo. A sudden increase in the number of daily lifts can be seen.
Most consumers are worried about the ingredients, and Mintel’s survey shows that 90% of Chinese skin care consumers are concerned about product safety, and 80% often check product ingredients carefully before purchasing products.
In this environment, consumers will equate natural packaging with natural products. As a result, some brands use natural elements such as plant plastics and inks in their packaging to make the product's natural claims more credible. There is also an increasing number of brands that use vacuum packaging to preserve the product and to promote vacuum to consumers means that the product contains fewer "harmful" preservatives.
Encouraging consumers to participate in it has also become a strategy for some brands. Allow consumers to increase or decrease their own proportion of active ingredients in the product and increase consumers’ trust in the ingredients by engaging consumers.
Pleasure: Packages can bring joy to users in a variety of ways.
It is a practice to make the packaging artistic. Personalization is viewed by more and more consumers as a right. For example, 74% of Chinese consumers are interested in personalized air fresheners, and one out of every four US consumers thinks personalized. It is an important aspect of their definition of luxury goods.
As a result, many brands began to provide customized products, and personalization began to appear in the cosmetics field. For example, eSalon.com launched the eSalon Made for You haircare series (2.0 ounces, $19.95) in the United States in January this year. After the customer describes the hair condition in detail, he can get a unique hair color formula, and the product package has a unique number and the customer's name. The beauty brand Japonesque also adopted a personalized random pattern strategy in its Velvet Touch makeup series (Japonesque, January, 1st, 2014, UK, 1.5 g, 15.00 pounds) launched in January this year. Random product packaging can be personalized souvenir.
In order to cater to the needs of consumers to express themselves, some brands began to provide consumers with personalized packaging production tools to attract consumers to share their designs on blogs and social media. An example of this is Givenchy Play for Her (August 2012, France, 1.69 ounces, $78.29).
In general, each side of the packaging design will be a factor in whether or not consumers purchase the cosmetics. Cosmetic packaging can affect the mood of consumers.
