In this highly annotated article, author and marketing/design expert Dr. Pascale Gauthier studies the beauty market to identify five ways it is evolving—and what that means to packaging:
1. Combining form and function—“Design encompasses ease of use and product performance—and it is essential for cosmetics.”
2. Helpful tools—brushes, sponges and other application tools.
3. Crossover ideas—“Packaging from different fields (food, pharmacy) could deliver innovative systems for use with cosmetics.”
4. New movements—from nail art to make-up for hair and new sampling packs.
5. Impact of the digital era—from ecommerce to blogs or “vlogs” (video blogs) that stimulate sales to “click and reserve,” a hybrid trade between physical sales and web.
She concludes, “The cosmetic industry is a real innovative factory always in flux for offering dreams and pleasures to its user, and helping to create an ideal world of beauty. Efficiency should not be forgotten and all the new active products and ingredients, as well as new materials and forms, are perfectly represented in the cosmetic sector.
“Preserving and improving this beauty capital that is so important in our image-centric world is a huge challenge that seems to be brilliantly successful partly because of innovative packaging.”
Much more to come in 2018 on design trends and new packages. Stay tuned.