Luxury packaging design is being pulled in many—sometimes contradictory—directions, from consumers' desire for environmental responsibility through recyclability, to the need for unique materials that deliver not just a product but an experience, too. But for one in four U.S. consumers, the choice to customize a product is one of the ways they define luxury-and packaging can often respond to the shoppers' need for personalization.
For instance, Sephora Collection Instant Airbrush Face and Body Bronzer features an aerosol spray with a customizable coverage dial that is designed to allow the user to select the desired coverage amount for the face or body. The easy-to-use product is said to instantly provide a luxurious, airbrushed look, and is infused with red algae extract, to protect the skin from environmental stresses and smooth out its appearance. The oil-free and lightweight formula is claimed to go on fast and stay all day for an even, glowing, flawless finish. The mistake-proof and water-resistant product is non-comedogenic, dermatologically-tested, and paraben- and fragrance-free.
Yet another example of the customizable trend is the KATE Art Dial Mascara (shown at left). It's part of the Spring 2012 collection, available in the shade BK-1. It features an integrated dial-comb said to create the lash impression of the user's choice, and prevent the product from prematurely drying due to a "special" twisting mechanism that dispenses fluid only when the dial is turned. According to the manufacturer, this highly functional mascara, with rubber and tooth combs, allows the user to do fine mascara work (separating lashes without clumping), and works easily with groups of lashes to create the style desired, "even after multiple applications." The fast-drying adhesive fluid is designed to maintain lash curl and lift.
And if creating the lash length and bronzer of your choice isn't enough, try customizing your tan. Sephora Solaire SPF 15-30-50 Crиme Solaire Ajustable (Adjustable Sunscreen) has been relaunched to feature a new name and new pack. Dermatologically-tested and paraben-free, the product offers three choices of SPF (15, 30 and 50) from medium to high protection to adapt to sun conditions, degree of tan or area the user wishes to protect. The sunscreen's two formulas are adjustable, water-resistant and are said to intensely and instantly hydrate the skin. Suitable for the face and body, the anti-UVA/UVB formula is claimed to protect skin from photo aging, and is said to be suitable for traveling.
Author Benjamin Punchard is senior global packaging analyst at Mintel.