Packaging Creates Value for Products Creates a New Level of Packaging Design in Three Aspects

[China Packaging Network News] The impact of cosmetic packaging on product pricing is now evident globally, with luxury, premium, and ultra-luxury innovative products experiencing the most significant price growth.

A survey conducted by Mintel’s global consumer market reporting platform on 1,000 internet users aged 20-49 revealed that one-third of Chinese consumers had purchased luxury cosmetics in the past year. Among middle-class internet users, 55% expressed intent to buy cosmetics and perfumes in the coming year, highlighting a growing demand for premium beauty products in China.

Packaging plays a crucial role in connecting products with consumers. Based on the three key aspects of customer-centered packaging design—convenience (behavioral layer), trust (reflective layer), and pleasure (instinctive layer)—this article will explore these dimensions in detail.

Convenience: More consumers are seeking easy-to-use products. While the number of products labeled as “easy to use” is increasing, the Asia-Pacific region still lags behind global trends, indicating untapped potential. Portable, resealable packaging is becoming popular, especially for high-end products. Small packages are not only easier to carry but also offer more functional sealing options, enhancing user experience.

The mindset of "I can only afford what I need right now" is driving demand for convenient packaging in Asian markets. In this region, small packages are often referred to as single-use pouches, commonly used in daily necessities, beauty, and personal care products to provide affordable choices. For example, Unilever launched a 13-gram package of Surf Excel in India at just 2 rupees in November 2013.

On the other hand, disposable high-end pouch packaging is also influencing convenience trends. More products are using hard-shell pot-shaped packaging, which is both practical and avoids the perception of being cheap. This trend is now emerging in North America as well.

Trust: Consumers are increasingly concerned about harmful ingredients in their products. Negative news spreads quickly online and can significantly damage brand reputation. For instance, concerns over possible carcinogens in personal care products led to widespread negative reviews on social media, including incidents involving brands like Colgate, Black Girl, Crest, and Li Bai on Sina Weibo, where there was a sudden spike in public concern.

According to Mintel’s survey, 90% of Chinese skincare consumers worry about product safety, and 80% carefully check ingredient lists before making a purchase. In this environment, consumers associate natural packaging with natural products. As a result, some brands incorporate eco-friendly materials like plant-based plastics and inks to reinforce their natural claims. Vacuum-sealed packaging is also gaining popularity, as it implies fewer preservatives and better product preservation.

Engaging consumers directly has become another strategy. Brands are allowing customers to adjust active ingredient proportions, building trust through personalized interaction.

Pleasure: Packaging can bring joy and emotional value to users. Artistic and creative packaging is becoming a key differentiator. Personalization is increasingly seen as a consumer right. For example, 74% of Chinese consumers are interested in personalized air fresheners, while 25% of U.S. consumers view personalization as a key element of luxury.

Many brands have started offering customized products, with personalization now appearing in the cosmetics industry. For example, eSalon.com launched the eSalon Made for You haircare line in January, where customers describe their hair condition to receive a unique formula. Each package includes a unique number and the customer's name. Similarly, Japonesque introduced personalized random pattern packaging in its Velvet Touch makeup series, turning each product into a unique souvenir.

To meet the desire for self-expression, some brands are providing tools for consumers to create their own packaging designs, encouraging them to share on blogs and social media. Givenchy’s Play for Her fragrance line is an example, where consumers could customize their own packaging in 2012.

In conclusion, every aspect of packaging design influences a consumer's decision to purchase cosmetics. Effective packaging not only enhances the product's appeal but also shapes the consumer's emotional experience, making it a powerful tool in the beauty industry.