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

[China Packaging Network News] The packaging of cosmetics significantly influences the pricing of cosmetic products, a trend that is observed globally. However, luxury, premium, and ultra-luxury innovative products are experiencing the most substantial price growth.

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

Packaging serves as a crucial bridge between products and 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 products that are easy to use. Although the number of products labeled as "easy to use" is rising, the Asia-Pacific region still lags behind global trends, presenting significant opportunities. Portable packaging, such as small and resealable pouches, is becoming increasingly popular. These designs are not only convenient but also suitable for premium products due to their functional sealing features.

The mindset of "I can only afford what I need now" is also driving the demand for convenient packaging in the Asian market. In this region, small packages are often referred to as single-use pouches, commonly used in daily necessities, beauty, and personal care products to offer affordable options. For example, Unilever introduced 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 shaping the direction of convenience. More brands are adopting hard-shell pot-shaped containers, which are both practical and convey a sense of quality rather than economy. This style has started to appear in North America as well.

Trust: Consumers are increasingly concerned about harmful ingredients in the products they purchase. Negative news spreads quickly in the digital age and can severely damage a brand’s reputation. For instance, concerns over potentially carcinogenic ingredients 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 the number of daily complaints spiked dramatically.

According to Mintel's research, 90% of Chinese skincare consumers are worried about product safety, and 80% carefully check ingredient lists before making a purchase. As a result, many consumers associate natural packaging with natural products. To build credibility, some brands are using eco-friendly materials like plant-based plastics and inks. Others are promoting vacuum-sealed packaging, signaling to consumers that the product contains fewer preservatives.

Engaging consumers directly has also become a strategy for some brands. By allowing customers to adjust the concentration of active ingredients, companies can enhance consumer confidence in the product's formulation.

Pleasure: Packaging has the power to bring joy and emotional satisfaction to users. One way to achieve this is through artistic and aesthetically pleasing designs. Personalization is increasingly seen as a right by consumers. For example, 74% of Chinese consumers are interested in personalized air fresheners, while one in four U.S. consumers considers personalization an essential part of their definition of luxury.

As a result, many brands are offering customized products, and personalization is now common in the cosmetics industry. For instance, eSalon.com launched the eSalon Made for You haircare line in January, offering a unique formula based on individual hair conditions, with each package featuring a unique number and the customer's name. Similarly, the Japanese brand Japonesque introduced a randomized pattern packaging for its Velvet Touch makeup line, turning each product into a personalized souvenir.

To meet the desire for self-expression, some brands provide tools for custom packaging, encouraging consumers to share their designs online. An example is Givenchy Play for Her, which allowed customers to personalize their packaging and share it on social media.

In conclusion, every aspect of packaging design plays a role in influencing consumer purchasing decisions. Cosmetic packaging not only enhances the shopping experience but also shapes the emotional connection between the brand and the user.