Brand packaging for personal care, cosmetics takes on new approaches, some with eye at cost-cutting; new 'holistic' approach includes all aspects in a complete packaging design process that cuts costs, raises impact, say experts

Lorena Madrigal

Lorena Madrigal

Feb 6, 2012 – Industry Intelligence

LOS ANGELES , February 6, 2012 () –

In the competitive market for personal care and cosmetics in which cost-conscious consumers are looking for value, brands are rethinking their packaging and new trends are emerging, according to packaging experts, reported Packaging News on Feb. 6.

Cost savings are being achieved through simpler packing and smarter ways of using packaging to promote the brand, although brands are being careful not to cut corners and harm their customer base as brand loyalty is tenuous in the current consumer environment, the experts commented.

One new strategy that saves costs and increases impact is the ‘holistic’ approach, said Ben Sillence, design strategist at Designworks Windsor. This approach includes everything from consumer research through to design and tooling for the packaging, Packaging News reported.

Other packaging consultants are expected to expand their services, possibly including digital, media and product design capabilities they didn’t previously offer, he said.

While consumers are looking for value overall, their personal care preferences are either at the value or super premium ends, “steering clear of the middle-ground brands,” said David Timothy, senior account director at Anthem Worldwide, reported Packaging News.

High-priced brands are not compromising on packaging, at least not now. This applies not only the well-established brands, but also to new smaller companies that are creating personalities for their products, said David Rogers, creative partner at We Are Pure.

Back in style is “minimalism,” which is using “much more simplistic packaging and making the product do all the work,” he said, reported Packaging News.

Cheap brown card stock is being used, along with clever language on packaging for organic products and trendy brands aimed at the youth market, for instance, said Rogers.

Still, it is not uncommon for brands to use embellishments, such as foil blocking and die stamping along with eye-catching pack structures, for their packaging in an effort to make their products stand out on store shelves, Packaging News reported.

Brands are willing to invest in new packaging designs if doing so gives the consumer “an enhanced experience or benefit,” said Sillence.

Purchasing premium personal care products is perceived by the consumer as a “lifestyle statement” that “they expect to be reflected in the pack design,” which they want to display at home, he said.

The primary source of this article is Packaging News, Croydon, England, on Feb. 6, 2012.


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