Cosmetic packaging should be personalized not luxury

What consumers nowadays need Cosmetic Packaging is no longer "upstart" luxury packaging, but packaging that can reflect cultural meaning and values, with a strong personality color, and "low-key and connotative" cosmetic packaging has become the standard for customers to highlight their taste. . On holidays, manufacturers with excessive packaging history are always in fear, for fear that they will be "successful" again in the sampling of unqualified packaging by relevant departments. The packaging trend triggered by the Mid-Autumn Festival moon cakes and alcohol products once swept the gift industry. Categories such as tobacco, alcohol, tea, and electronic products were the hardest hit areas for packaging. Unexpectedly this time, cosmetics were also targeted. The national requirement for excessive packaging of cosmetics is that the gap of cosmetic packaging is less than 50%, and the number of packaging layers must be limited to less than 3 layers. In addition, there is another non-compulsory standard, that is, the sum of all packaging costs except for the initial packaging should not exceed 12% of the sales price of the product. Recently, the Shanghai General Administration of Quality and Technical Supervision has organized a package supervision and spot check on cosmetics, foods and other commodities that the country has formulated to restrict excessive packaging of products. Among 37 batches of cosmetics, 4 batches were unqualified, including Yixintang’s “soft moisturizing skin” The reasons for non-compliance of the standard are that the packaging gap is too large.

In fact, cosmetics, as products that bring beauty, must first be beautiful. With the consumption level upgrade, consumers actually don’t mind the packaging of cosmetics being more exquisite. In the eyes of many post-85s and post-90s now, Whether cosmetic packaging conforms to its own aesthetics is as important as product efficacy. Moreover, the current consumption channels of young people are mainly online, and the assessment of the quality of cosmetic packaging after the express delivery has been opened often affects their judgment on whether the cosmetics are genuine. The strategic director of YANG DESIGN once shared that the cosmetic packaging of the future will have great changes under the personality just needed. She proposed the theme of "more virtual, more real". There are "magic dimension" and "microcooling system" in the virtual network world. For these two major groups, the share of metal elements in cosmetic packaging materials has increased. The real handicrafts include two groups of "Fun Shouyi" and "Royal sense organs". The product's efficacy will be more and more concrete in packaging. popular. We can also see that seemingly high-end cosmetics that are piled up with precious materials on cosmetics counters are gradually decreasing, and there are more and more "cute, cold, and fresh" products.

Perceiving this trend, more and more brands have cooperated with famous animation IPs or joined hands with popular stars to launch joint products. For example, Kiehl's teamed up with the popular Taiwanese band Soda Green to launch Kiehl's Amazon White Clay Cleansing Mask "Soda Green-" on the occasion of the band's 10th anniversary. The limited edition of "Liuyang" calls on young people to devote themselves to environmental protection and public welfare. It is this opportunity to show off their environmental protection attitude, and sodagreen fans naturally cannot miss it. AFU held hands with Doraemon to launch the "Any Door to the Rose Garden Gift Box". After you hit the combo box, whether you are a follower of Afu or a fan of Blue Fatty, you will want to take this gift box home. Right. When it comes to the combination with animation IP, I have to mention Mystery. After printing the Minions, Hello Kitty and Star Trek patterns, although the formula and efficacy are the same as the old products, the "fan effect" makes the same product penetrate The rate and popularity have been greatly improved.

Cosmetic brands are also consciously combining cosmetic packaging with inner materials, instead of attracting eyeballs through packaging. In September, in order to celebrate the 25th anniversary of the birth of "The Simpsons", MA, C's "Simpsons" theme limited make-up series was launched Launched in the United States, the series of makeup includes Springfield residents nail stickers, Simpson classic skin tone lip gloss, Patty and Sema four-color eye shadow, Simpson false eyelashes and Maggie head peach powder. With the increasing call for environmental protection, green eco-friendly packaging is also becoming a trend. More and more attention is paid to environmentally friendly packaging that is harmless, pollution-free, and renewable. For example, the pomelo water muscle source liquid packaging box of the grapefruit house can be recycled and reused. After the muscle source liquid is taken out, the outer packaging can be used as a pen holder. Now some product outer packaging uses degradable environmentally friendly materials to reduce environmental impact. Influence and protect the earth. It can be seen that external packaging is becoming a unique opportunity for cosmetics brands in the market.