Trends In Cosmetics & Personal Care

"The realm of package design in the cosmetic / beauty industry is more interesting than ever as innovation and creativity are reaching new heights," says Christiana Recheck, graphic designer at full service retail design agency Sheridan Co. "What defines a product and its packaging is constantly being challenged and re-thought. 

"The realm of package design in the cosmetic / beauty industry is more interesting than ever as innovation and creativity are reaching new heights," says Christiana Recheck, graphic designer at full service retail design agency Sheridan Co. "What defines a product and its packaging is constantly being challenged and re-thought. The speed of change is associated with with the way in which ideas are being shared. The surge of blogs and the giant community of Interest cause such a sharing of information that no sooner is an idea or trend out, then it is being improved upon and redeveloped again." Christiana continues: "One trend that I have noticed of late is a variety of different, creative shapes being utilized in packaging. Designers are literally thinking outside the box. Products are displayed in so many unconventional ways, stretching the limits of what a secondary package actually is. Customization is a key trend across the board in the industry, with people creating their own fragrances, designing their own colors of lipstick, choosing just the right pattern for their personalized product, etc, all things which essentially help to make the consumer part of the design process."  Customization A nice example of this trend is Urban Decay's 'Build Your Own Palette'. This eye shadow product incorporates a tin palette that allows users to fully customize the kit with different shades. HCT Group collaborated with Urban Decay to create both the palette and single eye shadows which have been redesigned to allow the well to easily pop out by a simple push from the base.  As a result, customers are given the opportunity to create their own bespoke kit, choosing their favorite six shades to pop inside. HCT updated the original eye shadow packaging, adopting design that allows the wells to be removed and inserted into the tin palette giving the customer endless possibilities to create a variety of looks. Another trend identified by Christiana Rap check is the unexpected use of unusual materials in both primary and secondary packaging. "Nothing is off limits," she remarks, "from uncoated natural eco paper or wood to cutting-edge new synthetic materials." Indeed, earlier this year Provence brand "Au Pays de la fleur L'Oranger" caught the eye of Packaging Europe with its wooden caps, manufactured by Pujolasos. These components were developed specifically for the customer working on a bespoke shape and two opposite colors: a clear cap stained in tobacco, a light color which reinforces the wood natural grain and makes each pack unique, and a dark cap colored in deep black intended by the brand to convey 'mystery and solidity'.  Environmental concerns As in other market categories, ecological considerations are a high priority for image-conscious brands.

The last year has seen several personal care products adopting new materials for green reasons. In particular, the personal care market is set to lead the way in interest in bio-plastics, as using 'natural' packaging materials amplifies complements  and amplifies a communications strategy that emphasises that the product itself contains natural ingredients. A number of top brands have already adopted bioplastics in their product lines and in some domestic markets trademarks have been developed to help consumers identify products that use bioplastics. this trend has prompted Spectra Packaging to launch a range of biopolymer solutions targeting the market. The UK based firm offers opaque bottles and containers produced from the ethanol from sugarcane. Spectra's commercial director, Gavin Chenery comments, "We're extremely excited about our new bio-based packaging capabilities. With a continually volatile oil market, the opportunity to produce packaging using a sustainable source such as sugarcane presents massive possibilities for the future. Using materials that help reduce global warming offer unquestionable benefits for the environment". Value and quality While analysts have noted that consumers hit by the global recession have been reluctant to focus their personal economies on the personal care area, Clive Broadbent, director of Global One-Pak, has detected a growth in offerings which deliver better value without compromising the suggestion of high-end experience into which they are buying. "There is definite growth in the personal care sector in high volume products," he says. "As post-credit crunch consumers have demanded value, family-size and economy packs have mushroomed among the major brands. With consumer expectations for value and quality hitting an all-time high, manufacturers need to invest at pack design stage to stand out from the crowd."  One recent example of Global One-Pak's work in this context is the Jumbo Pack it designed for Matley Green's Just One 3-in-1 body wash, shampoo and conditioner. Clive continues, "Matley Green wanted to take a 750ml 3-in-1 shower product to market, aimed for use by the whole family every day, so it needed to be a large pack. Designed a 750ml square bottle with a Jumbo Pump. The bottle shape maximizes retailer shelf space and reduces shipping costs due to its efficient design.

The pack also fits neatly on the edge of the bath or shower and is robust for frequent use. paid special attention to the ergonomics, to ensure the Just One pack didn't need to be picked up. The 3.5ml Jumbo Pump dispenser features a large actuator providing comfortable support, especially when hands are wet - much easier to use than a traditional dispensing cap." Power of labeling Brands looking for maximum aesthetic impact while controlling the costs of packaging materials have often looked to the label as the key visual medium, particularly as the quality and versatility of print reaches new levels. As important as the design it is the attention to quality, and in the latter observe more and more customers going to lengths to secure consistency in the delivery of their labeling. A particularly successful example of a personal care company using labeling as the standard bearer of the brand this year was Crystal Spring, which has a range of natural skin care, deodorants, hair care, toiletries and oils. Having chosen a distinctive, eye-catching design, Crystal Spring decided that it was essential to guarantee correctly positioned labeling in order for the labels to effectively promote brand awareness and boost the consumer appeal. In order to do so, the brand decided to invest in equipment that could reliably label different-sized plastic containers. In the event, a Pack Leader high capacity PL-501 label applicator, supplied by distributor Advanced Dynamics was installed. The versatile PL-501 purchased by Crystal Spring is designed to apply pressure sensitive labels to round containers at up to 40m per minute, has a one-touch screen for easy operator use and can accurately place a wide variety of labels every time. Crustal Spring managing director Thomas James Laird explained: "Our product range is designed to stand out on the shelves so the labels must be of consistently high quality and accurately placed. The PL-501 is performing perfectly. It handles all the different sized bottles - there can be 10 to 15 types in a batch - seamlessly and has helped us improve our production times."

Source: Just One