As the first “outerwear” through which consumers understand a product and brand, packaging has always constructed the initial connection between customers and products through its imageability and concretization of brand aesthetics.
Good cosmetic packaging not only allows brand identity to be harmoniously unified through elements like color, text, and patterns, but also can visually seize the mindshare of consumers, form emotional connections with the product, and stimulate customer purchasing desire and behavior. As the Z-generation rises and new trends prevail, the younger generation’s new ideas and aesthetics are also increasingly influencing the cosmetic packaging industry.
Here are a few beauty packaging trends we have observed:
- The rise of refillable packaging
- The prevalence of eco-friendly packaging
- The emergence of accessibility and inclusive design
- Transparency and technology
- Packaging designs inspired by tradition
“Empties” Become Fashionable, the Rise of Refillable Packaging
As environmental awareness develops, the concept of sustainability is no longer just a trend, but a fundamental component in any cosmetic packaging design process. Whether a product is eco-friendly is becoming one of the factors that young consumers consider when developing brand affinity.
Previously, many products like Guerlain’s Orchidée Impériale Serum, Lancôme’s Absolue line, Dior’s cosmetics, and skincare, as well as products from OLAY, YSL, and Shiseido have precedents for refillable packaging.
Source: https://www.guerlain.com
Insights on Eco-friendly Packaging Patents
Looking at global patent filing trends, innovation in eco-friendly packaging remains limited, but China is in a leading position in terms of granted patents related to eco-friendly* packaging – the countries with the most granted patents are China (29% of global total), South Korea (9%), the US (7%), Germany (5%), and France (5%).
Source: Cipher/Mintel, *Refers to biodegradable/compostable/recyclable/refillable packaging used in food, beverage, beauty and personal care categories
As environmental awareness has improved, the cosmetic packaging industry has also undergone a “green revolution”. Paper materials, biobased plastics like PLA and PHA, natural bio-based packaging materials made mainly from plant fibers and starches, and seaweed packaging are constantly appearing in the public eye. However, to balance environmental friendliness, cost, and design, these cosmetic packaging solutions are not inexpensive. As a traditional packaging material, glass cosmetic packaging has mature craftsmanship, good quality and safety, and relatively low cost, making it a quality choice for brands looking to implement eco-friendly packaging.
More Diverse, Accessible, and Inclusive Design
As social expectations evolve, beauty brands are increasingly recognizing the importance of inclusivity in packaging design. This involves creating user-friendly and accessible packaging for individuals with different physical capabilities, as well as catering to diverse cultural preferences.
Inclusive design goes beyond aesthetics and extends to functionality. For example, brands are integrating easy-to-open caps and larger text on labels to accommodate those with limited dexterity or vision impairments. Some cosmetic brands’ packaging designs even include braille, demonstrating a human-centric approach. This ensures that all consumers, regardless of age or ability, can access and enjoy beauty products. More inclusive, human-centric design is being reflected in domestic beauty brands. For example, some brand’s packaging features braille, demonstrating care for the consumer.
Transparency and Technology
Digitalization, including digital and smart features. Specific design solutions include applying QR codes and near-field communication (NFC), augmented reality (AR), nano-printing and printed logic circuits (fully printed RFID), developing special sensors (temperature, humidity, barometric pressure, route recording), and applying AI technology. Many brands include QR codes on their packaging, allowing consumers to scan and learn about the production process of the products or raw materials, as well as the bottling date, enriching their understanding of the products. At the same time, leveraging AI technology can help brands open up the high-end customization market more quickly.
Packaging Designs Inspired by Tradition
Retro styles not only endure in the fashion industry but also hold a place in the cosmetic packaging domain. Particularly for some fragrance brands, the packaging design combines retro and modern elements, leaving a lasting impression on users no matter the era.
Source: Officine Universelle Bully
In summary, cosmetic packaging is evolving towards becoming more environmentally friendly, user-centric, and technologically advanced, in order to satisfy consumers’ new demands for products and brands.
