n Converging multiple sensory
experiences in one beauty package
can help it stand out on shelves.
Touch and sight are standard, but
sound and smell also are becoming
players in beauty packaging.
n Higher-quality materials typically
visually signal a higher-quality product
to consumers, as typically does a
product that is heavy in the hand.
n Engineering a sound for a product’s
package may seem extreme, but it
does help round out and tell the full
story about a product and its
attention to detail.
n Although fragranced packaging can
be tricky in beauty products, it is
increasingly being discussed, and
more brands are showing interest.
Create a unique sensory experience with
In most consumer categories, the package is the proverbial cover from which the book is judged—and beauty is no different. And a savvy brand realizes that it’s not only the look, feel and smell of the product inside that matters; when effectively put together, a package’s appealing multisensory
attributes can influence consumers as well.
Taking a cue from other categories that do this well—wine and
spirits, as examples—can lead to standout beauty packaging that
does more than just look attractive.
“New technology will offer even more exciting hybrid products
going forward, [and] innovation will come not only from beauty
but from complementary categories such as textiles, devices,
sensors, 3D and 4D printing, food and drink and automotives,”
says Vivienne Rudd, director of insight, beauty and personal care
at Mintel. “Of particular interest are new delivery systems and
packaging, both of which will see significant advances. These will
impact most beauty categories, but the sharpest focus will be on
skin care, hair care and fragrance.”
BY LISA DOYLE