Cosmetics packaging should not be personalized luxury

[Chinese Packaging Network News] Now consumers need no longer "upstart" type of luxury packaging, but can embody the cultural meaning and values, with a strong character of the packaging, "low-key connotation" of cosmetics packaging become Customers highlight the standard of taste.

On holidays, manufacturers with excessive packaging are always concerned about fears that they will be “invited” again in the relevant departments' sampling inspections. The packaging trend caused by moon cakes and alcoholic products has swept the world of gifts at one time. Tobacco, alcohol, tea, and electronic products are the worst-hit areas for packaging. Did not expect this time, cosmetics are also eyeing.

The country's requirement for excessive packaging of cosmetics is that the gap of cosmetics packaging is less than 50%, and the number of packaging layers must be limited to less than 3 layers. In addition, there is a non-compulsory standard that the total cost of all packaging except the initial packaging should not exceed 12% of the sales price of the goods.

Recently, the Shanghai Municipal Bureau of Quality and Technology Supervision has carried out packaging supervision and inspection on commodities that have been formulated by the State to restrict excessive packaging of products such as cosmetics and food. Among 37 batches of cosmetics, 4 batches were unqualified, including Yi Xin Tang. The combination of honey, "Appropriate Materia Medica" Yue Yan Huan New Gift Box, Han Shu "Whitening Special Run Care Set", etc., the reasons are not up to standard packaging clearance is too large.

In fact, cosmetics as a product that brings beauty must first be beautiful and unbeatable. Under the background of escalating the level of consumption, consumers do not really care that the packaging of cosmetics is more exquisite. In the eyes of the 85th and 90th generations now, many The importance of cosmetics packaging in line with their aesthetics has been comparable to the efficacy of the product. Moreover, young people's current consumption channels are mainly online, and the assessment of the quality of cosmetic packaging after unpacking often affects their judgment as to whether cosmetics are genuine. The strategy director of YANG DESIGN once shared the personality just needed, and the cosmetics packaging in the future will change a lot. She put forward the theme of "more virtual and more real". In the virtual network world, there is a "fantasy subunit" and "subtle cold unit". “Two major groups, for these subjects, the share of metallic elements in cosmetic packaging materials has increased. The real arts and crafts include two groups of “fun” and “Yugan”. popular.

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We can also see that cosmetic counters that look like high-end cosmetics piled up with precious materials have become scarce, and there are more and more products that are “bright, cold, and clean”. Perceived this trend, more and more brands cooperated with famous animation IPs or joined popular stars to launch co-branded products. For example, Ke Yan and Taiwanese popular band Soda Green joined the band's 10th anniversary to launch the whitening mud mask of Amazonia “Soda Green”. The "Lithium Oxygen Limited Edition" calls on young people to participate in environmental protection and public welfare. It is a good opportunity to take this opportunity to show their environmental protection attitude. Soda Green fans naturally cannot miss it. AFU AFF launched the “Any Door Gift Box to the Rose Garden” in hand and launched a combination boxing game. Whether you are a follower or a supporter of the blue fat, you should always want to bring this gift box home. It. When referring to the combination with animation IP, I must mention the mystery. After printing the images of Xiao Huangren, Hello Kitty and Star Trek, although the formula and efficacy are the same as those of the old product, the “fan effect” makes the penetration of the same product. The rate and popularity have greatly increased.

The cosmetics brand is also consciously combining cosmetics packaging with internal materials, not only through packaging eye-catching, in September, in order to celebrate the 25th anniversary of the birth of the "The Simpsons", MA, C Charm can "The Simpsons" theme limited makeup series in US listed, the series of makeup including Spring Town residents nail stickers, Simpson classic color lip gloss, Patti and Semar four-color eye shadow, Simpson series of false eyelashes and Maggie portrait peach powder.

With the growing demand for environmental protection, green eco-friendly packaging is also becoming a trend. Harmless, non-pollution, renewable and environmentally friendly packaging is increasingly valued. For example, the pomelo water muscle source packaging box of grapefruit house can be recycled. After removing the muscle source liquid, the outer packaging can be used as a pen holder. Now some product packaging uses degradable environmental protection materials to reduce the environmental impact. Influence, protect the earth. It can be seen that external packaging is becoming a unique opportunity for cosmetics brands in the market. As mobile phones and life are not separated, the mobile packaging that supports applications has left as an innovative form to attract consumers. We can imagine that Can you charge the phone directly with cosmetic packaging?

Customers have a dual-appropriate heart of packaging products. They must “keep” the United States, but also “beads”, and “buy the beads for them” are gradually being accepted by mainstream values. What consumers need now is no longer an “upstart” type of luxury packaging, but a package that embodies cultural meanings and values, with a strong personality. “Low-key and connotative” cosmetics packaging becomes the standard for customers to highlight taste. . As a product shell, product packaging is a comprehensive reflection of brand philosophy, product characteristics, consumer psychology, it directly affects the desire of consumers to buy, rely on product packaging to establish the affinity of products and consumers is still a good choice.