COSMETIC PACKAGING: It is all in the packaging – trends of 2012

From going green to virtual interactive elements, cosmetic brands are getting very creative to stand out when it comes to their product packaging. In light of this, Cosmetics Design has observed what has been the packaging trends so far:

Metallisation

According to Euromonitor, metallisation has become increasingly popular in colour cosmetic packaging this year, providing a premium look without the price. “Metal keeps its position at the premium end of the packaging hierarchy, but the problem for manufacturers and brands is how to enjoy the benefits of metal without having to charge consumers exorbitant amounts for it.” In line with this trend, manufacturers including HCP, Albéa and Rexam have all launched products featuring the effect. Albéa’s Highshine Color sensational lipstick for Maybelline featured a co-polyester (PCTG) pink cap and a silver-plated ABS plastic base with a holographic film on all four sides to create a multi-coloured reflection of light within the packaging, giving off an air of luxury. With the global cosmetics packaging sector to reach as high as $24bn by the end of the year, market researcher Visiongain says “Cosmetic producers are adding integrated applicators and innovative techniques to its packaging and all these factors are enabling solid growth prospects for the global cosmetics packaging markets.”

Interactivity

Meanwhile, market researcher Mintel noted a rise in packaging and products that increase the interactivity between the virtual and real world. “Interactivity elements in beauty packaging will start to make their mark globally over the coming year and beyond,” says Nica Lewis, Mintel global skincare analyst. With many companies opting for QR codes, sound or videos, brands are becoming increasingly aware that interactivity can enrich the product experience – and ultimately bring it closer to the consumer than ever before. Urban Decay is one company that’s invested with its ‘Book of Shadows’ palette, featuring an USB port allowing users to download makeup tutorials and listen to music while applying the product.

Greener packaging

As industry professionals become more conscious of being green, the sun care sector has been driving the demand for products featuring sugarcane-based polyethylene packaging. In recent months, brands like J&J, P&G and Shiseido have introduced product lines onto the market from sugarcane ethanol a ‘100 percent renewable raw material that is also used as fuel in flex cars not only prevents CO2 emissions but also removes CO2 from the atmosphere.’ In January, Johnson & Johnson, teamed up with Braskem, a petrochemical company to develop bio-plastic packaging for its Sundown sun care line. “The sustainable balance of green plastic shows that for each ton of green polyethylene produced, 2.5 tons of CO2 are captured and sequestered. Another advantage is that green plastic is 100% recyclable using existing processes”, a Braskem spokesperson told CosmeticsDesign.com USA.

Source: Cosmetic Design, 19 June 2012

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