The cosmetic packaging sector is one of the markets with more fast-changing trends. In order to make sure that your brand is competitive and meet the consumers’ expectations in this global market, it is essential to follow the latest trends in the market.  

In the following blog, we will help your brand to identify the 5 main trends that will be in the cosmetic market until 2022. 

Customisation and social impact

There is nothing that captures more the attention of consumers than differentiation in communication. This can sometimes mean being disruptive and risking your brands’ image to make a difference and revolutionize the market. This is the case of Fenty Beautys’ communication. Consumers are constantly searching for a brand that promotes self confidence and transparency in a natural and human way. We can see in Rihannas’ campaigns how she uses different body models and promotes diversity and self love which is also reflected on her product: Fenty is one of the only brands that offers many different types of make-up foundation for every type of skin color. 

Customisation and inclusion is no longer a trend in this case, it is also a necessity and a movement that represents values such as equality and human rights. These new types of product also come with different packages to offer a complete customisation experience. The reason why this brand has become so popular is because it offers 40 different skin tones. This product revolutionized so much the cosmetic industry that in 2017 was nominated one of the 25 best inventions in the Times. Every make-up foundation came with a transparent aesthetic packaging which represented the values of the brand and also helped the customer to identify more easily their skin tone. 

With this example, we can see how consumers are looking for products that adapt more to their needs in a very personalized way. Creating the ideal packaging is always about representing brand values so that consumers can easily associate the product to the brand even before seeing the name. 

Sensorial packaging

Sensorial packaging is one of the future trends of packaging. It consists in seducing the consumer through small details such as adding materials in the caps, using perfumed labels or using innovative printing techniques. The aim of sensorial packaging is to connect with the consumer through a new buying experience that implies all senses: sight, touch and smell. 

This type of packaging is born from ecommerce since its aim is to provoke a reaction in the user when he or she unpacks a product. Since opening a product at home is not the same as a buying experience at a shop, brands have to be innovative and try to be as close as  possible to create a unique unboxing experience. That is where sensorial packaging starts: the first seconds that a consumer holds his new product, it is essential to cause a good impression through packaging. To stimulate the different senses and create an exciting environment is possible thanks to packaging that has been previously thought and designed for that main purpose. 

Multisensorial communication can be achieved in many different ways, using touch through different materials or emphasizing smell through perfume. 

One way or another, a good packaging always attracts the user, but an innovative design will be an unforgettable experience for the user. In order to fidelize clients, it is essential to surprise our consumer. So why not use all our senses?

Eco-friendly packaging

As we all may know, this is no longer a trend but an obligation since even public institutions and the European government are taking serious measures to ensure the protection of the environment. Thanks to these measures and also the consumers’ decisions to support sustainable brands, eco-friendly packaging is increasing in the last years.

81% of spanish population take into account the environmental impact of packaging and therefore decide to buy a product or another depending on the packaging material used. In terms of plastic, it is a very good option to use recycled plastic or reusable plastic since it is the easiest material to recycle at recycling plants. Apart from being sustainable it is lighter than other materials like glass and also can be used in direct contact with the product in contrast with materials like cardboard. For cosmetic products, plastic is the best primary packaging option. 

In case you want to use a box as a secondary package, it can also be a good option if you are going to sell your product at e-commerce or transport it. It ensures a double protection for your product and can also help you create a more surprising unboxing. 

On-the-go packaging

Our fast and accelerated lifestyle requires products that are capable of adapting to it. That is why one of the worlds’ most innovative trends is the on-the-go. It’s been a long time since this concept has been present in the food market with fast-food or take-away coffee, therefore it wasn’t going to take long for other sectors to adopt it.  

Many times we can see small make-up formats or soaps that are used for travelling. But nowadays it’s more commun to find consumers that are looking for these types of formats for their day-to-day lives. Being part of a stressed and fast-changing society in which we spend most of the part of our day outside of home, we need beauty products that can be easy to transport with us. 

Therefore, one of the most popular trends is reduced formats: packaging in small sizes that are compact and easy to transport and can fit in any pocket, bag or even your purse! The on-the-go cosmetic has to be easy to apply and its packaging has to be designed for a comfortable, simple and precise application. 

The portable cosmetic concept will shape the future of products and packaging. Reinventing, adapting and modifying is essential for companies that want to be part of the day-to-day of their customers.