OPENING THE BOTTLE AND LETTING THE GENIE OUT
With all the wonderful packaging covering department store shelves for the holiday season, it is simple to fall in love. Many boxes don’t require any additional present wrapping and can be placed directly beneath the Christmas tree. Customers enjoy this and are even willing to spend more money for it. After all, it avoids all the ornate gold and glitter wrapping.
The strength of a brand
The candy industry is well known for its use of Christmas-themed packaging, but packaging for the holiday season is also available in other sectors. In the cosmetics sector, where packaging typically plays a significant role, there are numerous examples. Not all creams are created equal. What makes the red lipstick from brand A and the red lipstick from brand B different? Specifically, the brand. This is what creates consumer confidence in a product and serves as the primary driver of product purchases. Additionally, product packaging communicates the brand’s (message).
One business that consistently draws customers in with its perfume packaging right away is Jean Paul Gaultier. A special Christmas edition of its well-known scent will be released in 2018 once more.
FRAGRANCES ARE THE MOST POPULAR CHRISTMAS PRESENT
In the cosmetics sector, brand owners frequently “treat themselves” to exclusive holiday packaging. After all, it’s obvious that beauty products are among the most frequently given Christmas presents. According to recent data collected by Kantar TNS and the VKE Cosmetics Association in November, about one in two Germans intend to gift their loved ones bodycare or perfumes. 60% are willing to pay up to EUR 100 on these fragrant personal care products. 25% of people intend to spend up to EUR 200 on cosmetic presents. But this is little compared to what the British spend on gifts on average, which is EUR 2,344. The most popular gifts in Germany are fragrances (63%), cosmetic packages in limited-edition packaging (45%), and individual body care products (33%).
PACKAGING INFLUENCES CONSUMERS BEHAVIOR
About 70% of German consumers choose to purchase cosmetics offline from brick and mortar retailers. This is due to a variety of different factors. Many consumers value advice, availability right away, and the chance to test out products. In addition, the packaging that they see while window shopping is a major motivator to make a purchase. Additionally, up to 45% of online buyers are influenced by attractively packaged goods in stores.
