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Packaging Skin Care: Insights for a Healthy Future

By: Earl Trout
Posted: May 4, 2011, from the May 2011 issue of GCI Magazine.

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Consumers, as noted, are more carefully scrutinizing how they spend their money, and they want to get the most when purchasing their favorite skin care solutions. Using airless packaging again as an example, this option provides greater package integrity, minimizing the possibility that the consumer opens the package and contaminates the product. By avoiding exposure to air, airless packaging helps to ensure that the product remains fresh and sanitary—making every last drop count for money-conscience consumers.

It is important to remember, however, even though any given type of packaging offers benefits, not every option in packaging is the answer for every product. Packaging manufacturers and brand owners need to continue to choose packaging with a critical eye and select what best fits their products. It is crucial for brand owners to have a packaging partner who understands the intricacies of packaging and can advise on the benefits of specific packaging designs for each brand product.

As brand owners look to the future of their products, it is critical to consider a greater emphasis on educating consumers about the benefits of any given packaging option, including dispensing systems.

The global landscape for the beauty industry is constantly evolving, and packaging will remain an important aspect of a brand’s image and impact on the retail performance. Brand owners will continue to benefit from listening to consumer feedback and following industry trends in order to better serve their consumers in the future.

In Learning from France’s Savvy Consumer, Eva Martin Fernandez, MWV’s marketing manager in Europe for personal care products, discusses how consumer insights are affecting beauty and personal care packaging in France.