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Emerging packaging trends in the beauty
Emerging packaging trends in the beauty and personal care industry
By Lia Neophytou, Consumer Analyst, GlobalData
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nnovative packaging materials and formats are emerging in the personal care industry to address evolving consumer preferences catalyzed by the COVID-19 pandemic. Health-attentiveness is fuelling concerns around product safety and integrity, which will amplify demand for packaging formats that mitigate the risk of bacteria formation and transmission.
The transition to a contactless society has already begun and will likely increase demand for hands-free packaging solutions in the personal care industry. For example, skincare products that can be dispensed directly onto the hands or face will prevail over jars that require consumers to repeatedly use their hands to obtain the desired amount of product. Single-dose packaging formats are well positioned to address demand for hygienic personal care solutions, though manufacturers must address sustainability concerns by ensuring environmentally friendly materials are used. Bolt Beauty, for example, provides skincare products contained within biodegradable capsules made from seaweed to avoid plastic usage and packaging waste.
Similarly, concepts such as packaging-free beauty that were emerging pre-pandemic for their sustainability credentials may witness temporary stagnation as concerns around hygiene will likely remain high in the future. Instead, brands can engage in more traditional strategies to enhance sustainability credentials, e.g. ensuring recyclable packaging materials are used. These efforts will appeal to over a third (34%) of global consumers who consider ‘environmentally-friendly packaging materials’ a key driver of purchase, a sentiment which rises to 39% among Generation Z and 38% among Generation Y (millennial) consumers, according to GlobalData’s 2021 Q1 global consumer survey.
Heightened risk-aversion is further prompting the need for transparent information from brands regarding formulations and sourcing. This is evident in that almost a third (31%) of global consumers consider ‘information or claims on packaging about production method’ a key driver of purchase, rising to 35% among millennial consumers, according to GlobalData’s 2021 Q1 global consumer survey. In an increasingly uncertain world, personal care brands would benefit from providing complete transparency on product packaging about ingredients used, manufacturing processes, and the benefits associated with product usage, supported by scientific evidence.
Lastly, brands are still expected to ensure products appeal to a diverse range of consumers. Beyond product formulation, brands must ensure product packaging can be easily held and used by consumers of all abilities. For example, ensuring that braille is available on product packaging to cater to visually impaired consumers is crucial, as is ensuring packaging is designed to enable easy use and application. Brands across the beauty and personal care space must continue to make strides to build an industry that is truly inclusive, which will be continually sought after in the postpandemic world.
