Supplier and marketing insiders agree
that details are essential to the
power of packaging.
Melissa Meisel • Associate Editor
YOU CAN, indeed, judge a book by its cover when it comes to the packaging of a personal care product. Ingredients alone cannot sell a SKU; when it comes down to standing
out on the store shelf, a product needs to have that “wow fac-tor.”Whether it is a revitalized graphic, a handy lid or a recyclable
box, an increasing amount of personal care goods today are being produced with the power of packaging in mind. And it’s the
interests of the consumer that serve as the starting point—
especially shoppers who are ahead of the curve.
According to Mintel Beauty & Personal Care (BPC), the“ki-netique” trend will impact global beauty consumers in 2012.
Point-of-sale (POS) retail and packaging elements also form a
key part of this movement.
“We’re seeing more connectivity both at point of sale—where
consumers use smart phones to get information—and at home.
From QR codes on pack to sound and video embedded in packaging, brands are increasing interactivity to enrich the product
experience,” said Nica Lewis, global skin care analyst at Mintel.
She cited Urban Decay’s popular Book of Shadows Vol. IV as an
example. It has a USB port built into the palette so consumers
can download makeup tutorials and listen to music while they’re
“This blurring of the on- and offline space is critical for
brands and retailers. It allows them to get closer than ever before
to consumers,” she said.
There is also growing use of tablets and screens at POS to
personalize the in-store experience. For example, Clinique introduced iPads for client consultations in-store and RiteAid is trialing an in-store kiosk that performs anonymous video analytics to
determine the age and gender of customers standing in front of
it. The Reward Center then dispenses vouchers and customized
promotions, noted Lewis.
Besides high-tech packaging concepts, shoppers are also
seeking out sustainable resources. Perception Research Services
of Fort Lee, NJ found that 36% of US shoppers want environmentally friendly packaging—up from 28% in 2010, and half are
willing to pay more; 59% say environmental claims positively impact their purchasing behavior, according to a recent survey.
“We’re seeing a great opportunity for manufacturers to provide
truly value-added packaging to their target shoppers by making it
more environmentally-friendly—primarily in the form of recyclability
and recycled content—and clearly communicating these aspects. We
have seen that it is vital to get both the message right (what is said) as
well as the delivery (how it is executed on pack)—because one without the other will create a missed opportunity,”stated Jonathan Asher,
executive vice president at Perception Research Services.
On the Supplier’s Side
The bar is continuously being raised for packaging that will
protect more innovative formulas as they evolve from prestige
through mass markets. According to Shannon Payne, vice presi-
dent of sales, World Wide Packaging LLC, Florham Park, NJ,“This
requirement for better protection of the formula through the
primary package often requires some newer, innovative ways to
design and produce the package such as material, process and
Payne continued, “Most consumers today seem to be in
search of packaging that is user friendly, but at the same time
demonstrates the ability (at least within the primary package) to
protect, promote and perform for the actual product/formula in-
side. Today’s consumer seems to be more challenged than what
a consumer would have been years ago. The distinction between