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Trends in Beauty Packaging: anti-aging and "ubersexuals"

According to, the skin care market for anti-aging products will reach global sales of $115.5 billion by the end of 2010 and is forecasted to grow to $291.9 billion by 2015.
FILED IN:  Package design  > Structural
And women are not the only shoppers looking for the fountain of youth (sometimes priced as high as $400 per ounce!). Keneth Hirst, award winning designer, says a new male shopper has entered the market, the “ubersexual." These men maintain macho traits (no purses) but want a skin care regimen packaged in metallic or rugged containers, not cold crème jars.

A lot of anti-age packaging takes cues from the medical field, amber lab jars, tubes, or measured droppers. I guess the thinking is the more scientific it looks, the more science behind the product?

But Hirst also cites a new trend emerging, at least at Unilever. With the slogan, “We believe old age is part of what makes a woman beautiful, not an imperfection that needs to be corrected,” Dove’s new Pro-Age line gives a different spin on anti-aging. Maybe not offering empty promises to reverse a natural process like aging, but accepting who you are and trying to look your best at any age.

This drive to “natural” beauty has lead to declines in color cosmetics. Packaging designers have to look away from the flashy, high-end look of current cosmetic packaging to offer more subtle, natural and authentic packaging.

Amen to that!

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