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What today's consumers want in cosmetic packaging

Functionality is essential and eco-friendliness is highly desirable. Some consumers even prefer a bit of ‘attitude’ with their favorite brand.
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If you’re a creative-team member on the hunt for lots of examples of product and packaging innovation, a great place to look these days is in the cosmetics department. In packaging, new forms are continually being introduced to satisfy consumer demands for more convenience.

As an article published on icis.com explains, convenience is taking the form of both applying the product and taking it on the go through areas such as airports, which have much more stringent requirements on travel packs due to security regulations. The article supports recent research from Euromonitor International that shows a trend toward smaller packaging.

The need for convenience also has given rise to packaging formats such as accurate dosing mechanisms and functional applicators over simpler formats, including jars and tubes, according to Euromonitor. Shoppers also are engaging with packages that flash a bit of “attitude.”

Beyond package functionality, the cosmetic aisle is going much more organic. A few consumer product companies already have replaced petroleum-based plastics with polylactic acid (PLA) made from corn.

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