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
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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