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Read my lips: Consumers speak on lip balm packaging preferences

New research uncovers consumers’ functional and aesthetic preferences around lip balm package types.

Consumers like the small size of the stick, saying, ‘It’s small and easy to carry with you,’ but also note, ‘it’s easy to lose.’
Consumers like the small size of the stick, saying, ‘It’s small and easy to carry with you,’ but also note, ‘it’s easy to lose.’

Female consumers prefer the size, fun, and trendiness of lip balm stick packaging and the trendy, hygienic, and visually appealing design of modern jar packaging, according to new research from TricorBraun. Consumers also favor the intuitiveness, size, portability, and open/close ease of a new pop-jar format compared to the traditional jar.

TricorBraun conducted qualitative research to understand consumer behavior and packaging preferences for the lip balm category, which is forecast to grow more than 4%, reaching $2 billion by 2020, according to research from Global Industry Analysts, Inc.

“With nearly three-quarters of consumer purchase decisions based on packaging, it’s no longer enough to be noticed on the shelf; an understanding of consumer lifestyle and how it drives package functionality and aesthetics is critical to success,” says Becky Donner, Senior Vice President of Design and Engineering at TricorBraun. “Direct feedback about how consumers interact with the product allows us to look inside the mind of the consumer and answer the how and why so that we are able to elevate every aspect of the package design and enhance the consumer experience.”

TricorBraun conducted in-depth, qualitative focus groups with women ages 11 to 30 years old who have used lip balm on a weekly basis during the past six months. Participants were asked open-ended questions regarding their purchase motivators and product perceptions around lip balm packaging. Research participants were asked to identify their favorite package format and to evaluate aesthetic and functional appeal of various package formats.

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