Skincare Packaging Design Trends
Understanding the trends influencing the market can help set your product out from the rest of the market. Here are some trends seen in current skincare packaging.
Customers are becoming more aware of how packaging affects the environment and therefore are preferring to opt for more eco-friendly and sustainable packaging options. Eco-friendly packaging has also become a key marketing strategy to make customers think that the product is made of natural ingredients.
E.g. Lush Cosmetics markets a 100% post-consumer recycled plastic packaging. 35% of Lush products are sold ‘naked’ and without packaging at all.
E.g. Ethique are on a mission to eradicate the world of plastic waste. They started in 2012 when founder Brianne West began making natural beauty bars in her science degree lab as an alternative to the 80 billion plastic shampoo and conditioner bottles thrown out globally each year. Since then Ethique have stopped over 500000 plastic bottles ending up in landfills. The bold colours used in their paper packaging ensures high self impact and makes this a memorable packaging design.
Google’s 2017 beauty trend report revealed that DIY-labeled beauty products are fast rising. The next generation of customers enjoy the opportunity to customize their own cosmetic experiences and treatments, one way is through bespoke packaging. Innovative packaging solutions like personalisation helps customers feel more valued and that the product is specifically suited to them.
E.g. Wondermins is a NZ company that allows customers to select which vitamins they want to supplement their diet, and Wondermins sends them a supply with a package of daily vitamins, customized with the customers name.
Men’s increased awareness
Men are beginning to show more of an interest and awareness in cosmetic care. They prefer informative and refined skincare labels over the stereotypical and medical style of packaging, as they want to know more about the product and make an informed decision when buying.
Simple design means customers can make intuitive decisions. Going minimal means limiting the content on the packaging, creating a visual language can help to communicate the product better than a paragraph of words would. If labels can limit the messaging to a few words and icons, it won’t take customers long to decipher the cosmetic packaging.This reflects our fast-paced society, and means shoppers won’t have to slow down to read labels.
Pastels are coming back on trend with the rise of feminine and calming packaging design. It speaks to our softer side and offers an alternative to the bold bright colours that have also be seen in packaging. Pastel packaging gives the product a warm and welcoming feel, customers are eased into it rather than being rushed – exactly what they want when browsing skincare labels.
Adults relate to drawing based designs because it conveys energy and reminds them of their childhood. Doodles are often imaginative illustrations that describe the product in an exciting way and can make the customer smile.
It’s easy to send a clear message when the focus of the packaging is large text. Often a bold and sans serif font is used to catch the customers attention, and a serious or creative message can ensure they continue checking out the product. This is particularly useful in skincare packaging and cosmetic packaging, when there might be a lot of ingredients but you want to get one main point across.
Throwback design thrives on us remembering. It also conveys the idea that the product has been around for a while, and therefore it must be a success brand and quality product. Vintage design in skincare packaging shows the brand identity has tradition through the use of structure, a limited colour palette and clear detailing.
Adding a holographic foil effect to packaging brings flair to any product. An innovative packaging style, it creates depth through the changing colour and light effect to catch the customers eye. Holographic design stands out from flat colored products, and adds elegance and value to a product.