Women of mixed ethnicity constitute a target group that is set to growth exponentially. Yet their colour cosmetics needs are far from being met. As brands seek ways to cater to the many skin tones within this group, packaging will emerge as a key factor in 'serving the underserved'.
A recent report by market researcher Mintel highlights the rise of multi-culturalism. It states that this demographic trend is "leaving many consumers unable to find cosmetics that match their skin tone. While brands simply cannot launch products for every possible tone, packaging can help meet this new consumer need."
Millennials are putting on the pressure. The younger generations are not shy about making demands and what they want is tailored solutions. Customisable packaging is already starting to boom, with build-your-own palettes appearing in retail stores and online personalisation services emerging on the internet.
The bigger brands are starting to bring out greater numbers of shades, as many as 40 in the case of Fenty Beauty. To differentiate in store, the packaging needs to enable consumers to easily identify the colour they want. This means viewing windows or transparent packaging. Glass is ideal here. Not only is it perfectly compatible with any formula, is also super clear, giving an undiluted view of the bulk. The YouWood and Liquid Foundation ranges in Quadpack's Q-Line portfolio are especially designed with glass bottles to help brands meet the needs of this growing market.
Alternatively, some kind of colour coding mechanism can help for identification. Colour-matched discs or collars can be added at the last minute on the filling line. Quadpack's Slim Panstick with removable ring or Jumbo Stick with snap-on discs both provide effective means of colour coding. This way, brands can adapt their delivery to market according to last week's sales figures, for a quick response to demand.
Blend it yourself
With the sheer number of possible skin tones, some cosmetics companies prefer to offer solutions that involve some kind of blending on the part of the consumer. NYX, The Body Shop, Autograph and MUA are just some of the brands who have released shade-adjusting drops that allow you to darken, lighten or otherwise alter the colour of your foundation.
For this kind of product, practicality is king. The pack needs to offer accurate dosage in a convenient way to add the product for blending. Push button or teat droppers, squeezable bottles or tubes with precision applicators all offer suitable solutions.
Build it yourself
In fact, any kind of dual, triple or multi pack offers consumers a degree of customisation. Where a greater number of shades is required, palettes offer the answer. Right now, custom palettes are coming into their own, whether for lip, face or eye colour. The trays need to be easy to change, while the palette case needs to be robust enough to withstand long-term use – all without compromising aesthetics, of course!
This kind of build-it-yourself solution is extending itself beyond palettes, to include modular sticks and stackable jars. Trinny London's The Stack is a perfect example of a portable solution of a customisable colour range. It's practical, convenient, fun and adaptable to your own tastes and habits – a solution that was highly commended at the Pure Beauty Awards in May.
Blueprint for packaging diversity
Whatever solution a brand turns to in order to offer colour diversity, there are certain characteristics required of the packaging. The phrase 'smart packaging' applies here more than ever and not just for the consumer. Modular solutions mean basic components can be held in stock for just-in-time decoration. Intelligent stocking is a great enabler of the fast time to market required by make-up brands – and is set to become a big growth area, along with on-demand personalisation.
Modular solutions can adapt to different formulations, brand images and positioning. This adaptability is crucial in the world of fast cosmetics. It also requires collaboration by the various stakeholders in the value chain, from the formulators to the packagers and fillers. The Millennials can teach the world a thing or two about teamwork to achieve a common goal. And diversity in make-up is a goal worthy of bringing the beauty industry together.
– Sonia Cerato, Quadpack Make-Up Category Manager
New Design & Advanced Technologies department concentrates on pro-active research and conceptual ideas
Beauty brands need packaging that protect and enable the formula, fit the brand and bring differentiation. Considering this triple requirement as early as possible is the focus of the new department of Design & Advanced Technologies at Quadpack Industries. Dedicated to proactive research into new trends, product ideas, techniques and materials, it aims to work alongside brands and contract manufacturers during the creation of their new formulations.
Niche is the new normal
It is every brand's wish to be different. In fragrance, where aesthetics rule, differentiation becomes even more important. In recent years, this has spurred a trend that has seen more and more niche brands appearing in an ever-crowded market. With a large percentage of the 2,000 global fragrance references launched by these niche players last year, the current status looks to be stabilising. In other words, niche is the new normal.
Quadpack trend directive: 3 emerging trends for 2019
Quadpack’s designers have developed three key trends based on architectural, fashion, art and demographic influences. Three trends which can be applied to beauty packaging to create surprising new designs ahead of the curve for forward-looking brands.
November 2017 Mix it! Blend it! Skincare goes BIY
Mixing facial treatments is an age-old tradition. Preparing your ingredients before applying them to your face turns skincare into a ritual. One that brings a feeling of wellbeing, of spending some precious 'me-time'. Whether blending your favourite colours or combining different products, this active involvement in the practice of skincare is trending – and packaging is here to help.
Navigating make-up's new frontier
The make-up game has changed. The dynamic of 'fast fashion', where customers expect to see something new from their favourite brands on an almost weekly basis, has impacted the colour cosmetics industry. Even for large companies, the lead time from product development to launch has gone from two years to less than three months.
Fragrance goes natural
The world is changing. New generations have new priorities, driven by an acute awareness of the need for sustainability. As the Millennials grow up, so their influence grows. While this generation does not have great spending power (yet!), these youngsters are demanding products and practices that respect the planet. Fragrance brands are quick to recognise this demand, understanding that their own efforts at sustainability can only benefit by meeting their needs.
Quadpack trend directive: 3 emerging trends for 2018
Quadpack's creative team identifies the next big trends in the beauty industry. Its Trend Directive takes a global view of major cultural trends, including consumer lifestyles, and predicts how these will influence formulations, as well as packaging.
Changing times in the fragrance industry
As trends go, perfumery is more enduring than other beauty sectors like colour cosmetics or skincare. This area is less fickle and changeable and more inclined to embrace classic sophistication. Nevertheless, change does happen and is happening now, much of it driven by the new generation of consumers. Isabelle de Maistre, Quadpack's Perfumery Category Manager explains.
Make-up meets skin care
It's a fact that make-up and skin care are growing ever closer, and it's the packaging that makes it possible. With formulas combining all kinds of benefits, ranging from anti-ageing treatment, through SPF, to colour, new designs allow favourite cosmetics to be delivered through multi-function packs. The same pack that's good for cream is now often also good for make-up. Sonia Cerato, Quadpack Make-Up Category Manager explains.
Beauty on the go: Packaging trends seen by Quadpack
The pressure is on for today's busy woman. Increased self-consciousness, pushed by the pressure of social media, compounds her accelerated life rhythm, nurturing the demand for smart beauty products. These must allow beauty routines to be applied anytime, anywhere. Packaging providers are responding with ever more innovative solutions, riding the wave of this rising trend: Beauty on the go.
Quadpack demonstrates forward-thinking in eco friendly beauty packaging
Earth-friendly containers help save resources, energy, money and, of course, the environment. For cosmetics brands, however, such words may conjure up images of low-quality bottles, jars and tubes, that look cheap and perform accordingly. Now more than ever, this could not be farther from the truth. Today's reality is that sustainable packaging can look and perform as well as concepts devised without the planet in mind, while tying in with a rising public awareness.
Fragrance, who to be today?
Stylish, subtle, lively, distinguished. Perfume allows consumers to be whoever they want. That makes choosing a fragrance an emotional choice, with packaging a key decision-making factor. Quapack, in partnership with Premi, offers a full range of perfume bottles, from classic shapes and slim vials, to avant-garde formats for niche brands like children's cologne.
Packaging goes 'eco-chic'
Gone are the days when organic cosmetics meant low-cost, do-it-yourself recipes of dubious results. The concept of natural beauty now encompasses the whole spectrum of cosmetics, with high-end luxury brands offering first-class organic treatments, free from artificial ingredients. The beauty sector now goes even beyond organic formulas, to encompass environmentally-friendly packaging, under the new umbrella of 'eco-chic'.
New foamers tested with a functional mock-up
New formula? New delivery method? No problem! Apollo’s patented foam pumps can be tested with your formulation fast, thanks to the advanced technology of its four seasons climate control testing machine and its ability to create functional mock-up samples that look like they are made from an actual production mould.
- Jo Webb
- Company News -> QP Corporate News
- Created 26 JUN 2018
- Modified 23 JUL 2018
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