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Clean beauty is making waves

Beauty, Personal Care

As consumers strive for greater wellness-oriented lifestyles, they’re demanding more of their skincare products and packaging. The growing awareness of cleanliness, product quality, and our impact on the environment has given rise to a personal care trend known as Clean Beauty. Clean Beauty brands promote products without harmful ingredients, and only use natural ingredients with proven results. Above all, this trend is driven by authenticity and efficacy.

Klarna, a popular e-commerce financing app, reports:

"Gen z has increased their spend on clean beauty products by 26 percent throughout the pandemic compared to pre-pandemic", — quote by Klarna

Transparency via packaging

Brand transparency is the foundation of Clean Beauty. Purpose-driven brands have demonstrated that quality products can be produced without harmful ingredients, and consumers will seek the same from national brands.

  • Belif uses labels that prominently feature the ingredients used, or where they were sourced to communicate the brand honesty consumers crave.
  • REN leans on simple shapes with controlled use of colors to help communicate a “back to basics” approach.
  • Farmacy features translucent materials that clearly showcase the product inside, and frosted textures add a comforting softness.

Sustainability via packaging

Consumers who value Clean Beauty are both mindful of their environmental impact and savvy to inflated claims. Careful consideration of packaging materials can greatly impact sustainability initiatives and the perception or trustworthiness of the brand.

  • Where possible, plastic alternatives like glass provide consumers a reusable and recyclable option with a premium edge with the All Good Lip & Cheek Tint jar.
  • Pumps and multi-component dispensers have historically presented carbon footprint challenges. Direct to consumer (DTC) brand Prose gives consumers the option to order a refill but reuse their original pump.
  • Ilia utilizes aluminum and post-consumer recycled paper printed with vegetable-based dyes to provide eco-conscious packaging solutions, as well as a return and recycle program.

The Clean Beauty trend is redefining what beauty is all about, reinforcing the growing “good for me, good for we” sentiment as we balance our health with the health of the environment. Consumers in this category are considering the full life cycle impact of the products they purchase, and smart packaging choices are incredibly valuable to the success of the brand story.

See also

Material selection matters, part 4

Understanding consumer behavior and the impact lifestyle trends have on packaging preferences is absolutely essential. Consumers crave convenience. We’re multi-tasking, we are pressed for time, and we’re always on the go. We want products that allow for easy and fast dispensing, and more and more, we crave portability. So while a lightweight, transparent PET bottle with a CT closure might protect the product and meet the consumer’s consumption requirements, this packaging style may not be portable or convenient.

How COVID-19 accelerated the health and wellness macrotrend

The Health and Wellness sector was already an economic powerhouse pre-COVID-19. The Global Wellness Institute values the sector at $4.5 trillion, a figure that incorporates everything from nutraceuticals to genetics-based diets and nutrition, and from bio-hacking to mental health apps. As our behaviors continue to shift in response to the pandemic, we’re accelerating an already robust macrotrend as we seek out products to protect our homes, improve our immune systems, and boost our peace of mind.

Straight and neat: Consumers' thirst for spirits is growing

According to the Distilled Spirits Council, spirits gained market share for the eighth consecutive year, with sales rising to nearly 37 percent of the total alcohol market. We’ve been keeping a pulse on the spirits market for a long time, so the level of industry growth is not surprising. With more than 116 years of packaging expertise, TricorBraun has been advising beverage alcohol brands on how to align packaging with consumer preferences for decades.

Consumers are eager to learn about spirits, and millennials in particular are willing to open their wallets for high-end, premium spirits. In many industries, including spirits, this has meant a scrapping of “old world” brands that were revered by their parents. Meanwhile, brand owners are responding by creating excitement with new products and new ways to interact with consumers. Here are four ways changing consumer preferences are impacting the spirits market – and your packaging strategy.

  • Company News
  • English
  • Modified 08 Jan 2021
  • Hits 101