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Who hasn't heard that "beauty comes from within"?

Who hasn't heard that "beauty comes from within"?

Despite this seemingly universal truth, the cosmetic and fragrance industries continue to demonstrate that beauty is first and foremost an aesthetic quality, that it certainly can pertain to the interior but that the exterior is not only pleasing, it is important.

Any cosmetic product must be presented to the consumer so that it is as aesthetically engaging as possible: we tend not to like cosmetics that have unpleasant odours, a lack of uniformity, or colours that clash with our idea of what the product should be. The dyes, perfumes, and special additives required to achieve this "gentle neutrality" are legion.

The product as produced by the brand must, therefore, look, feel and smell beautiful, it must carry with it the implicit guarantee that it will in some way make the consumer more beautiful. Apart from advertising, the only way to convey this offer to the consumer is through packaging. If the product must adhere to certain standards of appearance, its packaging must also satisfy similar aesthetic objectives.

Take a look at some of our favourite recent packaging concepts, sure to attract attention no matter where they're presented:

With regard to people, interior and exterior beauty are a matter of balance. Perfect harmony is achieved when they are both in equilibrium. Both need to be cultivated. A clean and healthy exterior appearance indicates the interior quality of self-worth. Brands act in a similar fashion, ensuring that a beautiful product is contained within protective packaging that not only offers a lovely appearance, it also beckons to the consumer, promising him or her a bit of the lifestyle or concept the product represents. The primary function of packaging may be to protect the product but much like a flower attracting the attention of a bee, the packaging of a cosmetic product needs to catch the eye of the consumer and stand out on the shelf.

If a product is going to make a consumer feel good when it's used, it simply must look good itself. It's that equilibrium again.

The product as produced by the brand must, therefore, look, feel and smell beautiful, it must carry with it the implicit guarantee that it will in some way make the consumer more beautiful. Apart from advertising, the only way to convey this offer to the consumer is through packaging. If the product must adhere to certain standards of appearance, its packaging must also satisfy similar aesthetic objectives.

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  • English
  • Modified 21 Jul 2016
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