“Packaging as part of the product”

As the first “coat” for consumers to understand products and brands, beauty packaging has always been committed to visualizing and concreting value art and establishing the first layer of contact between customers and products.

Good product packaging can not only coordinate the overall shape of the brand through color, text, and graphics, but also visually seize the opportunity of the product, have an emotional impact on the product, and stimulate customers’ desire to buy and purchase behavior.

With the rise of Generation Z and the prevalence of new trends, young people’s new concepts and new aesthetics are increasingly affecting the cosmetics packaging industry. Brands representing beauty trends are starting to see new twists.

The following trends may be the key ones shaping the future of packaging design and may serve as important guides for the future direction of beauty packaging.

1. The rise of refillable products
With the evolution of the concept of environmental protection, the idea of sustainable development is no longer a trend, but an essential part of any packaging design process. Whether environmental protection is becoming one of the weights used by young people to increase brand favorability.

2. As a product packaging
To save space and avoid waste, more and more product packaging is becoming a key part of the product itself. “Packaging as a product” is a natural consequence of the push for more sustainable packaging solutions and a circular economy. As this trend develops, we could see a further fusion of aesthetics and function.
An example of this trend is Chanel’s Advent Calendar to celebrate the centenary of the N°5 fragrance. The packaging follows the iconic shape of the perfume bottle, which is oversized and made of environmentally friendly molded pulp. Each small box inside is printed with a date, which together constitute a calendar.

3. More independent and original packaging design
More brands are committed to creating their own brand concepts in an original form, and designing unique packaging solutions to highlight their brand effects.

4. The Rise of Accessible and Inclusive Design
For example, some brands have designed Braille on the outer packaging to reflect humanistic care. At the same time, many brands have a QR code design on the outer packaging. Consumers can scan the code to learn about the production process of the product or the raw materials used in the factory, which enriches their understanding of the product and makes it a favorite commodity for consumers.

As the younger generation of Gen Z consumers gradually take over the consumption mainstream, packaging will continue to play a role in their process of focusing on value. Brands that can capture the hearts of consumers through packaging can take the initiative in the fierce competition.