The pursuit of beauty is human nature, like new and old is human nature, for skin care products consumer behaviour decision-making brand packaging is crucial, packaging material weight shown is the brand function claims, in order to attract the eyes of consumers and to meet the needs of the public aesthetics, many cosmetic brands continue to replace the package. So why change packaging?

1. Upgrade brand image

Packaging is the external image of the product and an important part of the brand image, which can convey the brand concept, culture, style and other information to give consumers a deep impression. With the development of society and changes in consumer demand, the brand image needs to be constantly updated. By replacing the package material, it can make the brand more in line with the trend of the times and consumer preferences, and enhance the brand image and market competitiveness.

2. Adapt to market demand

The market environment is constantly changing, and consumer demand is also constantly upgrading. If the brand package material can not meet the needs of consumers, it is easy to be eliminated by the market. Changing packaging materials is also one of the measures taken by brands to adapt to market demand and maintain competitiveness.

Whether it’s cosmetics or other products, competition is fierce. Consumers have an increasingly wide range of choices and tend to choose those products that catch their eye. When choosing packages, it is important to consider how to stand out from the crowd. Composite mass consumption of people’s packages can make consumers feel fresh about the product, thus increasing their desire to buy.

3. Promote brand sales

Exquisite packaging materials can increase consumers’ willingness to buy, thus promoting sales. A good package can attract more eyes and make consumers very willing to buy. Some brands will come out with new products or change package materials during the marketing season to promote sales.

People’s pursuit of personalisation is getting stronger and stronger. Everyone wants their choices to be different and present a unique style. By upgrading brand packaging, different choices can be provided to meet consumers’ personalised needs.

For example, some consumers prefer simple and generous packages, while others prefer flashy and eye-catching packages. Through different packages, the brand can attract more consumers with different tastes and meet consumers’ personalised purchasing needs.

Packaging upgrade to promote market development

The cosmetics market is highly competitive, and so is the competition between brands. By changing packaging materials, brands can continue to push the envelope and create new sales opportunities. Consumers are often interested in new things, and regular package upgrades can attract more consumer attention, increase product exposure and sales, stimulate consumer desire to buy, and promote market development. When replacing the package also need to pay attention to the balance, do not be too frequent or random replacement, so as not to cause distress to consumers or the impression that the brand image is not stable.

Package upgrades can also highlight the brand’s innovation and quality pursuit, increasing consumer recognition and trust in the brand. Many brands will upgrade their brand image through package upgrades to attract more consumer attention and favour.

Some package changes are to simplify the structure, some are to enhance the texture, some are environmentally friendly materials, some are to change the bottle type, some are to increase the net content, and some are to change the brand image. Regardless of the type, there are certain brand marketing motives hidden behind the change of packaging materials.

Different brands also have different styles of packaging design, some are designed to be fresh and fashionable, clearly labelling their brand characteristics; others emphasise traditional luxury, reminding people of the past. According to their own brand style, brand owners choose suitable packages, so as to achieve good market results and enhance brand image and competitiveness.

The risk of changing packaging

Package upgrading will inevitably bring about an increase in costs, and for brand owners, they need to bear the cost pressure of changing packages. Weigh the risks and costs carefully and make prudent decisions to ensure that the package upgrade process is sound. If the design of the upgraded package does not meet expectations or causes a reversal of the brand image, it could lead to unfavourable results. Consumers are also likely to be more cautious when choosing to purchase new packaging for their products.

Changing packaging materials may present both opportunities and risks. As a brand owner, you need to conduct market research and risk assessment before upgrading your packaging to ensure that the decision to switch is a wise one.