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.
Portability is one of the key defining features of this trend. In make-up, formulas are poured in sticks, while new designs harness the traditionally 'messy' products like liquid foundation, loose powders and nail polish, offering elegant solutions that are easy to carry. Whatever the formula, it needs to stay firmly closed to prevent leakage in handbags, so airtight closures are in high demand.
Purse sprays are popular in fragrance, fitting neatly in a handbag. Solid perfumes are also on the rise, being eminently portable and convenient.
In skin care, the traditional kit containing personal care essentials is evolving. Where previously we saw portable sizes of shampoo, conditioner and body lotion in a handy toiletry bag, we are now seeing new variants from sun care to home spa, ranging from mass market to premium. Secondary packaging is playing a bigger role here, with vanity bags becoming more sophisticated and fashionable.
Sizes are changing, too. Mini-sizes and travel formats are still trending, but the new phrase being heard on the market now is 'right-sizing'. Smaller than standard and larger than mini, these new capacities allow products to be portable, while containing enough not to run out after a couple of uses. Key here is the elimination of waste. With beauty products now labelled with sell-by dates, it is becoming clear that packs may contain more than can be used before the formula expires. Mid-sized – or right-sized – packs ensure safety, save money and avoid waste. A winning combination.
In perfumery, too, new sizes are coming out. Niche brands are launching 'discovery kits', offering three to five fragrances in mid-sized bottles of around 10ml. These allow consumers to try out a new range without the investment of a standard size or the annoyance of running out quickly. Having said that, miniatures are seeing something of a revival, especially collectors' editions or duty free formats.
Beauty on the go means effortless and convenient application. New make-up packaging concepts are offering multi-functional solutions, allowing women to do their make-up and touch-ups anywhere or even change their look from day to night easily.
Multiple products are combined in a single pack. Two- or three-in-one packs enable women to carry their favourite combinations of lip and cheek colour or foundation and concealer. Applicators are also being integrated into the pack, such as brushes, sponges or eyebrow combs. In skin care, too, droppers and spray pumps are being built into tubes, for example, for easy dispensing in any location.
Packaging is playing a starring role in the beauty on the go trend and will continue to do so for some time yet. Dry formulas, single doses, mini make-up sprays and other innovative concepts will make their way from the blue sky onto the shelves in the next few months. Soon, there will be no excuse not to look your best, wherever you are!
Safe beauty, the skincare trend that is here to stay
Priorities have shifted. New elements have been incorporated into consumers’ routines: masks, sanitisers, soaps, and all things touchless are now part of their lifestyles. The ‘clean beauty’ trend, popular in pre-pandemic times, has now evolved due to an increasing concern about contamination, and ‘safe beauty’ is the new trend that industry experts are talking about.
Beauty market trends: an industry overview
There is something promising in the kingdom of beauty. The end of 2020 and the start of 2021 have shown some mergers and acquisitions activity that gives a hint of how the cosmetics market will look in the next few years. Although cautious, investors are looking to position themselves for a post-COVID future, focusing on mid-tier brands with a strong sustainable approach.
2020 has been a challenging year, where businesses have had to test their resilience, innovation and agility. A forced change in routine due to COVID-19 has left its mark on behaviours and expectations, and 2021 starts on an uncertain note for many cosmetics businesses, although some trends can already be seen out there.
Smart manufacturing, in the region, for the region
The fourth article of Quadpack’s packaging development series dives into our manufacturing processes and capabilities – and how they help beauty brands perform. We invite you to discover how our manufacturing teams work to deliver the perfect packaging for each client.
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Waterless formulas have become a smart, green solution for beauty brands, answering to consumers’ needs for more eco-conscious products. Besides saving water, which is the main ingredient in many cosmetic formulas, these products allow reduced packaging and are mostly preservative-free, since these additives are used to avoid bacterial contamination that is common in water.
Forget the taboo. Cannabis sativa is not a synonym of narcotics – this resourceful plant has much more to offer than meets the eye. From textiles to medicine that helps many conditions like Parkinson’s and epilepsy, the famous hemp is multi-purpose and may have amazing effects if added into your skincare routine.
Modern but Mature, Lavinia Is Curious about What's to Come
The most experienced member of the Quadpack Family doesn’t believe in age labels. Her beauty routine translates into a mix of traditional and new: while she’s kept loyal to her favourite brands so far, she’s curious about new formulas and packs.
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Rosa likes her skincare and make-up rituals to have a spiritual side
Over the past few months, as part of the new Trend Roadmap, we have introduced you to Quadpack’s new tribe of virtual personalities. Each one of them expresses a driving tendency in the here, now and future of the beauty and fragrance sector. They are there to help you keep you ahead of the curve in a consumer landscape that is increasingly nuanced. This month, representing the Oracle trend, we are introducing Rosa.
Let's connect with Charlotte
Over the past few months, as part of our Trend Roadmap, we have introduced you to Quadpack’s family of virtual personalities. Together, these people paint a picture of modern life and are there to guide you through an increasingly complex consumer landscape. Now it’s time to meet Charlotte, the Gen Z embodiment of the Phygital trend.
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Helping beauty brands develop sustainability goals
Everyone is talking about becoming sustainable. When you are a beauty brand, however, it is not easily achieved. The formula can be additive-free, animal-friendly and 100% organic, but what about the packaging? That’s where Quadpack is stepping in to help, offering clients insights into the various approaches to sustainability.
- Jo Webb
- Company News -> QP Corporate News
- Created 27 Apr 2016
- Modified 23 Jul 2018
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