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.
It's a fact that make-up and skin care are growing ever closer, and it's the packaging that makes it possible. With formulas combining all kinds of benefits, ranging from anti-ageing treatment, through SPF, to colour, new designs allow favourite cosmetics to be delivered through multi-function packs. The same pack that's good for cream is now often also good for make-up.
This development has given rise to a host of new trends in make-up application; new styles that take advantage of the possibilities that have opened up. Here, we highlight three hot new techniques that have taken off like a storm.
Make-up is getting shiny. Evolving from the contouring trend, techniques like illuminating and strobing aim to achieve a glowing look. Moving in the opposite direction from heavy contouring and air-brushed looks, fashion and make-up brands have been moving towards a more natural visage, starting with nude finishing and now focusing on healthy, glowing skin.
This radiant look is achieved thanks to skin care, primers and sheer foundations, as well as different types of highlighters and strobing products, to enhance facial features. The final result is a dewy, shimmery appearance that gives skin a youthful glow.
Packaging enables this trend in many shapes and forms, from jumbo pansticks and droppers, to multi-tray compacts and dual-ended sticks. Finishing and decoration plays a big part, too. Techniques like metallisation and glitter convey the products' illuminating claims, which may in turn give rise to the next trend: shimmering finishing and an extra moisturised, wet effect.
Brow styling is the new eyeliner. Introduced by the fashion industry and inspired by the search for a more natural look, brow styling is growing fast, with the appearance of successful niche brands focused only on this specific category. Make-up brands are including the segment in their own offering, too, with many different types of products to achieve well-groomed eyebrows. A single pencil in a make-up range is no longer an option.
Traditional pens and mascaras have developed with improved formulas and applicators. Formulations may be liquid, creamy or powdery, once again enabled by new packaging formats such as mini-palettes, vials and mini jumbos.
The brow styling category goes beyond aesthetics, to include treatments. Skin care and colour come together to offer special serums in packs such as flow pens that nourish, shape and style the eyebrows. A whole new world has opened up here, where the brow line is the new area to express oneself with colour, with finishing products and with special make-up effects.
The selfie look
The selfie has become a cultural phenomenon, with everyone from celebrities to presidents in on the act. It's no surprise then, that make-up trends have evolved around taking that perfect shot from your mobile in any condition.
It's known as the selfie look, or HD (high-definition) make-up. Formerly limited to professional artists working on actors to look impeccable on camera, the trend has extended to anyone equipped with a smart phone and wanting to capture a perfect profile image.
The industry has responded with 'selfie-friendly' make-up concepts to get that flawless look even without the use of a filter, to achieve a kind of 'soft-focus' effect that counteracts the harsh view of a mobile camera. Packs with integrated applicators make these cosmetics easy to apply and touch up at any time, ranging from brush tubes to built-in sponges.
Most of this revolves around foundation and concealer formulas. Primers, skin perfectors, illuminators, highlighter sticks, powders – all are designed to give the desired blurred effect, sometimes with a slight, glowing sheen. Brow liners, glossy natural lipstick and shimmering eyeshadow provide the finishing touches. HD make-up is all about achieving a natural, camera-ready look in minutes and formulas and packaging are working together to make it happen.
— Sonia Cerato, Quadpack Make-Up Category Manager
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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Less is more: when buying has meaning
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Beauty e-commerce enters a new era
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The world is our lab
Meet Community Lab, one of the themes of #qppackfuture that will help you understand what’s to come. Community Lab is one of the themes presented by #qppackfuture this year, as part of in-depth research made by Quadpack’s Design team to understand how people’s lives will be in the next years.
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.
A day in the life of Lauren, Quadpack's proud eco-citizen
Like many urban spirits, Lauren loves her busy life. As an ever-connected urban citizen, she’s already ordered everything online, making sure that the packaging is reusable and recyclable. Tired but still committed to her self-care, she doesn’t forget to finish the day with her beauty regime.
Crafting the future: How luxury packaging is changing for the better
Business transformation for a more sustainable world was a key topic of Luxepack Monaco, one of the most important luxury packaging exhibitions in Europe that was held from September 30 to October 2, 2019. By rethinking packaging, the industry is investing in reusable, renewable, recyclable and reduced solutions, even for the most sophisticated products.
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.
How to choose packaging for my product?
The success of any product depends heavily on the message it carries. Luxury, youth, sustainability, minimalism are more than mere categories: they communicate with consumers’ feelings and expectations. And how better to convey your message than with the perfect packaging? Some of Quadpack’s best specialists will guide you through the enchanted world of jars, tubes and packs.
Meet Frankie. He’s hip and eco-aware. Just don’t call him a hippy
Last month you met Georgina. This month it’s Frankie’s turn. Frankie is the eco warrior of the new Quadpack family of personalities. The 3R’s (Reduce, Reuse, Recycle) is Frankie’s mantra, and these values guide everything he does. Frankie spends time and money making sure his food and clothing are from ethical sources. Personal grooming is important, but formulas and their packaging must adhere to green criteria.
Understanding Sustainability. It starts with Eco Design
The first Quadpack Roadshow for 2019 gave Category Managers and Sales teams the opportunity to discuss the topic on everyone’s mind; sustainability. Making Quadpack’s products and processes greener touches every inch of the company as it aims not only to reduce its own carbon footprint, but that of its clients and customers.
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.
New Design & Advanced Technologies department concentrates on pro-active research and conceptual ideas
Beauty brands need packaging that protect and enable the formula, fit the brand and bring differentiation. Considering this triple requirement as early as possible is the focus of the new department of Design & Advanced Technologies at Quadpack Industries. Dedicated to proactive research into new trends, product ideas, techniques and materials, it aims to work alongside brands and contract manufacturers during the creation of their new formulations.
Customisation: make-up meets diversity
Women of mixed ethnicity constitute a target group that is set to growth exponentially. Yet their colour cosmetics needs are far from being met. As brands seek ways to cater to the many skin tones within this group, packaging will emerge as a key factor in 'serving the underserved'.
Niche is the new normal
It is every brand's wish to be different. In fragrance, where aesthetics rule, differentiation becomes even more important. In recent years, this has spurred a trend that has seen more and more niche brands appearing in an ever-crowded market. With a large percentage of the 2,000 global fragrance references launched by these niche players last year, the current status looks to be stabilising. In other words, niche is the new normal.
- Jo Webb
- Company News -> QP Corporate News
- Created 27 Jun 2016
- Modified 23 Jul 2018
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