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
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.
Quadpack trend directive: 3 emerging trends for 2019
Quadpack’s designers have developed three key trends based on architectural, fashion, art and demographic influences. Three trends which can be applied to beauty packaging to create surprising new designs ahead of the curve for forward-looking brands.
November 2017 Mix it! Blend it! Skincare goes BIY
Mixing facial treatments is an age-old tradition. Preparing your ingredients before applying them to your face turns skincare into a ritual. One that brings a feeling of wellbeing, of spending some precious 'me-time'. Whether blending your favourite colours or combining different products, this active involvement in the practice of skincare is trending – and packaging is here to help.
Navigating make-up's new frontier
The make-up game has changed. The dynamic of 'fast fashion', where customers expect to see something new from their favourite brands on an almost weekly basis, has impacted the colour cosmetics industry. Even for large companies, the lead time from product development to launch has gone from two years to less than three months.
Fragrance goes natural
The world is changing. New generations have new priorities, driven by an acute awareness of the need for sustainability. As the Millennials grow up, so their influence grows. While this generation does not have great spending power (yet!), these youngsters are demanding products and practices that respect the planet. Fragrance brands are quick to recognise this demand, understanding that their own efforts at sustainability can only benefit by meeting their needs.
Quadpack trend directive: 3 emerging trends for 2018
Quadpack's creative team identifies the next big trends in the beauty industry. Its Trend Directive takes a global view of major cultural trends, including consumer lifestyles, and predicts how these will influence formulations, as well as packaging.
Changing times in the fragrance industry
As trends go, perfumery is more enduring than other beauty sectors like colour cosmetics or skincare. This area is less fickle and changeable and more inclined to embrace classic sophistication. Nevertheless, change does happen and is happening now, much of it driven by the new generation of consumers. Isabelle de Maistre, Quadpack's Perfumery Category Manager explains.
Beauty on the go: Packaging trends seen by Quadpack
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.
Quadpack demonstrates forward-thinking in eco friendly beauty packaging
Earth-friendly containers help save resources, energy, money and, of course, the environment. For cosmetics brands, however, such words may conjure up images of low-quality bottles, jars and tubes, that look cheap and perform accordingly. Now more than ever, this could not be farther from the truth. Today's reality is that sustainable packaging can look and perform as well as concepts devised without the planet in mind, while tying in with a rising public awareness.
Fragrance, who to be today?
Stylish, subtle, lively, distinguished. Perfume allows consumers to be whoever they want. That makes choosing a fragrance an emotional choice, with packaging a key decision-making factor. Quapack, in partnership with Premi, offers a full range of perfume bottles, from classic shapes and slim vials, to avant-garde formats for niche brands like children's cologne.
Packaging goes 'eco-chic'
Gone are the days when organic cosmetics meant low-cost, do-it-yourself recipes of dubious results. The concept of natural beauty now encompasses the whole spectrum of cosmetics, with high-end luxury brands offering first-class organic treatments, free from artificial ingredients. The beauty sector now goes even beyond organic formulas, to encompass environmentally-friendly packaging, under the new umbrella of 'eco-chic'.
New foamers tested with a functional mock-up
New formula? New delivery method? No problem! Apollo’s patented foam pumps can be tested with your formulation fast, thanks to the advanced technology of its four seasons climate control testing machine and its ability to create functional mock-up samples that look like they are made from an actual production mould.
- Jo Webb
- Company News -> QP Corporate News
- Created 27 JUN 2016
- Modified 23 JUL 2018
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