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:
This younger target is more interested in change than their more senior counterparts. They are looking for the perfect fragrance, not content with choosing one from the selection they find on the shelf. It is common for this demographic to use four fragrances simultaneously. Self-expression through scent means matching their perfume to their mood, even creating something entirely new.
Layering is a trend that is rapidly taking hold, where consumers combine different products to produce a unique blend. The industry is responding with new formats that are smaller than the traditional 100ml, allowing the purchase of several products which with to experiment. Roll-ons are popular here, as they offer a convenient way to apply fragrances in layers on pulse points. Metal roller balls offer a cooling effect, too, for a more sensory experience that turns their use almost into a ritual.
Niche brands are attempting to woo old and new generations alike with discovery kits, offering three to five fragrances, often in mid-sized bottles of around 10-30ml. These allow consumers to try out a new range without the investment of a standard size or the annoyance of running out quickly.
Beautiful collection cases are used to present these ranges at the high end of the market. These bespoke creations are almost as precious as the products they contain, with a use long beyond that for which they were originally intended. These have a life as a collector's item, used to decorate shelves or to house jewellery, and so are very effective in keeping the brand foremost in mind.
Gender-neutral fragrances are another new entry being brought to market by these niche labels, with a good measure of success. As purchase is normally made in the first month of a launch, brands soon know if they are onto a winner or not.
Miniatures, flankers and one-shots
Having said that, miniatures are seeing something of a revival, representing 10% of retail sales. Flankers, limited editions, duty-free formats and one-shot projects – these all satisfy the younger generation's need for new options. These variants use the same primary packaging as the range to which they belong, but with the packs differentiated by colour, decoration and accessories.
Their sales are boosted by special promotions. It's a well-known fact that people tend to buy when there is a promotion and brands are currently taking full advantage, though only 10% of flankers survive beyond the first year.
And it's not just fragrance brands – there are many new entrants from many different industries. Fashion, car and watch brands are entering perfumery with a bang. With distribution channels already in place, these companies are well-placed to bring new products to market successfully. Hugely successful, these new entrants are adding to an increasingly crowded market.
Time will tell which fragrances are here to stay and which are a momentary trend. What is sure is that the industry is changing, with a new generation of consumers rewriting the rules. While they are unlikely to affect the very premium segment, they are altering the way perfumes are used in general, opening doors to new ideas and new concepts. All in all, these are exciting times in the fragrance sector.
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.
Make-up meets skin care
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. Sonia Cerato, Quadpack Make-Up 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 11 JUL 2016
- Modified 23 JUL 2018
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