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'.
A recent report by market researcher Mintel highlights the rise of multi-culturalism. It states that this demographic trend is "leaving many consumers unable to find cosmetics that match their skin tone. While brands simply cannot launch products for every possible tone, packaging can help meet this new consumer need."
Millennials are putting on the pressure. The younger generations are not shy about making demands and what they want is tailored solutions. Customisable packaging is already starting to boom, with build-your-own palettes appearing in retail stores and online personalisation services emerging on the internet.
The bigger brands are starting to bring out greater numbers of shades, as many as 40 in the case of Fenty Beauty. To differentiate in store, the packaging needs to enable consumers to easily identify the colour they want. This means viewing windows or transparent packaging. Glass is ideal here. Not only is it perfectly compatible with any formula, is also super clear, giving an undiluted view of the bulk. The YouWood and Liquid Foundation ranges in Quadpack's Q-Line portfolio are especially designed with glass bottles to help brands meet the needs of this growing market.
Alternatively, some kind of colour coding mechanism can help for identification. Colour-matched discs or collars can be added at the last minute on the filling line. Quadpack's Slim Panstick with removable ring or Jumbo Stick with snap-on discs both provide effective means of colour coding. This way, brands can adapt their delivery to market according to last week's sales figures, for a quick response to demand.
Blend it yourself
With the sheer number of possible skin tones, some cosmetics companies prefer to offer solutions that involve some kind of blending on the part of the consumer. NYX, The Body Shop, Autograph and MUA are just some of the brands who have released shade-adjusting drops that allow you to darken, lighten or otherwise alter the colour of your foundation.
For this kind of product, practicality is king. The pack needs to offer accurate dosage in a convenient way to add the product for blending. Push button or teat droppers, squeezable bottles or tubes with precision applicators all offer suitable solutions.
Build it yourself
In fact, any kind of dual, triple or multi pack offers consumers a degree of customisation. Where a greater number of shades is required, palettes offer the answer. Right now, custom palettes are coming into their own, whether for lip, face or eye colour. The trays need to be easy to change, while the palette case needs to be robust enough to withstand long-term use – all without compromising aesthetics, of course!
This kind of build-it-yourself solution is extending itself beyond palettes, to include modular sticks and stackable jars. Trinny London's The Stack is a perfect example of a portable solution of a customisable colour range. It's practical, convenient, fun and adaptable to your own tastes and habits – a solution that was highly commended at the Pure Beauty Awards in May.
Blueprint for packaging diversity
Whatever solution a brand turns to in order to offer colour diversity, there are certain characteristics required of the packaging. The phrase 'smart packaging' applies here more than ever and not just for the consumer. Modular solutions mean basic components can be held in stock for just-in-time decoration. Intelligent stocking is a great enabler of the fast time to market required by make-up brands – and is set to become a big growth area, along with on-demand personalisation.
Modular solutions can adapt to different formulations, brand images and positioning. This adaptability is crucial in the world of fast cosmetics. It also requires collaboration by the various stakeholders in the value chain, from the formulators to the packagers and fillers. The Millennials can teach the world a thing or two about teamwork to achieve a common goal. And diversity in make-up is a goal worthy of bringing the beauty industry together.
– Sonia Cerato, Quadpack Make-Up Category Manager
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.
Embracing the difference: the power of empathy
Activism and transparency are at the core of Breaking moulds, one of the #qppackfuture themes based on Quadpack Design Team’s perspective of how people will live and connect in the next few years. Quadpack’s Design Team has developed prototypes that represent the Breaking Moulds theme.
Less is more: when buying has meaning
Conscious consumerism is rising. While people all around the world have been increasingly aware of what’s behind the advertising, paying attention to products’ ingredients and sourcing, in recent times the environmental and social impact of every purchase has also become a general concern.
Beauty e-commerce enters a new era
At some point so far this year, half of the world’s population has been asked or ordered to stay home. The COVID-19 pandemic has changed most of our habits and the purchasing experience is one of the most affected. Quadpack interviewed some of its global clients to better understand what’s behind the e-commerce ‘new normal’.
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.
- Jo Webb
- Company News -> QP Corporate News
- Created 26 Jun 2018
- Modified 23 Jul 2018
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