Regardless of category and product differences that sometimes dictate shoppers’ needs in packaging, the overall motive is the same: functionality.

“Consumers are looking for packaging that helps them in one way or another and eases their personal care and beauty chores,” said  Viktorija Gnatoka, global packaging analyst, Mintel, Chicago.  “There is no doubt that in the beauty market, aesthetic appeal of packaging also matters and serves as a great selling point. However, when consumers bring products home and start using them is when they really evaluate and appreciate the various attributes of packaging—such as easy to open, easy to use or apply, easy to reclose or easy to recycle.”

Gnatoka added that purpose is paramount because after consumers are finished using products, the experiences they had—including those with packaging—will determine whether they will be willing to buy the product again. That’s when packaging can play a crucial role in bringing repeat purchases to companies.

“That said, today we are seeing consumers not only looking for, but also appreciating such packaging attributes as refillable, recyclable, easy to store, and, of course, safe,” said Gnatoka. “Packaging functions, whether novel closures or applicators for enhanced product application, novel materials for higher safety or technologies for advanced use, all matter to the consumers.”

For consumers seeking convenience, brands are integrating flexible and convenient packaging formats, noted Prashant Sharma, project manager, consumer products practice, Kline & Company, Parsippany, NJ. He cited examples such as lids or caps that can be easily opened, dispensers which control portions, and tubes and bottles which can be easily stacked or hung in the bathing area.

Sharma also mentioned skin care as a category for packaging innovation—as seen with the popularity of serums and facial oils resulting in an increasing demand for dropper bottles, as well as products with active ingredients that require airless packages.

“I think today’s consumer is looking for packaging that checks off both form and function,” said Rebecca Sloat, senior designer, Birchbox, New York, NY. “No matter the price, everyone is attracted to packaging that speaks to them—with color, with typography, with textural qualities; something that stands out on the shelf, but is beautiful at home. Of course, there are exceptions—if the product you love has subpar packaging, you’ll still buy it—but wouldn’t it be better if it looked good too?”

Sloat added that the biggest trend right now is differentiation, and that’s coming through in many ways—from a heavy trend of bold, distinctive packaging, employed through custom artwork and patterning, to a very refined, simple aesthetic that conveys a sense of high-end luxury.

“It’s all about standing out from your competitors,” she told Happi.

Ultimately, consumers are time-stressed but still want to be pleased with their product packaging. Therefore, according to Jill Sands, publisher of The Trend Forecaster, Dorset, VT, “Consumers want a pretty package that elicits a smile and offers a surprise . . . something unexpected,” she told Happi. “They want the packaging to be simple and stress-free; not over-packaged. They want functional and recyclable! Shoppers want the ability to grab-and-go—hence, easily recognizable packaging with a distinct and consistent look.”

The Marketers Speak
Qualities of successful packaging include being impactful, eye-catching or appealing, observed Reuben Carranza, president of R+Co and V76 hair care, Miami. He told Happi, “This is important because packaging needs to break out from the clutter in retail environments.”

 Carranza also noted that the power of packaging is all about storytelling.

“Packaging that conveys a story—an aesthetic, a feeling—is getting great reception from our customers,” he explained. “The R+Co brand tells a clear story about the playful nature of the brand. Our Vicious Strong Hold Flexible Hairspray has packaging that showcases two manicured hands clutching the can and it has been broadly received by the customer base.”

The company is launching new travel sizes for summer in its popular SKUs Dallas Thickening Spray, One Prep Spray, Park Ave Blow Out Balm and Mannequin Styling Paste.

Meanwhile, Oriele Frank, director of marketing/new product development at Elemis, London, said shoppers want clarity, as in “who is the product for and what does it do?” She added that the name of the product is key.  

“I always say that you have a maximum of 1-2 seconds to engage and capture your shopper,” Frank told Happi. “Wording needs to be clear, concise and also large enough to be able to read. With an increasingly aging population and the largest target audience for beauty products being the 55+ category, we need to make sure the font is large enough to read.”

The industry is seeing a renaissance in having some “one-off” special editions with unique points of difference that gives real product standout in a very cluttered world, added Frank. For example, a recent launch at Elemis is British Botanical Shower Cream, with packaging designed by artist Amanda Ross. In addition, as part of its 25th anniversary, Elemis created two supersize products to celebrate the Pro-Collagen Marine Cream and Supersize Pro-Collagen Cleansing Balm. The silver lids have been embossed with details of the ingredients and additional touches of a handcrafted mirror with the same detailing.

The consumer expects beautifully designed graphics and embellishments on the packaging. According to Debra Valencia, president of lifestyle brand Debra Valencia, Los Angeles, CA, popular packaging includes metal baskets, ceramic containers and functional items such as soap dishes, tote bags, cosmetic bags and travel organizers.

“Anything less must be a deeply discounted product or an everyday staple,” she insisted. “We are using tassels, ribbons, crystals, metallic finishes and more to dress up the packaging for the bath and beauty category.”

 Laurice Rahme, founder and owner of fragrance brand Bond No 9, New York, agreed that it’s all about details in the power of packaging.

“Today’s consumers are looking for unique products and are more interested in creative packaging,” she explained. “Our packaging as well as our fragrances celebrates uniqueness that is found in each neighborhood. 

Each neighborhood has its own character, its own beauty and idiosyncrasies that spark creativity. The happy colorful packaging is very popular…the consumer wants color in her life.”

For Spring 2015, Bond No. 9 New York debuted Park Avenue South. The fragrance that is said to capture the neighborhood’s fresh, flirtatious and assured spirit complete with black and white packaging. The company also recently hosted a recycling initiative for customers to turn in empty perfume bottles as well as offering a free refillable pocket spray with purchases for the month of April. 

“As I become more aware of the issues facing our environment, I feel compelled on a personal and business level to participate in the green movement and assume a leadership role,” said Rahme.

Bigger and Brighter
Industry insiders agree that the future of packaging consists of improvements and expansions upon current innovations. For example, as consumers continue to gravitate toward technology, Sloat of Birchbox thinks “forced interaction” will become a packaging design trend.

“In other words, designing a piece to be opened and experienced in a certain, intuitive way, creating moments as the process unfolds,” she said. “When you open a box, what do you see? What piece do you have to remove to get to the product, if any? What elements of the brand can be found in small places? I think packaging will be about creating moments, starting with when you pick up an item.”

Gnatoka of Mintel agreed that while functionality, convenience and customization will continue to grow in packaging, the future will include more smart packaging technologies, such as built-in applicators or packaging functions that are connected to consumers’ electronic devices to inform them of product performance and remind them to buy a refill.

Another big trend is online packaging, added Gnatoka. She said, “With the growing number of consumers shopping online, packaging must evolve to make an impact on the screen, not the shelf. Without the ability to touch the product, online shoppers should be able to evaluate the packaging from the screen of their electronic device… packaging is not an exception, and novel technologies will connect consumers with brands via packaging.”

Frank of Elemis concurs.  “The shopper will continue to look for premium and unique packaging. We will see brands push the boundaries more than ever to create standout products,” she told Happi. “The industry is crying out for more innovation in packaging, so we are looking forward to seeing who can bring that to the table in decoration and design.”