The main function of cosmetic packaging
Most cosmetic products are generally liquid, emulsified or creamy. They don't have a distinctive appearance. They must be beautifully and uniquely packaged to show their own characteristics. Therefore, cosmetics generally rely on packaging in order to achieve good sales. From the point of view of consumer psychology, we must first draw the attention of consumers before we can trigger the consumer's desire to buy, that is, only the cosmetics itself will arouse the attention of consumers, and will only happen in the following series of behaviors. According to human eyeball activity studies, people respond to color the fastest. The power of packaging may depend on how to reconcile color contrasts, making it lively and eye-catching in stores, and soft and unglare after buying home. When consumers are attracted to their cosmetics before they are attracted to the cosmetics display rack, if the product's own packaging or its terminal image cannot attract its interest, its packaging design fails. Visible, stylish, eye-catching, dynamic, fun packaging design and the use of new bottles will become one of the means of cosmetics manufacturers to win the terminal. To everyone's familiar Procter & Gamble, its new "radiant" bath brand bottle material has changed the previous hard plastic texture, and chose a more humane soft hardness plastic packaging, so that in the invisible, Increased the affinity of its products. It can be said that the successful launch of “Qian Shuang” is not unrelated to the choice of packaging materials.
2. Improve taste
In people's daily life, cosmetics is becoming an indispensable beauty skin care product. Cosmetics in the beautification of life also forms a consumer market that contains huge business opportunities and cannot be ignored. Various skin care concepts emerge in an endless stream, and various brands of packaging are intriguing and dazzling. Many products not only sell effects, but also sell fashion and culture. The "fashionable" and "cultural" cosmetics are usually what we call quality. How cosmetic grades are reflected, in addition to product advertising and product counter display, packaging is an important part. Decent packaging not only directly stimulates the senses of consumers, but also reflects the brand's taste. Therefore, packaging as the "outerwear" of products must not only have the function of storing and protecting products, but also must have the effect of attracting purchases and guiding consumption.
Taking the crystal products produced by Dalian Eco Beauty Cosmetics Co., Ltd. as an example, due to its unique paste manufacturing process - the first example uses a fully automatic computerized paste machine to make all kinds of essences into spherical particles, filamentous flowers A variety of shapes, such as gel-like transparent gel, not only look crystal clear, stylish and beautiful, but also because of the complete sealing of the essence, and the use of active metal ion conduction, making it more than the general paste of skin care products Can more quickly and effectively restore the skin's natural vitality and eliminate skin problems. Considering the aesthetic appearance of the paste, the designer has a tendency to choose the organic glass material that has good transparency, strong plasticity, and the same feel and glass as the glass, and is matched with the quality and gloss in the selection of the outer packaging body. The fine gold and silver bottle caps give the crystal series cosmetics a luxurious and fashionable connotation. Since the products were put on the market, they have been favored by young and middle-aged female consumers.
3. Increase value
The psychological value of cosmetics plays a big role. The same lipstick of about 4 grams, some international brands priced as high as a few hundred dollars, while the domestic brand lipstick prices are generally only tens of dollars or even lower. This includes the psychological value of potential factors such as the appearance of the product itself, packaging and decoration, brand name, and corporate image.
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