Simplicity, functionality and personality: key trends in cosmetics packaging

Punchard told CosmeticsDesign-Europe.com that two recent major trends in the skin care packaging market had been ‘easy-to-use’ and ‘small sizes’.

The easy-to-use trend has seen the rise of squeezable plastic tubes that are easy to handle, or use pump closures that enable easy dosing and application. Ease of application is increasingly important to consumers, says Punchard, and he suggested that innovations in sun care pump sprays might soon be carried over into skin care packaging.

The increase in production of ‘small size’ packaging resonates well with the rise of the consumer-on-the-go. He said that people increasingly like to ‘top up’ on skin care or freshen up during the day and small, travel sized products facilitated this trend.

Punchard also stated that this trend was boosted by the flight hand-luggage restrictions which only allow customers to travel with 50ml size liquid products.​

Major hair care trends​

In hair care, Punchard said that the demand for innovation had been more slight. One exception to this has been the introduction of refill pouches in Japan, which he said had shown strong potential for growth, capitalising on consumer awareness of the environment.

Interestingly however, he added that although consumer awareness of environmental issues has clearly risen,‘product suitability and effectiveness will come first in packaging decisions. For that reason, although the refill pouches had been popular, they ‘are unlikely to have a big impact in the short to medium term’, he said.

The future of packaging​

One major new growth area Punchard pinpointed is packaging that enables personalisation. This refers to the possibility for consumers to mix the contents of the bottle according to their own personal skin tone. Punchard said this trend was sure to rise as "consumers continually demand products made for them." ​

He also emphasised that consumer demand for easier application has been rising, with more stating that they want to spend less time on cosmetics application. In addition, he said that a greater desire for professional results will lead to an increase in the consumption of functional closures and pumps as well as packaging that incorporates brushes.