Convenience and shelf presence are driving beauty packaging sales
The skin and hair care categories have seen a shift away from traditional closures, adopting pump dispensers due to the convenience factor.
Pumps taking market share
Originally pumps were being used in liquid soap, but have now been adopted by the skin and hair care categories, and they are now taking market share away from the more traditional plastic dispensing closures and screw caps.
“Convenience is a key driver. In the beauty industry, like in others, it is important to add convenience to the pack for the consumer,” explains Rosemarie Downey, Euromonitor packaging industry manager.
“For example in beauty, you have the lotion pumps, and again it is all about the ease-of-use and convenience due to the one handed application that is afforded by this type of closure.”
Skin and sun care take aerosol plunge
The metal aerosol can is another area that has seen a growth in figures. Sales have traditionally been for deodorants and hair spray products, but there is now an expansion into other areas, particularly in the beauty industry.
“Sun care and skin care have been strong areas of growth [for aerosols],” continues Downey.
“This is due to the on-shelf presence and the differentiation afforded by this pack type compared to the more commonly seen plastic bottle. So this is really an area where the aerosol can is adding to brand owner’s sales.”
For example, in developing countries, such as Taiwan, cosmetics maker Neutrogena has extended its launch of this pack type for its sun care range.
Aerosols have also seen growth in the oral care arena. GlaxoSmithKline brands Sensodyne and Aquafresh, although very niche in sale have extended their geographic presence.
“We have seen some of these brands use aerosol cans offering that foaming action – so you get a different consumer experience. This has been extended to countries like Russia and Argentina,” says Downey.
Value for money still important
As well as these two drivers, value for money maintains its strong foothold as a packaging trend.
Promotions such as ‘2 for 1’ and ‘buy one get one free’ are still popular ploys, but there has also been an influx of larger pack sizes being used.
