While price and brand name are traditionally big influences on purchases, in the cosmetics industry packaging has become a great consideration as no matter how good a product may be, if it is in a dull or off-putting pack, it is less likely to be picked up.
According to market researcher Canadean, packaging drives the sensory experience, and this will be important in 2015.
Canadean has forecast the top trends which will influence consumer behaviour next year for FMCG, providing an insight into how manufacturers and marketers can target these evolving consumer needs to drive sales over the next year.
Standing out
The one which stands out most for the cosmetics industry is just that – the need to stand out, particularly in such a competitive arena.
“The large number of products available on supermarket shelves means that many brands are in danger of fading into the background,” says Canadean.
“Innovative packaging that draws consumer attention will be vital for retaining market share and for brands attempting to enter the market.”
The researcher points to the use of haptics (the involvement of touch) including tactile packs, bright colours and reflective surfaces, as helping to enhance the sensory experience.
“[For example] matt finishing and the feel of a product can denote quality and superiority, encouraging trading-up and higher levels of spending,” adds Canadean.
Importance
Packaging is often referred to as a silent salesman and can make a major contribution to sales. Exciting visual presentation can make all the difference between the success and failure of a product, and can place a cosmetics brand ahead of its competition.
Purchasing cosmetics is an emotive purchase, as it is not fundamentally an essential item; therefore beauty brand play on this, enhancing products with a touch of luxury, or by making backs clear and elegant.
Cosmetics will be on display in the bathroom and in public, just as they are on the shop shelf; and the first thing someone will see, is the packaging. Whether it is the branding or the design, it is the first impression someone will have of a product, and potentially, the person that uses it.
Exclusivity
Another trend highlighted by Canadean is the desire for craft offerings as consumers want their products to be produced and manufactured on a smaller scale to ensure quality and to feel a closer connection to the brands they choose.
“By emphasising the exclusivity of a product and the care with which it was formulated, brands will encourage sales among a growing number of consumers who want to move away from mass-produced items across the FMCG market,” says the researcher.