Analysis of packaging status of cosmetics

Analysis of packaging status of cosmetics

1. Analysis of the current situation of cosmetic packaging

1.1 Common packaging types of modern cosmetics

(1) Glass bottles should be the earliest used in cosmetic packaging packaging containers, currently in the field of high-grade cosmetics packaging is still widely used in the field of 'its transparency and texture is ordinary plastic bottles can not be compared, used to be the first choice of cosmetic packaging material, but due to the material is bulky, fragile, high transportation costs, As a result, most of the low-end cosmetic packaging market has been replaced by plastic bottles, plastic bags or plastic tubes, so the proportion of glass bottles in cosmetic packaging has been 8% lower.

(2) Hose packaging is suitable for a variety of products and a sudden rise, hose packaging is not only economical and convenient, more convenient to carry, easy for consumers to use, so it is a form of packaging businesses are happy to use.

(3) Plastic bottle packaging is the most common cosmetic packaging, the advantage has been commendable, with light weight, strong, easy to process as the main characteristics, so it is the most commonly used form of cosmetic packaging for a long time. At the same time, plastic packaging can have glass packaging only transparent, so has maintained a good momentum of growth. Transparent characteristics will become a big trend of cosmetic packaging, on the other hand, with higher transparency, but also better for consumers to observe, choose, and play a role in supervising the business product ingredients, by observing the color, shape to judge the quality of the bottle contents.

(4) Plastic bags are convenient to carry and use, and are the preferred packaging form for many travel products and replacement products. Now the emergence of many special-shaped plastic bags adds a lot of luster to this family.

(5) Metal container packaging is a special packaging form in cosmetics packaging. Aluminum cans of various forms are used in the packaging of various cosmetics with aerosol dosage forms, which enrich the dosage forms of cosmetics and increase the fun and convenience of using cosmetics.

(6) the biggest feature of capsule packaging is reflected in the user's convenience, cosmetic capsule appearance design is more novel and unique, stimulate consumers' desire to buy. It's more portable, more convenient, smaller and safer. Not only confined to the use of home life, but also suitable for carrying out. The contents are designed for disposable use to avoid secondary pollution, so as to ensure that the products used by consumers are clean and the safety of the products is greatly improved. However, the cost and price of this kind of packaging cosmetics are slightly expensive, which will not become the mainstream product of consumption, but also a popular vane in the future. It is a status symbol of consumers who pursue high-quality life, so there will be a certain and fixed consumer group.

(7) Vacuum packaging has gradually emerged in the market, in order to protect some special cosmetics, vacuum packaging application born, vacuum packaging because of high cost, has not been widely used, the value of some cosmetics itself does not cover the cost of packaging, that is not a violation of its real meaning? The uniqueness of vacuum packaging lies in its strong protection, which is more convenient for the use of high-concentration cosmetics, and can also improve the quality and grade of cosmetics.

2. Analysis of the current situation of cosmetic packaging

(1) Cosmetic packaging pays attention to marketing effect and ignores the development direction of green

The "fashion" of cosmetics is usually what we call taste. In this era of rapid consumption, beauty is replaced by quality. "Everyone has the heart of beauty", and businesses seize this important opportunity to cater to the public consumption and stimulate consumption. There are so many different kinds of products, which are sold under the banner of skin care and beauty to promote consumers' desire to buy. In this materialistic world, to product entity display advertising, people pay attention to the packaging of cosmetics itself more and more fine enough, enough to fashion, popular, packing become the consumers choose products is also an option, the packaging can reflect consumer tastes at the same time, also seems to show the purchasing power of consumers. Generous, beautiful and exquisite packaging can directly bring consumers the most intuitive consumption experience and consumer demand, but these packaging is often flashy, complex process, recyclable value is not high, so we say that the current cosmetic packaging does not pay attention to the green concept and sustainable development direction.

(2) Cosmetic packaging blindly pursues the psychological effect of consumers

Packaging bring potential consumer psychological effect is very big, different brands of cosmetics, as may be, or that an inner instead not initiated cheaper intrinsic to the good, but the consumer is that you must be good, see on the packaging of some well-known brands want to buy, that is to say, in the product cost under the condition of basically the same, why consumers have a kind of inertia consumption? This includes many factors, such as the external packaging of the product, trademark brand, business scale and so on, as well as conformity consumption and comparative consumption, which are all factors that become final consumption. These are the psychological effects of consumers' own potential consumption.

Different consumer has its certain judgment on consumption, in order to make a final choice, because of the age, sex, occupation, personal preferences and economic ability difference, the resulting shopping psychological activity with interaction between differences are quite big, such as the mature consumers, housewives, working class, students are mainly practical consumption, This kind of consumer will not consume for the sake of consumption, will not choose because the so-called appearance packaging catches the eye; Young people, people with more economic income, and knowledgeable consumers often do not consume rationally, but they will choose products with exquisite packaging and pay attention to fashion and superior taste. On this basis, merchants grasp the consumer's consumption dynamics and choose different packaging strategies according to different consumer groups in product positioning.

(3) Cosmetic packaging pays too much attention to advertising effect

In daily life, we often choose in large shopping malls or supermarkets to buy cosmetics, often see piles of cosmetics, is what is called a series of packaging, manufacturers in the production of the same brand or when the same products, use the same icon, color, etc., to remind consumers to the brand is the same family production, avoid consumer confusion consumption, This form of packaging is now very common, not only save the labor labor of the business itself and bring convenient consumption to consumers. Then there is combination packaging, which means that similar products are bundled in a package, which is convenient for consumers to buy but also more affordable than single purchase. It is a means of promotion for businesses.