10.22.10
Pevonia Botanica SpaTeen appeals to teens via white tubes that are accented with green or chartreuse flip-top caps. |
A new generation of doctor brands prescribes a modification in color trends.
Color preference, like scent, is very subjective. Indeed it is so subconscious that it ranks as one of the least important influencers on the decision to buy beauty products. (According to a May 2010 Mintel UK study, The Role of Packaging in Beauty Innovation, color is not ranked in the top 10 in the UK, and only 9% of adults say bright colors are a factor in buying a product versus 5% who state that neutral colors matter when buying beauty products.)
Despite this, it is still a creative area for innovation. Established brands update packaging or introduce limited edition versions to create shelf appeal, while new brands tend to experiment with packaging codes to stand out. In terms of the visual characteristics of packaging, one in five UK adults are attracted to stylish packaging. It is less important that it is expensive looking, although brightly colored packaging is more influential than neutrally colored products. An analysis of new skin care launches by Mintel Beauty Innovation shows how color trends in packaging are evolving.
Doctor Brands
There’s been a shift in packaging codes for doctor brands. The first generation of U.S. doctor brands—Dr. Brandt, Dr. Perricone, Dr. Sebagh, etc.—favored monochrome black-and-white packaging with serif typefaces. Metallic accents were also a hallmark, reflecting the high-tech aspects of the concepts and ingredients. Today’s new U.S. doctor brands are adopting a different color palette. These new launches tend to use burnished bronze as a primary packaging color with pastel accents.
Dr. Robert Rey introduced his Sensual Solutions range in 2008. This anti-aging line is based on an AActive6-Exotics complex of Brazilian actives with high-tech ingredients. The original line was packaged in bronze tubes and jars with lid and tray style cartons with ribbon handles in contrasting pink, green or orange. Two new products have been added to the range this autumn. While the color scheme remains the same, the outer packaging has been simplified to white board carton boxes. Dr. Rey is a Beverly Hills-based cosmetic and reconstructive surgeon, and also the star of E! Channel’s “Dr. 90210.”
Dr. Jay Calvert is another Beverly Hills-based board-certified plastic surgeon. He launched the RoxSpa Aesthetics range this year to help his clients heal and maintain their skin, following treatments. The free-from products are packaged in opaque pump dispensers with metallic bronze bases and caps. The Mend Rosacea/Sensitive Skin Serum is said to calm, remodel and restore skin that is sensitive, inflamed or prone to rosacea.
Dr. Macrene Alexiades-Armenakas is a New York City-based dermatologist who created an all-in-one cream to replace moisturizer, serum, day cream, night cream and eye cream. The Skin Results 37 Extreme Actives High Performance Anti-Aging Cream comes in an opaque jar with a metallic brown lid; the outer packaging is silver with brown and orange accents. The product claims to improve appearance of wrinkles, age spots and redness, boost skin thickness and smooth its texture and provide a pro-collagen function. Dr. Alexiades-Armenakas earned three degrees from Harvard and runs her own research clinic and private practice in laser and aesthetic dermatology.
Teen Skin Care
Teen skin care is another category that has seen its color codes evolve recently. One in five 16-24 year-olds are attracted to brightly colored packaging, compared to an average of fewer than one in 10 adults. Many products targeting the youth market come in brightly colored packaging, yet as seen in new launches, color is being used as an accent rather than as the base.
Murad’s Clean Scene range for teenagers and young adults is available in flattened white tubes with neon pink, blue, green and yellow accents. The neat contemporary graphics and san serif font convey a friendly, approachable image for this doctor brand. The line is not for teens with serious skin issues; it is designed to help them start healthy skin care habits.
Pevonia Botanica SpaTeen All Skin Types is also targeted at teens. The white tubes are accented with green or chartreuse flip-top caps. They feature the Go Green label, which means that all the products are formulated with organic ingredients, are non-comedogenic and cruelty-free, contain no paraben, alcohol, lanolin, mineral oil, PABA, artificial colors, formaldehyde or sodium lauryl sulfate, and come in packaging that is recyclable and biodegradable.
My Skin is a new teen skin range from Tesco in Ireland. The Make Up Fresh Facial Wipes come in a glossy white flexible pack decorated with pastel flowers, which reflect the colors of the key actives. The cleansing wipes are formulated with extracts of raspberry and lime tree blossom.
Color and Techno Beauty
Choosing color for packaging that appeals to multiple consumer types is a perennial challenge for designers and brand managers. One potential solution is to explore technology from other industries such as OLED, electroluminescent technology and e-ink, and how these could be adapted to provide ever-changing or customized color schemes.
Nica Lewis is head consultant, Mintel Beauty Innovation—and a member of Beauty Packaging’s Board of Advisors.
