Chris Rockwell, founder of Lextant06.13.16
What if one tube of lipstick could unlock other colors that would look good on you? How about a tub of moisturizer that let you meet the farmer who grew the lavender that’s in it? Or a bottle of shampoo that could connect you with other people who fight the curly hair battle?
In leveraging technology, packaging for beauty products has the ability to go far beyond the basics and give consumers what they’re really looking for. And for Millennials—the 78 million people born between 1980 and 2000—what they’re really looking for is support for the conscious consumerism that sets them apart from the functional buying and conspicuous consumption of earlier generations.
By 2025, these Millennials will represent 75% of the global workforce and one of the largest market opportunities ever seen. But they are unique. They have different motivations, fleeting brand loyalty, and expectations that previous generations didn’t have.
Lextant’s Millennial research revealed seven core values and four enablers that motivate this generation and support their desire to feel extraordinary. The values guide their behaviors, how they spend money, the life outcomes they seek, and the products with which they want to associate; while the enablers—like technology—are tools to help them achieve their desired outcomes, but are not valuable just on their own.
For Millennials, technology can play a key role in packaging experiences. Millennials don’t want to be entertained by product packaging. They want to know more, and technology can help them better understand the product, its history, and the integrity of ingredients—both on the shelf and during use. By exploring the values that drive Millennials, we’ve uncovered opportunities for brands to use technology to facilitate experiences that matter to them.
Extend Your Story
Millennials purchase with purpose. They see their values reflected in the products they buy. More than any other generation, they want to know how or where or by whom a product is made. They want to know what’s inside it and what will become of it, who’s making money off it and who can benefit from it. And while only so many words fit on the box or the back of the bottle, technology can create new real estate for brands to tell the stories that Millennials want to hear.
Snap a photo of the box and package recognition technology could rate the brand by measuring it on values like being earth-friendly or cruelty-free. It might talk about the farms where the ingredients were sourced or the communities that benefited from the product’s proceeds. Brands can use technology to give Millennial consumers the rest of the story—the information they need to measure the product against their own values.
Fuel Their Self-Reliance
Uniqueness is a balancing act for Millennials. They strive to live in the sweet spot between being weird and blending in, which compels them to focus on being their own best self. Rather than buy into the latest trend, they want to buy the product that works best for them.
Scan the box and a virtual try-on tool can show how that color looks on their face, not a model’s. Product selector tools can tell them which formulation fits their skin needs, or which scents complement the one they already own. Technology can present the product in the context of who they are and who they want to be, which gives them the confidence to achieve it.
Amplify Their Impact
Giving is fundamental for Millennials. They want to make a positive impact in how they spend their money and their time, and they want to get personal. Blind generosity isn’t enough. At the least, they want to know who they’re helping and how, but even better is giving them choice in the matter. Let Millennials see what your brand stands for on the package and they may be more inclined to stand with you.
Text a code on the package to choose which charity the dollars from the purchase will go to. Direct shoppers to social media where they can see stories about how they’ve impacted a community or organization and let them take ownership of their contribution and share it with friends. When you help them give in more meaningful ways, you are more meaningful to them.
Be Goal-Oriented
Millennials are driven to set and accomplish goals. They want to be the best at what they do, and yet they know sometimes that requires getting help. Your product might be the key to them achieving their goal, so it’s crucial that they know how it works, how to use it, and what progress looks like—information that doesn’t all fit on the package and that needs to be more engaging than a paper insert.
Promote a video channel with product demonstrations that include all the variations and trouble-shooting they might need. Let them sign up for push notifications when it’s time for them to use your product, and connect them with product experts to handle individual questions. Be the brand that helps them reach their goals and they will not forget you.
Make an Introduction
Relationships are what make life worthwhile to Millennials. They invest in connections with others to build support systems they can rely on—and not just with friends and family. Technology is a great relationship enabler, connecting them to people with needs or desires like theirs. And while they might be alone at the point of purchase, your package can link them to others with experiences that are valuable to them.
Include a code on the package to join a private Facebook group with others who have the same needs your product meets. Invite them to share their knowledge about the condition they have or the result they desire in a blog.
Technology has kicked the door to deeper brand engagement wide open, allowing for a whole new way to think about beauty product packaging. The possibilities really are unlimited, so the key is to focus on experiences that support the values that Millennials hold dear.
ABOUT THE AUTHOR
Read More
Millennial & Gen-Z Beauty Consumers: What Makes Them Tick
Tapping Into Millennials
In leveraging technology, packaging for beauty products has the ability to go far beyond the basics and give consumers what they’re really looking for. And for Millennials—the 78 million people born between 1980 and 2000—what they’re really looking for is support for the conscious consumerism that sets them apart from the functional buying and conspicuous consumption of earlier generations.
By 2025, these Millennials will represent 75% of the global workforce and one of the largest market opportunities ever seen. But they are unique. They have different motivations, fleeting brand loyalty, and expectations that previous generations didn’t have.
Lextant’s Millennial research revealed seven core values and four enablers that motivate this generation and support their desire to feel extraordinary. The values guide their behaviors, how they spend money, the life outcomes they seek, and the products with which they want to associate; while the enablers—like technology—are tools to help them achieve their desired outcomes, but are not valuable just on their own.
For Millennials, technology can play a key role in packaging experiences. Millennials don’t want to be entertained by product packaging. They want to know more, and technology can help them better understand the product, its history, and the integrity of ingredients—both on the shelf and during use. By exploring the values that drive Millennials, we’ve uncovered opportunities for brands to use technology to facilitate experiences that matter to them.
Extend Your Story
Millennials purchase with purpose. They see their values reflected in the products they buy. More than any other generation, they want to know how or where or by whom a product is made. They want to know what’s inside it and what will become of it, who’s making money off it and who can benefit from it. And while only so many words fit on the box or the back of the bottle, technology can create new real estate for brands to tell the stories that Millennials want to hear.
Snap a photo of the box and package recognition technology could rate the brand by measuring it on values like being earth-friendly or cruelty-free. It might talk about the farms where the ingredients were sourced or the communities that benefited from the product’s proceeds. Brands can use technology to give Millennial consumers the rest of the story—the information they need to measure the product against their own values.
Fuel Their Self-Reliance
Uniqueness is a balancing act for Millennials. They strive to live in the sweet spot between being weird and blending in, which compels them to focus on being their own best self. Rather than buy into the latest trend, they want to buy the product that works best for them.
Scan the box and a virtual try-on tool can show how that color looks on their face, not a model’s. Product selector tools can tell them which formulation fits their skin needs, or which scents complement the one they already own. Technology can present the product in the context of who they are and who they want to be, which gives them the confidence to achieve it.
Amplify Their Impact
Giving is fundamental for Millennials. They want to make a positive impact in how they spend their money and their time, and they want to get personal. Blind generosity isn’t enough. At the least, they want to know who they’re helping and how, but even better is giving them choice in the matter. Let Millennials see what your brand stands for on the package and they may be more inclined to stand with you.
Text a code on the package to choose which charity the dollars from the purchase will go to. Direct shoppers to social media where they can see stories about how they’ve impacted a community or organization and let them take ownership of their contribution and share it with friends. When you help them give in more meaningful ways, you are more meaningful to them.
Be Goal-Oriented
Millennials are driven to set and accomplish goals. They want to be the best at what they do, and yet they know sometimes that requires getting help. Your product might be the key to them achieving their goal, so it’s crucial that they know how it works, how to use it, and what progress looks like—information that doesn’t all fit on the package and that needs to be more engaging than a paper insert.
Promote a video channel with product demonstrations that include all the variations and trouble-shooting they might need. Let them sign up for push notifications when it’s time for them to use your product, and connect them with product experts to handle individual questions. Be the brand that helps them reach their goals and they will not forget you.
Make an Introduction
Relationships are what make life worthwhile to Millennials. They invest in connections with others to build support systems they can rely on—and not just with friends and family. Technology is a great relationship enabler, connecting them to people with needs or desires like theirs. And while they might be alone at the point of purchase, your package can link them to others with experiences that are valuable to them.
Include a code on the package to join a private Facebook group with others who have the same needs your product meets. Invite them to share their knowledge about the condition they have or the result they desire in a blog.
Technology has kicked the door to deeper brand engagement wide open, allowing for a whole new way to think about beauty product packaging. The possibilities really are unlimited, so the key is to focus on experiences that support the values that Millennials hold dear.
ABOUT THE AUTHOR
Chris is the founder of Lextant, the human experience firm dedicated to informing and inspiring design through a deep understanding of people, their experiences and aspirations. His contextual, ethnographic, participatory, and modeling frameworks have helped clients such as Ford, Fiat Chrysler, P&G, Nationwide and others deliver products and solutions aligned with the emotional, behavioral, and experiential needs of their customers.
Read MoreMillennial & Gen-Z Beauty Consumers: What Makes Them Tick
Tapping Into Millennials
