3 Key Cosmetic Packaging Trends from the Pentawards

Each year we have the privilege of looking through over 2,000 entries from more than 60 countries for our Pentawards competition, through which we can identify the key trends and developments that lay the foundations for our annual Pentawards Trends Report.
 
This year, entries from the beauty industry were progressive, bold and innovative. Here we take a closer look at three key trends from our 2023/2024 report, highlighting the 2023 Pentawards competition beauty entries that encapsulated them, showcasing packaging that is interactive, eco-conscious and designed to retain consumers’ attention. 

Moving Parts 

The unboxing experience is undoubtedly an important aspect of beauty packaging; however, it should not be prioritized over sustainability. The Moving Parts trend highlights more imaginative uses of paper packaging that have prevailed in recent years, adding value to the unboxing experience while remaining environmentally conscious.
 
Gold winner Soapume Papier’s compact and sturdy paper sleeves by Underline Graphic Inc. replaced its conventional plastic soap cases, yet retained its enjoyable unboxing experience with a sliding feature. 
 
Packaging with removable and refillable options is also penetrating the beauty market, not only adding an interactive element but also appealing to the conscious consumer. 
 
The Daydream Fragrance Collection by Vincent Villéfger—Body, Health & Beauty Platinum winner—is a great example of a compact and customizable refillable perfume product.  

Making a Statement

Bold colors just aren’t enough to have a lasting effect on consumers anymore. Instead, beauty brands are opting for bold statements in punchy lettering to capture attention and communicate key brand values, messaging, and product features.
 
Vibrant typography and colors feature in the Body, Health & Beauty Bronze winner, Oh Hey Hero!’s packaging is devised to attract its demographic and add value to its shelf appeal.
 
We envisage more beauty brands using bold colors, impactful statements, and striking typography in tandem as they move toward designing memorable products with immediate appeal. 

Earthy Aesthetics  

As consumers' appreciation of nature grows, packaging will start to adopt more earthy aesthetics to showcase where they have come from. Many brands and studios are incorporating rock and earth-like textures in their designs, adding visual and tactile richness while reflecting the product’s natural origins and inspiration.
 
The Body, Health & Beauty category Gold winner, Snow Algae Essence by Kosé Corporation, demonstrates this tactile rock texture, and contour lines to express the geographical environment where the main ingredient grows.

About the Author
Jennifer Clements is Senior Project Manager at Pentawards.