Packaging Trends Go Out of Bounds

The world of consumer packaging appears to be moving in many different directions. In doing my research for this article, I tried to connect the dots and look for themes that indicated trends in one direction or another. What I found was a conglomeration of holiday glitz, high tech, sustainable and kitsch. So that’s what I’m sharing.

Estée Lauder Re-Nutriv Ultimate Diamond Sculpting/Refinishing Dual Infusion takes advantage of dual chamber packaging to present its high tech story. It’s a beautiful presentation, as it should be for $360 for 25ml. It’s elegant and rich looking, skillfully designed and executed.

Moving to the other end of the spectrum, Colgate’s Optic White Toothb rush and Whitener in one package is just too much fun to pass up. The whitening tube fits in the handle of the toothbrush providing no excuse not to use the product after brushing. It’s very clever and user friendly. It’s also a great example of how competitors are working hard to make a dent in Crest’s White Strip business. We’ve been trained to understand less than sparkling white teeth are yet another manifestation of aging and something to be avoided at all costs.

The Buxom Mascara Bar challenges the belief that mascara brushes must be an integral part of the formula and wiper system. Buxom’s clever entry into this highly competitive category is a breath of fresh air: Pick your look and pick your brush. They’ve made it easy, fun and customized.

Amore Pacific Future Response Age Defense Dual Eye Cream is a day/night dual treatment. It features SPF protection for day use and a full menu of skin benefits on the nighttime side.

Peter Thomas Roth uses his package decoration to explain the product function for De Spot Skin Brightening Corrector.  It enhances and supports the product story without a heavy dose of copy. There definitely is a trend here with graphic design being used to refine and emphasize the product positioning.

A little holiday sparkle was clearly the goal for Sephora’s Lip Gloss Christmas Ornament. Simple, irresistible and placed near the checkout bar, it was an easy add-on.

Why wouldn’t you want pearls on your eyelash curler? Clearly Tarte thought it was a terrific idea. Ladies Who Lash: for the beauty junkie who has everything, but just can’t resist a feminine twist. It’s quite charming.

I ran across this brand in South Korea in the spring and now it’s slowly making its way to the U.S. Too Cool for School is an adorable (very Asian), fresh, spirited color cosmetic line. Each package seems to be a cross between a game and a toy. The products themselves are terrific, affordable and remind us of why we love makeup.

Unilever has had some fun recently with beauty icon Vaseline. Various versions of Lip Therapy have moved from high function, low design to extremely lust-worthy, priced at $45. It’s the perfect high/low juxtaposition we can’t get enough of.

Method Air Refresher functions with only compressed air, no other propellant. Their packaging is always worth a second look and the brand changed the way we think about household products.  It’s another category entry that’ s too attractive to tuck away in a cabinet.

Kiko Milano Hypnotic Gaze Mascara Eyeliner Duo is one of those fascinating multi-use packages. The eyeliner wand is tucked into the mascara wand. You’ll have to head to Europe to find the brand, but you’ll be glad you did. It’s bright, sparkly, playful and very affordable.  

So my package picks are a cross section of fun and function, high and low. And I hope they serve as a reminder that while the product may be the prize, the package is critical.

About the Author

Karen Young is CEO of The Young Group.