Karen Young, The Young Group02.01.16
Whenever I focus on packaging in our industry, I’m pulled in two directions: We create close to 140 billlion units of packaging annually (Market Research Store), the majority of which ends up in landfill. The waste is horrendous. As global citizens, we’re confronted with sustainability issues on every front, concerned about climate change, doing our upmost to recycle, repurpose and reuse. Yet the beauty industry keeps moving along with often unnecessary, unrecyclable packaging. Certainly a great deal of effort is being made to change, but we have a long way to go.
On the other hand, consumers (myself included) often buy beauty products purely based on packaging. It remains the first contact with the consumer. If we can get her to hold the package in store, she’s 96% more likely to purchase.
That’s the dichotomy. As an industry selling products people want, not products people need, that packaging appeal is critical.
So I’ll address both sides of this argument.
Let’s start with packaging that is trying to make a difference, doing its best to hit that “green” note and yet still have an attractive, compelling presence.
While technically not a beauty company, Method does sell personal care products in addition to their home products. Much of their packaging is now a combination of recovered ocean plastic and post-consumer recycled plastic. They get high points for that.
Farmacy Beauty based in New York City, states on their cartons: Packaging created using FSC certified paper from well-managed forests and inks based on naturally renewable raw materials, vegetable and linseed oils.
Some of the caps are wood. I can’t speak to the carbon footprint of molding plastic versus harvesting wood, but it certainly communicates an immediate message about the brand’s position.
Another niche brand intent on carving out green space is Juniper Ridge. This California-based company focuses on fragrance and body care targeting the rugged outdoor man. While they don’t explain their packaging philosophy on the site, they clearly make an effort to keep their packaging in line with their green, natural ingredient story.
There are classic packages that now seem to measure up to our new standards.
Shiseido’s Eudermine Revitalizing Essence is all glass and therefore, presumably, recyclable. I can never bear to part with mine when I finish it.
Now to the dark side: A few of my current favorites that reflect attention to detail, high design, compelling graphics, powerful positioning and storytelling or some combination of this list. These elements will continue to be important packaging trends in 2016.
A bit like selling nail lacquer in a perfume bottle, a rather unusual approach, Dineh Mohajer (Hard Candy) strikes again, this time with Smith & Cult.
Clé de Peau Luminizing Face Enhancer is irresistible, as the package mimics the pressed powder texture and finish. This is a beautiful example of integration of product and package.
Not only do Stiks look like NYC’s City Corp, but you can handle the package and lipstick application with one hand. It adds a new twist to the product and again, completely marries product and package.
Thermochromatic paint causes the primaries to “blush” when touched. The shapes of Naked’s packaging are meant to be reminiscent of the naked body. It’s an innovative, multi-sensorial approach to package design.
Reina Rebelde is a new Latina-focused makeup collection launching momentarily with powerful packaging graphics that provide the brand story.
Key points for 2016 are sustainability, attention to detail, high design, compelling graphics, powerful positioning, integration of product and package and storytelling. If you can master all that, you’re looking at a winning combination.•
About the Author
Karen Young is CEO & founder of The Young Group. Before opening her company in 1999, she was VP of marketing, product development & advertising for Lancôme. Prior to that, she spent 17 years at Estée Lauder, in executive marketing positions. Karen is an adjunct professor at The Fashion Institute of Technology, teaching product development in the Master’s Degree program in Cosmetic & Fragrance Marketing and Management.
That’s the dichotomy. As an industry selling products people want, not products people need, that packaging appeal is critical.
So I’ll address both sides of this argument.
Let’s start with packaging that is trying to make a difference, doing its best to hit that “green” note and yet still have an attractive, compelling presence.
While technically not a beauty company, Method does sell personal care products in addition to their home products. Much of their packaging is now a combination of recovered ocean plastic and post-consumer recycled plastic. They get high points for that.
Farmacy Beauty based in New York City, states on their cartons: Packaging created using FSC certified paper from well-managed forests and inks based on naturally renewable raw materials, vegetable and linseed oils.
Some of the caps are wood. I can’t speak to the carbon footprint of molding plastic versus harvesting wood, but it certainly communicates an immediate message about the brand’s position.
Another niche brand intent on carving out green space is Juniper Ridge. This California-based company focuses on fragrance and body care targeting the rugged outdoor man. While they don’t explain their packaging philosophy on the site, they clearly make an effort to keep their packaging in line with their green, natural ingredient story.
There are classic packages that now seem to measure up to our new standards.
Shiseido’s Eudermine Revitalizing Essence is all glass and therefore, presumably, recyclable. I can never bear to part with mine when I finish it.
A bit like selling nail lacquer in a perfume bottle, a rather unusual approach, Dineh Mohajer (Hard Candy) strikes again, this time with Smith & Cult.
Clé de Peau Luminizing Face Enhancer is irresistible, as the package mimics the pressed powder texture and finish. This is a beautiful example of integration of product and package.
Not only do Stiks look like NYC’s City Corp, but you can handle the package and lipstick application with one hand. It adds a new twist to the product and again, completely marries product and package.
Thermochromatic paint causes the primaries to “blush” when touched. The shapes of Naked’s packaging are meant to be reminiscent of the naked body. It’s an innovative, multi-sensorial approach to package design.
Reina Rebelde is a new Latina-focused makeup collection launching momentarily with powerful packaging graphics that provide the brand story.
Key points for 2016 are sustainability, attention to detail, high design, compelling graphics, powerful positioning, integration of product and package and storytelling. If you can master all that, you’re looking at a winning combination.•
Karen Young is CEO & founder of The Young Group. Before opening her company in 1999, she was VP of marketing, product development & advertising for Lancôme. Prior to that, she spent 17 years at Estée Lauder, in executive marketing positions. Karen is an adjunct professor at The Fashion Institute of Technology, teaching product development in the Master’s Degree program in Cosmetic & Fragrance Marketing and Management.
