Since Pentawards’ launch in 2007, we have received over 20,000 entries from over 60 countries, providing us with a dynamic overview of developing packaging trends. This year, Pentawards welcomed an especially varied array of international entries from multiple industries, including Beauty and Cosmetics. Winners were announced at our Gala Ceremony in September, following the launch of our Pentawards Festival that featured inter-brand networking and talks from influential voices across design.

“This year we held our first ever in-person Pentawards Festival for the packaging and design industry. Not only was it a huge success, but it gave us a great opportunity to learn what we can expect to see from packaging in 2023 - both from the array of entries we had from our awards, as well as the insightful talks that took place over the course of the festival,” remarked Adam Ryan, Head of Pentawards.
 
He continued, “In the health and beauty space, next-level smart packaging will make some exciting moves not seen before, with QR codes guiding consumers on how to use specific products. FaceGym is a great example of this; the sports-inspired brand comes with a unique ‘personal trainer-like’ application only accessible via a QR code. Consumer-led sustainability will also be prominent, a theme that makes sense when considering the disposable nature of beauty packaging. Dove is leading the way in this category with its re-usable body wash bottles which have clear on-pack messaging on how to use the refills and the positive impact this has.”
 
The 2022 Pentawards Trend Report is available for download here.

Refillable Designs Were a Standout Trend

As our climate crisis grows ever more urgent, we continue to see a substantial shift toward sustainability as the core priority for packaging design, and the cosmetics industry is no exception. Among entries, refillable designs were a standout trend, with examples including Opposite House’s designs for Swedish personal care brand Mevolution and the Love Ocean bottle designed by Pearlfisher. Made for long-term use, the 100% recyclable Love Ocean bottle can be refilled with product pouches that are delivered directly to people’s doors and returned to Love Ocean for cleaning and reuse.

Packaging Boosts Consumer Education

Another key sub-trend we are seeing within sustainable packaging is consumer guidance and education. The packaging for Dove’s reusable body wash bottles and refills, for example, highlights that using this system can help consumers save up to 50% plastic than if they used standard single-use packaging.

“Dove is leading the way in this category with its re-usable body wash bottles which have clear on-pack messaging on how to use the refills and the positive impact this has,” noted Ryan.

Palmolive up!’s new bioplastic tubes, designed by Dragon Rouge (and made with sugarcane, creating 19% less CO2 emissions than a regular PE tube), display the upcycling process used to make Palmolive’s shower gel, while Colgate places the recycling symbol front and center on its 100% recyclable toothpaste tube.

Circular Production Techniques

Circular production techniques were highlighted as a crucial way forward for packaging design during the Pentawards Festival. “Circularity is critical, and I think that’s where designers are so well placed as problem solvers” said environmentalist and activist Lily Cole in conversation with Paula Chin, senior policy advisor at WWF. Lily and Paula also emphasized conscious consumerism as a growing factor, while addressing the challenge of knowing how, and how much, to communicate to consumers to maintain authenticity and avoid appearing to greenwash.

Striking a Balance

In a panel discussion exploring upstream innovation in tackling the plastic problem, Marta Suslow, an innovation & sustainability expert (who has worked with Nivea), emphasised the importance of encouraging consumer interaction and feedback, as well as explaining the increased costs associated with sustainable packaging. This balance of consumer engagement, guidance and sustainable education is something we expect to see develop further.

Ergonomic Packaging

Alongside sustainability, innovative ergonomic packaging designed with consumer handling and ease of use in mind is an evident trend we are seeing. Pentawards entrant F Solid Pod by Cul de Sac, for instance, provides a functional and minimal case for solid shampoo. A result of extensive research, ​​the elegant pod is designed in a way that properly holds the bar and offers a more hygienic product that does not stick, is easy to transport and is adaptable to a variety of user routines.

Inclusive Design

In a keynote on inclusive design at the Pentawards Festival, global design director at Diageo, Jeremy Lindley, spoke of the importance of playfulness and empathy in inclusive design. We are looking forward to seeing this space grow within the beauty packaging industry and beyond.

Bold Bright Color

Finally, bold, bright experimentations in color are becoming increasingly prevalent and inventive with some outstanding entries within beauty and cosmetics this year, including beauty brand Byoma, designed by the Pearlfisher studio, demonstrating a wonderful display of color through its vibrant packaging. A partnership between Japanese skincare brand SK-II and The Andy Warhol Foundation also resulted in a celebration of truly joyful technicolors of limited-edition packaging.

With sustainability and inclusivity at the forefront of brand value and consumer choice, we can’t wait to see more innovative, engaging packaging design solutions come to the fore. BP

About the Author:

Jen Clements joined the Pentawards team in March 2020, having previously worked in international events and leading creative competitions. She also worked at WWF-UK for three years on a large-scale public facing campaign, building her knowledge of the importance of sustainability in business and in consumers’ lives. Clements has a wealth of experience across various industries including Competitions, Events, Branding, Marketing and Project Management.