In ancient times, there was a story of "buying bamboo and returning pearls". The bright and shiny outer packaging can indeed attract a lot of attention. Nowadays, although it is not enough to just buy products based on packaging, innovative and eye-catching packaging can indeed stimulate purchasing desire and increase sales. According to a report released by Markets and Markets, the world's second-largest market consulting firm, the global cosmetics packaging market is expected to grow from $49.4 billion (approximately RMB 345.51 billion) in 2020 to $60.9 billion (approximately RMB 425.94 billion) in 2025, with a compound annual growth rate (CAGR) of 4.03%.

The 'packaging' revolution is quietly underway

The cosmetics industry is thriving at an unprecedented pace, with countless new cosmetics being launched for sale every year. The report from MarketsandMarkets points out that the rapid growth of the global cosmetics packaging industry is mainly due to the increasing demand for cosmetics worldwide. In addition, the demand for innovation, quality, and unique packaging design is also a key factor for the continuous growth of the cosmetics packaging market in the coming years.

From 2020 to 2025, paper packaging will become the fastest-growing part of the cosmetics packaging market. Its growth comes from various factors, such as the increasing demand for sustainable or green packaging. Recently, major companies such as L'Oreal and Procter&Gamble have also actively responded to environmental initiatives, particularly by carrying out plastic reduction activities for packaging design. L'Oreal China's Director of Sustainable Development, Shang Wei, stated that nearly 400 stores within the L'Oreal Group have participated in the empty bottle recycling program. People's understanding and willingness to participate in the program are constantly strengthening, and related actions are accelerating. Some stores have achieved good results. On top of the empty bottle recycling program, there is another new project: L'Oreal collaborates with hair salons to recycle discarded hair dye packaging, process different materials into particles, and generate various durable goods.

In addition, the skincare industry is expected to become the largest segmented market in the cosmetics packaging market. With the increasing awareness of natural cosmetics, consumers also demand "environmentally friendly" product packaging. In order to match the natural and harmless concept of products, businesses also tend to use environmentally friendly packaging. Recently, the booming trend of "natural organic" and "clean beauty" has further driven the demand growth in this niche market.

In terms of region, the Asia Pacific cosmetics packaging market will contribute the largest market share during the forecast period. In these regions, the demand for makeup and skincare is becoming increasingly younger, and the uniqueness and innovation of cosmetic packaging are important factors in attracting young consumers, which will also promote the overall growth of the cosmetic packaging market in the coming years.

Experiential packaging has highlights

The first encounter with a product itself is an experience. Experiential packaging guides consumers to interact with the product and choose it, which is the first key step in purchasing. Packaging that attracts consumers' attention is an effective way to stimulate their interest. Unique styles, windows, embedded samples, unusual shapes and textures can all bring higher levels of interest and participation.

Intelligent packaging is a part of experiential packaging, which combines instruments and products in one form. For consumers, it is portable, user-friendly, and space saving. For brands, it is a powerful tool for product upgrades and increasing added value. Electric massage eye cream has become popular in recent years. The use of eye cream combined with electric massage sticks can not only help the eye cream absorb, but also be used for an eye SPA. The domestic brand Marumi's multiple peptide firming and wrinkle reducing eye cream uses a massage head made of gilded crystal material, Refa's same material, with 184 crystal diamond facets that can fit the skin around the eyes 360 degrees. It vibrates 12000 times per minute, soothing the eye area, smoothing fine lines, and allowing the eye muscles to better absorb nourishing effects. In addition to Marubeni, L'Oreal Paris, Christina, and others have also launched eye cream packaging with electric massage effects. The cream is combined with a massage stick, effectively combining the ion introduction, LED light care, and slight vibration functions of a multifunctional massager on the bottle cap. When used in conjunction with the cream, it stimulates microcirculation in the eye skin.

In addition, adding smart sensing devices to cosmetic packaging is also an option for packaging intelligence. Asquan Group's NFC smart packaging technology, which provides accessories, applicators, and packaging solutions for cosmetic brands, can be used for consumer engagement, product tracking, and brand protection. This technology provides brands with opportunities to attract customers through various interactive activities. During the production process, NFC tags are inserted into the brand packaging. After scanning the packaging with a mobile phone, consumers will be directed to an information platform with specific brand activities or brand protection notifications. Brands can choose to showcase new products that will be launched in the coming months, as well as introduce their brand image and philosophy to consumers, from tips on cosmetics trends and tutorials, to discounts on repeat purchases, and showcasing other products in the series or related products.

Environmentally friendly packaging is becoming a trend

Green environmental protection and sustainable development have become the main theme of the fashion industry, considering both current and future development needs; We cannot sacrifice our interests in the later stage to achieve development and satisfy our interests. Many internationally renowned brands attach great importance to the sustainable development of their enterprises in order to protect the earth.

Primera, a brand under the AmorePacific Group, uses seeds as its raw material, giving the public a natural and environmentally friendly feeling. The brand implements the sustainable development concept of "reducing plastic", not only using glass containers that are easy to recycle, but also using recycled plastics for some products to avoid excessive packaging and reduce pressure on the natural environment. The packaging boxes, brochures, and shopping bags are also made of FSC certified paper and printed using plant-based soybean oil ink. In addition, to reduce paper usage, Fluminea also adopts a green and environmentally friendly design of printing product manuals on the inner pages of packaging boxes.

The Frumina Plant Essence series products use recycled plastic bottle caps, and the packaging containers use uncoated transparent glass bottles. The product information labels on the bottle body are easy to tear off, making it convenient to classify and recycle the outer packaging materials after use, "said the person in charge of the Frumina brand's public relations department.

As early as 2018, Koyan and Tairui Environmental Protection officially launched the "Empty Bottle Recycling Plan" project in China at the China International Import Expo. According to the relevant person in charge of the Kiehl brand, the "Empty Bottle Recycling Program" is a long-term project of Kiehl's in the field of "recyclable packaging" under the Made Better public welfare project. Kiehl's offline stores have set up recycling bins to actively encourage consumers to participate. This collaborative project aims to recycle 500000 Kiehl's empty bottles, which is estimated to reduce approximately 17600 kilograms of carbon emissions and greenhouse gases. As Aaron Morse, the second-generation founder of Kiehl's, once said, "As a valuable and responsible brand, Kiehl's existence is not just about making profits, but about giving back to society and improving people's quality of life

In 2019, the Biotherm brand joined the empty bottle recycling queue, taking another big step on the path of environmental protection and sustainable development. Biotherm has set up empty bottle recycling bins in 15 brand stores across the country, encouraging consumers to bring used product empty bottles to these designated stores for recycling. Recyclable waste includes plastic bottles, glass bottles, and plastic hoses from the Biotherm brand.

The empty bottles of products collected by the store will be sent to the Tairui Environmental Protection warehouse for storage when they reach a certain weight. After accumulating a certain amount of recycling, Tairui Environmental Protection will sort the packaging according to the material. The sorted materials will be sent to the corresponding processing center for advanced processing methods such as cleaning, drying, crushing, granulation, and testing to produce reusable raw materials. These recycled raw materials, after being re formulated, can be used to produce a variety of new products, such as glass bricks, plastic desks and chairs, metal sheets, etc.

Antoine VANLAYS, Senior Vice President of Operations for L'Oreal Asia Pacific, told reporters that in China, 20.4% of PET plastic used for product packaging comes from recycled materials. The L'Oreal Paris Qi Huan Run Hair Essential Oil series (conditioner and shampoo 440ml version) uses 100% recycled PET plastic material, reducing the weight of the bottle by 4.5%. In addition, the biodegradability of Yuxi facial cleanser (without MIT and preservatives) and Meiji facial mask VC smooth cleansing facial mask formula both exceed 90%. "Some of our products use replaceable packaging. After using the product, you only need to buy a replacement core instead of the whole product. face cream and powder are available."

Welfare is coming

A sudden outbreak of the epidemic has brought many changes to our lives. With the official resumption of work, more and more people around us are quietly bringing their own bento boxes. Bringing your own meals is not only safe, healthy, and delicious for the current special period, but perhaps as a new "bento family", may you be caught off guard when it comes to dishwashing time.