• Login
    • Join
  • Subscribe Free
    • Magazine
    • eNewsletter
    Checkout
    • Magazine
    • News
    • Components
    • Markets
    • Materials
    • Solutions
    • Top 20 Companies
    • Buyers Guide
    • Events
    • More
  • Magazine
  • News
  • Components
  • Markets
  • Materials
  • Solutions
  • Top 20 Companies
  • Buyers Guide
  • Events
  • Current & Past Issues
    Features
    Editorial
    Departments
    Columns
    Digital Edition
    eNewsletter Archive
    Staff
    Editorial Guidelines
    Subscribe Now
    Advertise Now
    eBook
    Top Features
    Pacifica—Our Beauty Company of the Year—Is Still Pushing Boundaries After 25 Years

    Beauty Begins to Embrace Refillable Packaging

    Maximizing Renewable Resources to Create Cosmetic Packaging

    Luxe Pack Monaco Draws Crowd As Sustainable Packaging Deadlines Near

    Inspired Formulations & Packaging at MakeUp in NewYork
    Breaking News
    Regulatory
    Events
    Association
    Packaging
    Adv/Marketing
    Financial
    Retail & Travel
    People
    Products
    Experts
    Press Releases
    Exclusives
    Live From Shows
    Video Bites
    Packaging Personalities
    Top News
    Tree Hut Introduces Body Wash Line

    Zara Introduces Mini Artists—Beauty Products for Kids

    L’Oréal USA Taps Stephanie Kramer as Chief Human Resources Officer

    Zotos Professional Expands Distribution into Target

    Old Spice Introduces New Mascot and Launches ‘Smelf-Confidence’ Campaign
    3D
    Accessories
    Aerosols
    Airless
    Applicators
    Bags
    Bottles/Jars
    Brushes
    Cans
    Cartons/Boxes
    Closures
    Compacts
    Devices
    Dispensers
    Double Duty
    Droppers
    Environmental
    Labels
    Lipstick packages
    Mascara Containers
    Paper
    Pouches
    Printing
    Pumps
    Rollerballs
    Small Sizes
    Stock Pkg
    Tubes
    Wipes/Sheets

    Cosmogen’s Squeeze’N Roll Tube Chosen for Boots’ N˚7 Range

    K-Beauty Brand Launches Eco-Friendly Bio-Based Cushion Compact

    Luxe Pack Monaco Draws Crowd As Sustainable Packaging Deadlines Near

    Inspired Formulations & Packaging at MakeUp in NewYork

    Beauty Packaging ‘Sparks Joy,’ Rallies for a Cause—& More
    Bath/Body
    Cosmetics
    Ethnic
    Fragrances
    Hair
    Health and Beauty
    Home Fragrance
    Men
    Nails
    Personal Care
    Sample/Travel Sizes
    Sets/Kits
    Skin

    Tree Hut Introduces Body Wash Line

    Zara Introduces Mini Artists—Beauty Products for Kids

    Zotos Professional Expands Distribution into Target

    What Beauty Industry Experts Say About Pacifica’s Packaging

    Old Spice Introduces New Mascot and Launches ‘Smelf-Confidence’ Campaign
    Brush Fibers
    Eco-friendly
    Flexibles
    Glass
    Metal
    Paper/Board
    PCR
    PET
    Plastics
    Wood

    Eastman Gives Brands Two Paths to Sustainability

    K-Beauty Brand Launches Eco-Friendly Bio-Based Cushion Compact

    Knoll Debuts Patent-Pending 100% Knoll Ecoform Molded Pulp Compacts

    Luxe Pack Monaco Draws Crowd As Sustainable Packaging Deadlines Near

    Inspired Formulations & Packaging at MakeUp in NewYork
    Anti-Counterfeit
    Contract Services
    Decorative Effects
    Design Capabilities
    Digital Printing
    Injection Molding
    Machinery
    Made in USA
    Package Development
    Printing/Decorating
    Sustainable Pkg/Practices
    Turnkey

    Pacifica—Our Beauty Company of the Year—Is Still Pushing Boundaries After 25 Years

    Beauty Begins to Embrace Refillable Packaging

    Aveda Earns B Corp Certification—with a High Overall Impact Score

    K-Beauty Brand Launches Eco-Friendly Bio-Based Cushion Compact

    Mary Kay Releases Sustainability Report—& Goals for 2030
    Top 20 Companies
    Amway

    Johnson & Johnson

    Estée Lauder

    Coty

    Oriflame
    All Companies
    Categories
    Company Profiles
    Jobs
    Add New Company
    International Buyers Guide Companies
    Accupac

    GLASPRAY ENGINEERING & MANUFACTURING CO., LTD.

    Big Sky Packaging

    TAESUNG

    Richmond Containers CTP Ltd
    Industry Events
    Live From Shows
    Exhibitor Showcase
    Webinars

    Interpack 2023 to Focus on Sustainability

    Luxe Pack LA and MakeUp in LosAngeles Open on February 16

    Get Set for Cosmoprof Worldwide Bologna 2023

    Cosmoprof North America Announces 2024 Miami Beach Edition

    Clean Beauty Event Travels to the U.S.
    • Magazines
      • Current / Back Issues
      • Features
      • Editorial
      • Departments
      • Columns
      • Digital Edition
      • eNewsletter Archive
      • Staff
      • Editorial Guidelines
      • Subscribe Now
      • Advertise Now
    • Breaking News
    • Buyers Guide
      • Companies
      • Categories
      • Corporate Capabilities
      • Add Your Company
    • Components
      • 3D
      • Accessories
      • Aerosols
      • Airless
      • Applicatiors
      • Bags
      • Bottles / Jars
      • Brushes
      • Cans
      • Cartoons / Boxes
      • Closures
      • Compacts
      • Devices
      • Dispensers
      • Double Duty
      • Droppers
      • Environmental
      • Labels
      • Lipstick Packages
      • Mascara Containers
      • Paper
      • Pouches
      • Printing
      • Pumps
      • Rollerballs
      • Small Sizes
      • Stock Pkg
      • Tubes
      • Wipes/Sheets
    • Markets
      • Bath/Body
      • Cosmetics
      • Ethnic
      • Fragrances
      • Hair
      • Health And Beauty
      • Home Fragrance
      • Men
      • Nails
      • Personal Care
      • Simple/Travel Sizes
      • Sets/Kits
      • Skin
    • Materials
      • Brush Fibers
      • Eco-friendly
      • Flexibles
      • Glass
      • Metal
      • Paper/Board
      • PCR
      • PET
      • Plastics
      • Wood
    • Solutions
      • Anti-Counterfeit
      • Cotract Services
      • Decorative Effects
      • Design Capabilities
      • Digital Printing
      • Injection Molding
      • Machinery
      • Made In USA
      • Package Development
      • Printing/Decorating
      • Sustainable Pkg/Practices
      • Turnkey
    • Top 20 Companies
    • Online Exclusives
    • Slideshows
    • Expert Opinions
    • Videos
      • eBook
    • Infographics
    • Whitepapers
    • Products Showcase
    • Events
      • Industry Events
      • Live From Show Events
      • Webinars
    • Jobs
    • About Us
      • About Us
      • Contact Us
      • Advertise With Us
      • Privacy Policy
      • Terms Of Use
    Expert's Opinion

    E-Commerce Trends Put the Onus on Getting Packaging Right

    Consumer attitudes toward beauty in 2021 reflect the trends that evolved during the pandemic—focusing on optionality, technology and experience.

    E-Commerce Trends Put the Onus on Getting Packaging Right
    The author, Katie Thomas, leads the consumer-focused think tank Kearney Consumer Institute.
    Related Content
    • APR Beauty Group Inc.
    • The Leitman Group LLC
    • PACKAGING & RESOURCES INC
    • GEKA: Specializing in High-Precision Beauty Applications
    • Packaging Innovation Boosts Online Surge for Personal Care Subscriptions
    Katie Thomas02.11.21

    As we all look for a fresh start in 2021, consumer attitudes toward the beauty category will reflect trends that evolved throughout the pandemic, focusing on optionality, technology and experience. 

    Whether they wanted to or not, many consumers were forced to try new channels and technologies during the pandemic, given closures and safety concerns. But once they jumped in headlong, consumers often realized they liked the new options.

    From virtual makeup try-ons to livestreaming, consumers experienced new ways to engage with their favorite beauty brands. I expect this trend to carry into 2021. 

    While ordering makeup or skincare without in-store experimentation was once considered unthinkable, advanced technologies have enabled consumers to interact and test products from the comfort of their own homes. Given that it will take time for consumers to recover from germ and hygiene concerns around in-store sampling, these technologies and sales methods are here to stay.

    Along with technology enabling digital engagement and e-commerce comes the tactical piece – shipping.  As beauty continues to grow in the online channel, packaging and shipping become increasingly important.  There are few things more disappointing than a broken makeup palette.  Ensuring that products can be shipped without breakage or leaking will be paramount.

    In the increasingly crowded beauty market, consumers also have new products and brands to choose from on a seemingly daily basis.  In order to win consumer attention and favor, don’t forget about the packaging basics. 

    Does the pump or applicator break easily? Can the consumer get everything out of the bottle?  Issues this basic can be why consumers walk away from a brand. 

    From there, evaluate if packaging helps enhance the brand image, whether that be a sustainability or clean beauty message, an experiential product, or calling attention to other products in the line.

    Consumers’ shopping habits throughout the pandemic have mirrored their activities and limits of what they were able to do.  Fortunately, the makeup category, whose sales softened to the benefit of skincare and fragrance purchases, will recover as consumers begin to re-engage in the world.
    ABOUT THE AUTHOR

    Katie Thomas leads the Kearney Consumer Institute, a consumer-focused think tank at global strategy and management consulting firm, Kearney.

    Email Katie Thomas
    Photos: (L) by cottonbro from Pexels; (R) The author, Katie Thomas
    Suggested For You
    APR Beauty Group Inc. APR Beauty Group Inc.
    The Leitman Group LLC The Leitman Group LLC
    PACKAGING & RESOURCES INC PACKAGING & RESOURCES INC
    GEKA: Specializing in High-Precision Beauty Applications GEKA: Specializing in High-Precision Beauty Applications
    Packaging Innovation Boosts Online Surge for Personal Care Subscriptions Packaging Innovation Boosts Online Surge for Personal Care Subscriptions
    New Frontiers For Beauty Sampling, Post-Covid New Frontiers For Beauty Sampling, Post-Covid
    New Data Validates Concerns, Fueling the New Data Validates Concerns, Fueling the 'Clean' Beauty Movement
    Function of Beauty Acquires Personalized Skin Care Company Atolla Function of Beauty Acquires Personalized Skin Care Company Atolla
    L L'Oreal To Launch the 'Bottle of the Future' in 2025
    Coty Relaunches Kylie Cosmetics with New Clean Formulas and Refreshed Packaging Coty Relaunches Kylie Cosmetics with New Clean Formulas and Refreshed Packaging
    Unilever Expands Refillable Packaging Trials Across the UK Unilever Expands Refillable Packaging Trials Across the UK
    Colgate-Palmolive Will Travel to the International Space Station Colgate-Palmolive Will Travel to the International Space Station
    Beauty Execs React: ‘Where Does the Future of the Beauty Industry Lie’ Beauty Execs React: ‘Where Does the Future of the Beauty Industry Lie’
    IT Cosmetics Collaborates with Skin Match Technology IT Cosmetics Collaborates with Skin Match Technology
    Braun Celebrates 100 Years of ‘Good Design’ Braun Celebrates 100 Years of ‘Good Design’

    Related Buyers Guide Companies

    • APR Beauty Group Inc.

      ...
      Aliya Anand, AVP Product Development & Marketing 05.18.22

    • The Leitman Group LLC

      ...
      Jack Leitman, President 04.01.22

    • PACKAGING & RESOURCES INC

      ...
      JUAN ARENAS, PRESIDENT 04.01.22


    • Cosmetics
      GEKA: Specializing in High-Precision Beauty Applications

      GEKA: Specializing in High-Precision Beauty Applications

      New headquarters and a center of excellence fuel innovative liquid cosmetics solution development & production.
      Jamie Matusow, Editor-in-Chief

    • Cosmetics | Personal Care
      Packaging Innovation Boosts Online Surge for Personal Care Subscriptions

      Packaging Innovation Boosts Online Surge for Personal Care Subscriptions

      A new emphasis on packaging optimizes interactions and brand equity in direct-to-consumer sales.
      John Nelson, Smithers 08.29.21

    Loading, Please Wait..
    Trending
    • Ranking The Top 50 Cosmetic Companies
    • Birchbox Beauty Subscription Service Considers Bankruptcy
    • WSGN & Coloro Name Apricot Crush As Color Of The Year 2024
    • Top 10 Beauty Brands In The U.S. For Q1 2022
    • Top 10 Haircare Brands In The World—Ranked By Cosmetify
    Breaking News
    • Tree Hut Introduces Body Wash Line
    • Zara Introduces Mini Artists—Beauty Products for Kids
    • L’Oréal USA Taps Stephanie Kramer as Chief Human Resources Officer
    • Zotos Professional Expands Distribution into Target
    • Old Spice Introduces New Mascot and Launches ‘Smelf-Confidence’ Campaign
    View Breaking News >
    CURRENT ISSUE

    January/February 2023

    • Pacifica Pushes Boundaries, and Is Our Beauty Company of the Year
    • Beauty Begins to Embrace Refillable Packaging
    • Maximizing Renewable Resources to Create Cosmetic Packaging
    • View More >

    Cookies help us to provide you with an excellent service. By using our website, you declare yourself in agreement with our use of cookies.
    You can obtain detailed information about the use of cookies on our website by clicking on "More information”.

    • About Us
    • Privacy Policy
    • Terms And Conditions
    • Contact Us

    follow us

    Subscribe
    Nutraceuticals World

    Latest Breaking News From Nutraceuticals World

    ADM Expands Production to Meet Demand for Probiotics
    Wiley’s Finest Debuts Peak DHA Featuring 600 mg of DHA and 300 mg of EPA
    FDA to Allow Qualified CVD Risk Reduction Claim for Cocoa Flavanols in High Flavanol Cocoa Powder
    Coatings World

    Latest Breaking News From Coatings World

    Dr. Kurt Wood to Deliver Mattiello Memorial Lecture at ACA’s 2023 CoatingsTech Conference
    hubergroup Chemicals to Debut at the European Coatings Show
    PPG Supports Finnish Science Centre Heureka and ‘Power of Play’ Exhibition
    Medical Product Outsourcing

    Latest Breaking News From Medical Product Outsourcing

    NIH MedTech Program Aims to Develop Neurological Treatment Tech
    Formula Plastics Appoints Bill Gerard as President
    First Patient Undergoes Kidney Stone Removal Using MONARCH Platform
    Contract Pharma

    Latest Breaking News From Contract Pharma

    Qosina Corp. Names Lee Pochter as Executive Vice President
    Bristol Myers Squibb 4Q Results
    Actinium, NCI Partner to Develop Actimab-A in AML
    Beauty Packaging

    Latest Breaking News From Beauty Packaging

    Zara Introduces Mini Artists—Beauty Products for Kids
    L’Oréal USA Taps Stephanie Kramer as Chief Human Resources Officer
    Zotos Professional Expands Distribution into Target
    Happi

    Latest Breaking News From Happi

    Meaningful Beauty Age-Proof Hair Care System Now Available on Amazon
    Zotos Expands Biotera Distribution to Target with Ultra Collection
    Black Beauty Gives Back Box Available on Feb. 15
    Ink World

    Latest Breaking News From Ink World

    Siegwerk, Wildplastic, TU-Hamburg Partner on Deinking
    hubergroup Chemicals Debuts at the European Coatings Show
    Monthly Recap: Sustainability in Pigments and Raw Materials, Inkjet Inks Top This Month’s Stories
    Label & Narrow Web

    Latest Breaking News From Label & Narrow Web

    Siegwerk partnership aims to improve plastic waste recyclability
    CELAB-Europe launches new web hub for liner recyclers
    Fujifilm expands RxD inkjet pigment dispersions color range
    Nonwovens Industry

    Latest Breaking News From Nonwovens Industry

    Mark Snider Joins INDA as Chief Market and Industry Analyst
    Mann+Hummel Offers New Energy-Efficient Air Filters
    Essity Included in S&P Global’s Sustainability Yearbook
    Orthopedic Design & Technology

    Latest Breaking News From Orthopedic Design & Technology

    Jury Convicts Chiropractor, Orthopedic Surgeon in $31M Fraud Scheme
    Steady Growth Forecast for Global Orthobiologics Market
    ODT's Most-Read Stories This Week—Feb. 4
    Printed Electronics Now

    Latest Breaking News From Printed Electronics Now

    OE-A at LOPEC – Printed Electronics Up Close
    Monthly Recap: LG OLED, Avery Dennison and JOLED Top This Month’s Stories
    ASSA ABLOY Reports Q4 2022 Results

    Copyright © 2023 Rodman Media. All rights reserved. Use of this constitutes acceptance of our privacy policy The material on this site may not be reproduced, distributed, transmitted, or otherwise used, except with the prior written permission of Rodman Media.

    AD BLOCKER DETECTED

    Our website is made possible by displaying online advertisements to our visitors.
    Please consider supporting us by disabling your ad blocker.


    FREE SUBSCRIPTION Already a subscriber? Login