Jamie Matusow, Editor-in-Chief03.07.18
There’s no question that social media’s role in our lives has influenced sales in the cosmetics market, partially because users want to appear their best when posting selfies—or emulate the plethora of looks they see showcased on their devices. Packaging, too, has been in the spotlight as innovative components—from minimalistic-sleek compacts to eye-popping palettes with an abundance of shades—can lead to “shares” galore and, in turn, boost brands’ reach via visuals on sites such as Instagram.
To snag the interest of powerful social influencers, savvy brands often begin the product development process with this type of exposure in mind.
“ ‘Instagrammable packaging’ is a huge trend,” says Jill Tomandl, vice president, product development & innovation, at Smashbox. She tells Beauty Packaging that Smashbox has focused on creating packaging that stands out in social media. For instance, “Powder appears to burst when you swivel the video lenticular, compact lid of the Smashbox Cover Shots Eye Sh
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