As you’ll read in the article David Luttenberger, global packaging director, Mintel, says we now need to additionally move from the “disruptive” innovation mindset that has dominated the design industry for 15 years, to thinking about creating “solutions-based” innovation: Making an emotional connection with the consumer—and sending a clear message at first glance as to why it’s different and why it should resonate with them.
Due to consumer demand, the purchase-compelling feature often involves an environmental factor tied to the package, related to recyclability, materials, refillable components, FSC certifications, etc. It’s a great way for a brand to assure purchasers—especially younger consumers—that the brand is environmentally aware.
Based on a 2019 study conducted by Digital Creative Agency, Compose[d], 65% of Gen Z and Millennial consumers polled said their top motivator when purchasing sustainable beauty products is that it allows them to make a choice that is better for the environment. Of course, product effectiveness is important, but when faced with a purchasing decision, sustainable packaging can make or break the sale.
With particular regard to packaging, 85% of consumers polled by Compose[d] said they want to see more use of recycled and natural packaging for all beauty products, and 83% think that more products should come in refillable containers. Jason Parkin founder, president, and CCO of Compose[d], says, “This is a huge opportunity for beauty brands to not only become leaders in the sustainable beauty space, but also innovators in transforming the packaging industry… .”
(See more from Compose[d] here.)
Never has the package, itself, played a greater role as a billboard.
Beauty Packaging’s publisher Jay Gorga and I wish you a happy holiday season wrapped in joy, peace—and increased opportunities in the New Year.