• Robert Xu

Packaging marketing strategies and its future trend

Updated: Aug 26, 2019

The “fashion” and “culturality” of cosmetic packaging are always in the design of its packaging. Cosmetics not only sells functions, but also sells fashion and culture. Cosmetics consumers have different shopping activities and roles due to differences in age, gender, occupation, culture, and economic level. For example, mature consumers, working-class people, housewives, and those with few economic incomes are mostly realistic; young people, intellectuals, and better economics are mostly seeking beauty; white-collar workers and extroverts are more concerned about "excellence." Therefore, different packaging design strategies should be selected based on the target consumer group of the product's positioning. The packaging marketing strategies for cosmetics mainly include the following:

One is the series packaging:

In the same product or brand produced by the company, the same pattern and color are used to remind the customer that this is the brand's family.

But a combination of packaging:

That is, the products for related purposes are concentrated in one large package or bag and sold at the same time. This has the advantage of facilitating the purchase of the customer and being more affordable than a single product. The third is multi-purpose packaging. That is, after the product is used up, its packaging does not need to be discarded, and it is easy to use. At present, the more commonly used are the package of gift, the packaging, the positioning and packaging. Specific work includes cosmetic overall image design, cosmetic packaging design, cosmetic bottle design, cosmetic counter display design, and detergent packaging design.

New retail and new manufacturing. Recently, with the continuous evolution of artificial intelligence and the innovation of various new technologies, more and more new concepts and technologies have begun to affect traditional industries, including the cosmetics industry. For cosmetics, In sales, it has been sold from traditional counters to online sales to the micro-business field. Now, all this is still changing constantly. Personalization will become a trend in the future. For the customization of cosmetics, this is a departure. Personalized customization of cosmetic plastic bottle packaging;

Therefore, in the future, with the increasing demand for cosmetic plastic bottles, the cosmetic plastic bottle industry will usher in new changes. For those cosmetic plastic bottle manufacturers that have no design examples, they will face shuffling and elimination. Avoided;

According to trends, this trend is inevitable for cosmetic plastic bottle companies, so it is very important to try to embrace and change future changes according to the market;

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