Summary of the hottest cosmetics packaging market

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Summary of cosmetics packaging market (IV)

diversification of cosmetics packaging design

cosmetics, especially women's cosmetics, with a wide variety. With the increasingly fierce competition in the cosmetics market, cosmetics manufacturers have made great efforts in the packaging and publicity of cosmetics in order to expand the sales share of their products

the functions and functions of cosmetics are becoming more and more detailed, and there are more and more cosmetics with comprehensive functions of roughly uniform distribution at all points, with obvious grade differences and dazzling packaging forms; At the same time, in order to better publicize their products, various businesses have classified and packaged cosmetics according to their own characteristics

cosmetics have many names and different functions, but in terms of their external morphology and packaging adaptability, they mainly include the following categories: solid cosmetics, solid granular (powder) cosmetics, liquid and lotion cosmetics, paste cosmetics, etc

1. Packaging of solid cosmetics. There are relatively few types of solid cosmetics, mainly including eyebrow pencil, powder, various types of lipstick, etc. The packaging of this kind of cosmetics is simple

2. Packaging of solid granular (powdery) cosmetics. This kind of cosmetics mainly includes granular (powdery) products such as foundation make-up and talcum powder. The commonly used packaging methods mainly include cartons, composite cartons (mostly cylindrical boxes), glass bottles (wide mouth and small), metal boxes, plastic boxes, plastic bottles (wide mouth and small), composite film bags, etc. In general, the packaging containers should be decorated and printed beautifully. At the same time, when plastic and metal containers are used for packaging, beautifully printed cartons are often used to match them

3. Packaging of liquid, lotion cosmetics and cream cosmetics. Among all cosmetics, this kind of cosmetics has the largest variety and quantity, and has a wide range of packaging forms, mainly including: plastic bottles of various shapes and specifications (usually subject to exquisite decoration and printing); Composite film bags of plastic bags (commonly used for economic bags of cosmetics or packaging of lower grade cosmetics); Glass bottles of various shapes and specifications (including wide mouth bottles and narrow mouth bottles, which are generally used for the packaging of high-grade cosmetics or cosmetics with volatile, permeable and organic solvents, such as nail polish, hair dye, perfume, toner, etc., which are seriously deformed due to bumps and collisions on the journey). For the above packaging form, sometimes it is combined with the color printing carton to form the sales packaging of cosmetics together with the color printing carton, so as to improve the quality of cosmetics

4. Spray packaging of cosmetics. Spray packaging has the advantages of accuracy, effectiveness, simplicity, hygiene and quantitative access on demand. It is commonly used in the packaging of high-grade cosmetics and cosmetics requiring directional and quantitative access. Cosmetics in this packaging form include hair mousse, eruption gel, etc. Commonly used spray packaging containers mainly include metal spray cans, glass spray cans and plastic spray cans

in combination with the above situation and the development trend of cosmetics and their packaging, the packaging of modern cosmetics has the following characteristics in the selection of packaging materials and containers, the structural design of packaging containers and the decoration design of packaging containers:

1. plastic materials and composite materials are more and more widely used in cosmetics packaging, and the shape design of packaging containers, especially plastic bottles, tends to be diversified

2. the use of glass bottles is limited. Due to the inherent shortcomings of glass bottles (such as heavy weight, fragile, etc.), for general cosmetics, if plastic materials or composite materials can be used to replace glass containers for packaging, plastic containers or composite containers are often used for packaging, while for high-grade cosmetics or cosmetics that are volatile and easy to lose fragrance, such as perfume, etc., glass bottles are generally used for packaging

3. diversification of packaging container specifications to meet different consumption levels. Due to the intensified competition in the cosmetics market, the manufacturers have invested more and more in cosmetics packaging. For middle and low-grade cosmetics, in order to meet different needs, the capacity of packaging containers is diversified to facilitate consumers' choice; For high-end products, small capacity packaging is adopted to meet the needs of low-income people, especially to meet the consumption psychology of young girls due to curiosity

4. serialization of cosmetic packaging design. The so-called serialized packaging design refers to the packaging design of the same category of goods based on the unified trademark pattern and text font and different colors, water lines or different modeling structures. It requires that there are differences in the same, and there are similarities in the differences. It has both diversity and a sense of integrity. In the practical application of cosmetics packaging, there are generally two cases. One is that cosmetics with the same brand and different functions are packaged in sets to facilitate the purchase of consumers, while the overall price is lower than the total price purchased separately by Alibaba, the world's largest e-commerce platform, and its rookie logistics network. For example, a series of cosmetics of a certain brand maintain the overall design style, and then use larger containers to package all kinds of cosmetics and sell them as a sales unit; Second, a series of cosmetics with the same brand, the same main function but different auxiliary functions, or a series of cosmetics with the same brand, the same function but different formulas, are designed in the packaging design. For example, a variety of skin creams of a certain brand have different auxiliary functions, but their main functions are skin care. Another example is a variety of facial cleansers of a certain brand, whose functions are facial cleansing, but their formulas are different. For this series of cosmetics, the packaging design should conform to the characteristics of the serial packaging design, which not only achieves the function of the serial packaging, but also is conducive to the choice of consumers

5. the packaging of cosmetics should meet the needs of personalized development. The packaging of cosmetics must correctly convey the characteristics of cosmetics required by different consumer needs, and express the aesthetic interests of different people, so as to successfully realize the sales of cosmetics

6. some cosmetics, such as mousse and perfume, are packaged in spray packaging for the convenience of consumers. The packaging of cosmetics pays more and more attention to the structural design of containers and the design of accessories, making it easy for consumers to hold, take and quantify in various environments

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