Cosmetic packaging should talk more about taste

Cosmetics are increasingly becoming an indispensable item in people's daily life. While beautifying people's lives, cosmetics themselves also form a consumer necessities that contain huge business opportunities and cannot be ignored. Various skin care concepts emerge in an endless stream. Various brands of cosmetics are dazzling and dazzling. Many products not only sell effects, but also sell fashion and culture.
The "fashionable" and "cultural" cosmetics are usually what we call taste. So how does the taste of cosmetics manifest itself? In addition to product advertising and product counter display, packaging is an important aspect of reflecting taste. Decent packaging not only directly stimulates the senses of consumers, but also reflects the brand's taste.
The psychological value of cosmetics plays an important role. The same lipstick of about 4 grams, Shiseido, CD, Lancome, Givenchy, etc. priced as high as several hundred yuan, while the domestic brand lipstick is generally priced at only tens of yuan or even lower. If product costs are roughly the same, why is the price difference so different? This includes the psychological value of potential factors such as the appearance of the product itself, packaging and decoration, brand names, and corporate image.
Cosmetics companies’ advertising costs generally account for 10%-20% of their sales, some as high as 30%, but manufacturers cannot advertise every product. From the perspective of consumer psychology, we must first arouse the attention of consumers before we can induce consumers' desire to purchase. People respond most quickly to color, and the power of color may depend on how to reconcile color contrasts so that they are eye-catching on the counter and soft and unglare after they buy them home. When consumers are stopped by advertisements before they are attracted to the cosmetics display rack, if the product's own packaging or its terminal image cannot attract its interest, its packaging design fails.
Due to differences in age, gender, occupation, culture, and economic level, consumers have different mental activities and roles in shopping. For example, mature consumers, working-class people, housewives, and economic earners are mostly pragmatic; young people, intellectuals, and the more economic are seeking beauty; white-collar workers and extroverts are more meticulous. Therefore, different packaging design strategies should be selected based on the target consumer groups for product positioning.
Nowadays, the packaging marketing strategies commonly used by cosmetics companies mainly include the following: First, series packaging. The same product or brand produced by the company uses the same patterns and colors to remind customers that this is the family of the brand. This kind of packaging is very common at present. For example, the Pak's biochemical plant series produced by Peng Shi Cosmetics Co., Ltd. in Hong Kong reflects the theme of its return to nature, using light green packaging, including light green frosted glass bottles and the same color of the hose, giving a fresh visual effect. The second is combined packaging. That is, sales of related-use products are concentrated in a large box or bag. For example, many types of efficacy products include facial cleansers, massage creams, facial masks, nutrient waters, nutrient creams, etc. The advantage of this is that it is convenient for customers to purchase, but it is also more affordable than buying a single product. The third is multi-purpose packaging. After the product is used up, its packaging is not discarded and used for other purposes. For example, several toothbrushes are placed on a toothbrush holder, soap is placed in a soap box, and toothbrush holders and soap boxes are reusable. At present, more commonly used include gift packaging, recruiting packaging, positioning and packaging.
Nowadays, the inner and outer packagings of perfumes have become more and more elaborate. The domestic perfume packaging has changed to the situation of clumsy glass bottles, and a large number of alloy vials have been used and durable sprinklers have been used. Men's perfume bottle in the packaging design more use of radius combined, sandblasted surface treatment, full expression of men's fortitude, rough, solemn and gentle temperament. In particular, many high-end perfumes imported from abroad, such as France and Japan, are extremely exquisite in the packaging of glass bottles or alloys. They are like a small and exquisite work of art. There are a variety of styles, and various three-dimensional patterns are formed on the surface of the bottle, which is extremely aesthetic.
Customers who come to the store or supermarket will notice that many of the most attractive packages are printed with “newest formula” or “buy a few and get a few”. In fact, these words are not part of the basic packaging of this product, and are called in the industry. As an "abnormal movement", the purpose is to provide reference for consumers to purchase, inspire consumers' desire to buy.
In the marketing activities of modern cosmetics, the packaging of cosmetics is its silent advertisement, which can have the effect of “silent sound and silence at this time”.