Dewi Pinatih, Head of Product Design at Stylus08.23.23
Editor's Note: Ever heard of "The 4 Ps" in the marketing mix? Well, package designers and package development teams follow a similar strategy.
Here, Dewi Pinatih, head of product design trends at Stylus, gives insights on the thought process that goes into concept creation—and future design trends that should be on your radar to better connect with beauty consumers.
Contemporary packaging design is being developed around the 3 P’s—pretty, personal and purposeful.And the look of a carton or bottle is being given as much thought—and importance—as the products they hold.
Here’s how each approach to package design is playing out through 2024.
'P' #1—PRETTY
Beauty brands are treating their bottles, boxes and outer packaging as integral to their product experiences.With refills now a sophisticated option, keepsake jars are being elevated to art status, in turn helping to accelerate the luxury packaging market—which is expected to reach $18 billion by 2033.
Take Canadian brand, Ever Amid, shown above. The brand's high-end lip care is packaged in handmade porcelain pots. The packages are intended to be cherished and passed down through generations.
'P' #2—PERSONAL
Encouraged by the growing conversation about accessible design, brands are considering how their packaging may be prohibitive or tricky to handle and which changes can make a big difference—from small structural tweaks to tech-enabled solutions.To create a more accessible experience for dyslexic and neurodivergent consumers, London-based design agency Lewis Moberly recently worked with UK brand Tropic Skincare (shown above) to develop a new typeface for its cartons and website.
The typeface, called Susie, combines readability with a dynamic design that mirrors handwriting for the brand’s packaging and website. It is designed with the with the dyslexic reader in mind, reports Design Week.
'P' #3—PURPOSEFUL
Brands are using their packaging to deliver helpful information and handy reminders—from encouraging more sustainable choices to starting social media conversations.Sharing sustainability clout and fighting against greenwashing is a key focus for smart labelling. In the U.S.,46% of female shoppers look for specific labelling on beauty products that indicates whether the packaging is made using sustainable/eco-friendly methods.
Speaking directly to this consumer, beauty giant L’Oréal has introduced a new environmental QR code for its brands,micluding Garnier and La Roche Posay, shown above. It offers customers more agency when choosing eco-friendly products.
