What do consumers want most when it comes to health and beauty packaging? According to a recent survey conducted by MeadWestvaco Corporation, who launched its third Packaging Matters™ study earlier this year, the two biggest issues are value and mobility. In this study, 37% of those who participated claimed that packaging is one of the biggest deciding factors in whether they make a purchase of health and beauty products.
Consumers use health and beauty products to look more attractive, improve confidence, feel better, for cleanliness, and more. However, it’s often the packaging that persuades the consumer to buy, and brands must convey to consumers that they accomplish what they say they will accomplish when competing on store shelves.
Health and beauty products are part of consumers’ daily lives, and are of greater personal importance than many other products. Therefore, consumers feel these products should deliver in every aspect, but unfortunately are disappointed in two areas, value and mobility. Many consumers in the study were not satisfied that some health and beauty products delivered in regards to value, particularly those products priced higher in which consumers have a tough time getting every last drop of the product out of the container. Because many of these products are used to rub on the skin (face or body) or even ingested into the body (vitamins, supplements, etc.) consumers have exceedingly high expectations.
MWVs Packaging Matters™ survey found that consumers continue to remain unsatisfied with some brands, whose packaging makes it difficult to use every last drop of the product. This makes consumers feel that they’re not getting their money’s worth, which could be problematic for some well-known or popular brands.
Mobility is the other issue, as most packages in the health and beauty categories are designed to be used in the home, but not so much when on-the-go. In a world that moves fast where consumers have lifestyles that become more and more busy, they want packaging that is designed in a way that works well while traveling to and from work, running errands, going on vacation – products that can be thrown in a purse or backpack, and used as needed. Unfortunately, not many brands in the health and beauty industry cater to the mobility crowd when it comes to design in packaging.
Hand lotions and sanitizers, face creams, and even toothpaste are used by many consumers throughout the day, not just at home. Brands will need to start focusing more on mobile packaging that provides a convenient experience for users, and packaging that makes it possible for consumers to get those last few drops from often high-priced beauty products such as facial lotions, serums, and creams.
At REA JET, we understand that consumers demand packaging that enhances the user’s experience, and delivers the product in a way that allows the consumer to completely empty the package and therefore avoid waste. Whatever type of packaging you use in the manufacturing of your products, we have a coding and marking solution. As leaders in the industrial printing equipment industry around the globe, we invite you to learn more about our marking systems at REA JET today.