This is where the prestige sector must target in order to justify products but also make them first choice for the consumer as well.

 

“Something different needs to be done for products to be seen and to be purchased,” the packaging expert said at the Luxe Pack event in New York this month. “A lot of pack types are very similar, so prestige beauty needs to make itself unique.”

 

As such, Punchard has identified the five megatrends to achieve the desired result in the beauty packaging sector: experience, communication, sustainability, efficacy and personalisation.

 

“It is important to create a brand memory through consumer experience – which packaging can create,” he said of the first trend. “Packaging can create a moment of discovery or engagement. It adds value.”

 

In an increasingly online and mobile world, communication is key to engaging consumers. Smartphones and tablets are used to shop and research more frequently nowadays and Punchard says that brands must be aware of all these platforms to ensure they stay in touch.

 

QR codes and Augmented Reality tools,which are rarely used,do help to improve the situation of makeup packaging.Methods might be hidden or seen as gimmicks rather than useful tools.In other words,opportunities can be found to improve the differentiation.