HCP,the global cosmetic packaging supplier,has proved the face of color cosmetics not to be boring by developing an innovative cosmetic range around spring,summer and winter trends.

The ranges cater to three trends in particular:’epoque’,’verve’and ‘imagine’which the brand found to be leading the way in terms of what’s grabbing consumer attention when it comes to make-up products.

Project manager Dorothee de Maisonneuve spoke to Cosmetics Design about the importance of investing in technology for the company and how the ranges were developed around these trends.

3 ranges based around 3 trends 

Firstly, the project manager highlights the Epoque trend, one that draws on belle epoque–a period in the early 1900s Europe characterised by optisism and prosperity. This style plays on nautical navy and whites, florals and seaside fashion and a focus on red, navy, and aqua blue colours.

"A contrast of finishes is then achieved by juxtapositioning a gloss UV laquer against soft touch for notably tactile effect while classic typography is used for traditional and romantic effect." she adds.

"Based on the research we took these characteristics and translated them onto the packaging by incorporating a bright gold metallised finish for a vintage feel, while digitally printed artwork combines a burlesque style alongside an anchor motif and hot stamped logo."

With Verve, de Maisonneuve says there is now a clear influence from Latin America on a global scale.  With this she says there is a trend towards native floral and exotic rainforests accompanied by vibrant tropical colours. "This range therefore takes on a sophisticated and summery look with vivid and vibrant finishes."

"As you can see exotic fruits and tropical flowers are the main motifs and a gradient spray gives a soft colour blend effect over a silver metallisation while a crystal collision metalised effect lifts flat colour and brings a highly contemperary finish to the range," she further explains.

Finally, Dorethee describes the Imagine trend as being all about innovative cute finishes and typography of a doodled, bubbly or sketched style, featuring colours like bubblegum and lemon drop, humourous graphics and playful themes.

"With this  range we opted for aluminium plates and geometrical print with candy coloured rainbow metallised finishes and simple motifs extracted and reworked into repeating trims."

And the ‘rotating minerals pack’,a new type of cosmtic packaging,makes it convenient for consumers to use a clean and economical way to apply mineral and powder products.It operates by dialing the shifter and shaking to release a handy single shot of powder into the removable base, while shaking the product again will release as many measured doses as required.

Inaddition to the three trends above,the fact that men’s demands for skincare cosmetic packaging expecially squeezable cosmetic tube should not be ignored,and that must be a trend that all of the suppliers of cosmetic tube should deal with.

Men’s skincare cosmetic packaging tends to focus on the standard product, with Mintel research showing that regular moisturizers, creams or lotions account for 69% of products used by US males. Products for sensitive skin also fair well accounting for 25% of male moisturizer use. However anti-aging is still a relatively low priority, accounting for just 8% of male product use compared to a significant 35% for females. However this is likely to change as the population ages and senior males look to recapture their youthful looks. 

As men’s skincare products start to become commoditised consumers may start to purchase on price. As a result brand owners will be looking to leverage value added skin care to maintain and grow value margins. This will lead to greater use of innovative packaging to highlight on shelf the added value positioning and communicate the additional functional benefits, or enable application to specific targeted areas such as around the eyes.

In addition to standing out on shelf, packaging attributes can increase consumer perception of product performance. Dosing closures suggest that an exact amount of product is required, helping to reinforce the strong clinical positioning of many prestige skin care products, whilst protecting the contents from contamination. Increasingly dosing closures are combined with airless technology to better preserve functional ingredients which can easily oxidize. This can ensure longer shelf life for the product, reduce the amount of active ingredient required, and help to reduce the use of preservatives in the product for better clean label positioning.

So ater all the trends discussed,all of us shoud know that the cosmetic packaging should be more and more user friendly and make it easy for the consumer to use.To achieve the target of meeting the standard,supplier should try their best.On the other hand,as it is a trend that people would buy product online,manufacturers should make some effort on the website selling.Bellow are seven tips for the online selling of cosmetic packaging.

1. Foster Brand Recognition: Create a distinctive and memorable set of visual equities, via the tube packaging shape, color and/or graphic elements, to foster brand recognition online.

2. Promote Quality: Utilize high resolution digital images of the package, to promote a quality brand/product impression.

3. Be Simple and Clear: Use simple and legible copy, particularly related to size/quantity, to ensure the right price/value perception. 

4. Utilize Packaging Real Estate: Include secondary panels for shoppers seeking additional information.

5. Choose Primary or Secondary (or both): Determine which package – primary or secondary – is most important to shoppers and display it. 

6. Encourage Sales: Find ways to quickly show the relevant product range, to provide context and help shoppers pick the right product. 

7. Add Value with Outer Packaging: Use the outer container to provide brand reassurance and add-value at the fulfillment stage.

Take good use of the tips above to promote your packaging for cosmetic and achieve success.

And finally,apart from the tips for the online selling .There are some other advice on developing green and eco products.

In this environmental-friendly society,“green” buzzwords have become commonplace and there is no except in the cosmetic tube packaging.

Reduce. Reuse. Recycle. In the beauty and personal care industry, “green” buzzwords have become commonplace. While talking the talk is easy, actually providing consumers with a 100% recyclable cosmetic tube package is certainly not, and brands, marketing agencies, and packaging professionals have been challenged with creating both products and packaging that’s good for the environment—without losing shelf appeal. 

Environmentally friendly products will easily get the attention of customers as they are always searching for the eco products.It is a necessary step to make your cosmetic tube looks "green" and environmental-friendly so that the product can compete over your customers’.