What does the future hold for cosmetics packaging?
Boxes are back
The recent e-commerce boom has probably had more impact on cosmetics packaging than anything else over the past few decades, with “unboxing” now an integral part of the customer experience.
An otherworldly appeal
Metallic looks are also bang on trend. The trend forecasting agency WGSN predicts that “otherworldly aesthetics” will be popular in 2021, which means we will probably be seeing a lot of packaging with silvery, iridescent finishes, glossy metallic surfaces and holographic effects for added supernatural appeal.
A survey by a major American personal care brand recently found that 58%* of male consumers worldwide consider “plastic waste” a very important issue, while other companies have announced they intend to significantly reduce the amount of plastic in their packaging. Fortunately, giving up plastic doesn’t mean sacrificing shelf-appeal or performance: metallized paper offers comparable benefits in terms of barrier properties, durability and visual “wow factor”.
Being part of the solution
It indeed comes as a surprise to no-one that sustainability will be at the forefront of consumer preoccupations in 2021. While consumers, brands and their partners are increasingly focused on preserving the planet for future generations, some confusion remains about what sustainability actually means. Over the years to come, cosmetics companies should aim to use high quality recyclable materials while being open about their sustainability commitments and providing their customers with valuable information about recyclability issues.