Efficient packaging influences beauty product choices: GlobalData

A study by global research firm, GlobalData, has found that consumers in the Asia-Pacific region are picking beauty products based on their overall packaging.

According to the firm, with the majority of modern consumers in the region opting for high-performance and hassle-free beauty and grooming products that best fit their busy lifestyles, packaging is playing a bigger role in their options.

The GlobalData Consumer Survey Q3 2019 revealed that 52 per cent and 51 per cent of consumers prefer ‘easy to close/reseal’ and ‘product preservation/protection’ packaging features respectively in their beauty and grooming products.

Global Data consumer insights analyst Namrata Sain said the results of the survey show that effective packaging is critical for building positive perceptions of a brand as well as winning over new consumers in the beauty sector.

“Competition is quite strong in the beauty sector with manufacturers trying to find innovative ways such as improvising functionality, creating unusual dispensing methods in fancy product shapes to establish a connection with the consumers,” she said.

“The increasingly busy lifestyle of consumers is resulting in growing dependency on the usage away from home. Convenient, ready-to-use beauty products that require minimal attention, work well for consumers who like or have to be independent.”

In addition, the survey also found that 50 per cent of Asia-Pacific consumers said they prefer ‘easy to open’ packaging feature in their beauty products.

“Clean labelling, being a hot trend, offers clear, concise information about the brand and product, including its health benefits, company values and packaging sustainability, contributing to the essential key points of being an effective packaged product,” Sain said.

For instance, she identified that New Zealand-based company Ethique has launched products in a bar shape, which can be dried, rewrapped and placed back in the sliding box for reuse, making it simple, logical and far greener than any recycled plastic container can be.

“Efficient and effective packaging will not only enhance the appeal and improve convenience and functionality but also helps consumers take the guesswork out of coordinating products,” she added.

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