Beauty and Personal Care Packaging in the US

PROSPECTS

Smaller pack sizes are driven by factors other than travel

In 2017 beauty and personal care witnessed an increase in the use of small packaging sizes, which facilitate greater convenience for consumers in terms of portability, and allow a wider range of consumers to access premium brands which also offer high-end products in these formats. In the past, smaller pack sizes were positioned for mainly travel purposes.

Glass continues to communicate premium positioning

Manufacturers are gravitating towards glass bottles as primary packaging for premium skin care, particularly moisturisers in oil and serum format with some bottles using bottle droppers as closures to give consumers greater control for application. Following skin care trends, glass bottles communicate a scientific, medicinal, simplistic positioning, which are fashionable claims used in the dynamic US skin care industry.

Convenience drives stick formats in rigid plastic and speciality cosmetic containers

Stick formats in rigid plastic or speciality cosmetic containers are not new in deodorants, but have since become an avenue for innovation and way to provide consumers with greater on-the-go convenience and application in other categories, such as sun care, colour cosmetics, and skin care. Alongside the growing awareness of sun protection among consumers, manufacturers in both mass and premium segments have responded with stick-based sun care, either positioned for children for quicker, hassle-free application or positioned for consumers to apply to their face or body to save time in their daily routines.

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