In people's daily life, cosmetics are becoming an indispensable beauty skin care product. Cosmetics in the beautification of life also form a consumer market that contains huge business opportunities and cannot be ignored. Various skin care concepts emerge in an endless stream, and various brands of packaging are intriguing and dazzling. Many products not only sell effects, but also sell fashion and culture.
The "fashionable" and "cultural" cosmetics are usually what we call quality. How cosmetic grades are reflected, in addition to product advertising and product counter display, packaging is an important part. Decent packaging not only directly stimulates the senses of consumers, but also reflects the brand's taste. Therefore, packaging as the “outerwear” of a product not only has the function of putting and protecting the product, but also must be used to attract purchases and guide consumption.
The psychological value of cosmetics is of great importance. The same lipstick of about 4g, Shiseido, CD, Lancome, Givenchy, etc. priced as high as several hundred yuan, while the domestic brand lipstick is generally priced at only tens of yuan or even lower. Why is such a disparity when the composition is similar? This includes the psychological value of potential factors such as the appearance of the product itself, packaging and decoration, brand names, and corporate image.
Cosmetics companies’ advertising costs generally account for 10%-20% of their sales, some as high as 30%, but manufacturers cannot advertise every product. From the perspective of consumer psychology, we must first arouse the attention of consumers before we can trigger consumers' desire to purchase. That is, only the cosmetics itself will arouse the attention of the consumer, and a series of behaviors will occur later. According to human eyeball activity studies, people respond to color the fastest. The power of packaging may depend on how to reconcile color contrasts, making it lively and eye-catching in stores, and soft and unglare after buying home. When consumers are attracted to their cosmetics before they are attracted to the cosmetics display rack, if the product's own packaging or its terminal image cannot attract its interest, its packaging design fails.
Due to differences in age, gender, occupation, culture, and economic level, consumers have different mental activities and roles in shopping. For example, mature consumers, working-class workers, housewives, and economic earners are mostly realistic; young people, intellectuals, and better-off are mostly seeking beauty; white-collar workers and extroverts pay more attention to “outstanding”. Therefore, different packaging design strategies should be selected based on the targeted consumer groups for product positioning.
Nowadays, the packaging marketing strategies commonly used by cosmetics companies mainly include the following:
One is series packaging. In the same product or brand produced by the company, the same pattern and color are used to remind customers that this is the family of the brand. This kind of packaging is very common at present. For example, the Pak's biochemical plant series produced by Peng Shi Cosmetics Co., Ltd. in Hong Kong reflects the theme of its natural and natural return, using light green series packaging, including light green frosted glass bottles and the same color hoses, giving a fresh vision effect.
The second is combined packaging. That is, the related use products are sold together in a large box or bag. For example, many efficacy product kits include facial cleansers, massage creams, facial masks, nutrient waters, nutrient creams, etc. The advantage of this is that it facilitates the purchase of customers and is more affordable than a single product. The third is multi-purpose packaging. After the product is used up, its packaging is not discarded and it is easy to use. For example, several toothbrushes are placed on a toothbrush holder and soap is placed in a soap box. Toothbrush holders and soap boxes are reusable. At present, more commonly used include gift packaging, recruiting packaging, positioning and packaging.
Looking at the color and form of the package, yellow and triangles are attractive, but this does not mean that people will like it. Customers who come to the store or supermarket will notice that many of the most attractive packages are printed with “the latest recipe” or “buy a few and get a few.” In fact, these words are not part of the basic packaging of this product, and are called in the industry. "Anomalous action" aims to provide consumers with a reference to purchase and stimulate their desire to buy.
In the marketing behavior of modern cosmetics, the packaging of cosmetics is its silent advertisement, which can play the role of “the stone of other hills can attack jade”.
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