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Analysis of cosmetics packaging market(1)

Views: 94     Author: Site Editor     Publish Time: 2022-09-30      Origin: Site

In today's society where economic integration is becoming more and more obvious, globalization has become an important strategy for international competition among enterprises, and issues such as brand development, brand education, and brand innovation have also received increasing attention from domestic enterprises. 


Although there is no rich brand management experience for international brands and lack of management methods for successful brand operation, Chinese local companies are still exploring feasible ways, starting from learning the advanced technology and management experience of foreign companies, to learning the successful publicity of foreign companies , Marketing model, and strive to innovate to drive development. This is no exception in the beauty and cosmetics packaging industry.

cosmetic bottle

1. Foreign brands drive packaging competition


The "coat" of the product connotation. For many consumers, they still have the impression of a white porcelain bottle with a green iron cover, an antique and affordable "Big Friendship" cream, but this was once famous all over the country in the 1980s. The old brand with hundreds of millions of customers can now only rely on declining consumer groups to maintain its meager sales. In sharp contrast, many foreign brands carry new technologies and new products, appearing in China in dazzling, elegant and exquisite packaging, followed by overwhelming packaging and publicity, and their ultimate purpose is only one : Compete for every possible customer.


As a fashionable consumer product, cosmetics require high-quality packaging materials to increase its value. At present, almost all kinds of materials are used in cosmetic packaging. Glass, plastic, and metal are the main cosmetic packaging container materials currently used, and cartons are often used as outer packaging for cosmetics. "Continuous development of new materials and new processing technologies, and the pursuit of new shapes have always been the focus of the industry in the development of cosmetic packaging containers." An industry insider explained.


2. Innovate to be invincible


A technical engineer who has been engaged in material packaging research for a long time said, “Now, the application of materials is not limited to glass bottles and plastic bottles. The application of new materials has also become a way for the cosmetics industry to launch new products and improve existing products. Way out."


Taking the well-known P&G (Procter & Gamble) as an example, the bottle material of its "excited" bath brand has changed the texture of the previous hard plastic, and chose a more humane soft and hard plastic packaging, so that the invisible This increases the affinity of the product. The implication is that the successful launch of "Ji Shuang" is not unrelated to the choice of packaging materials. Similarly, P&G’s other brand, “Pantene”, on the basis of the existing strong brands, has made a lot of efforts to improve the outer packaging patterns and materials, and strive to inject fresh vitality into the “old” brand.


This means that fashionable, eye-catching, energetic and interesting outer packaging design and the adoption of new bottle shapes will become one of the means for cosmetic manufacturers to win the final victory in the future.

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