Superficial won’t work for skincare packaging: Customers want easy-to-use, readable structures and designs, from Mintel’s U.S. “Skincare Ingredient and Format Trends” study.
In general, men want packaging that simplifies use. They view packaging as an easy method for product assessment. Younger women, invested in their skincare routines, are an important category target. And consumers 55+ avoid complex routines and products with complicated instructions.
Simple, functional packaging appeals to consumers—they want packaging that makes the product easier to open, use and store. Additional features, such as dissolvable packaging or packaging that can be repurposed, also increase appeal. Incorporating Asian trends into products can get brands attention. Unusual elements, such as bee venom or snail secretions, and unique formulas, such as sheet masks or bubble cleansers, increase consumer interest and trial.
Focus on natural ingredients, and explain the benefits around specific ones. Concerns over ingredient safety have made gentle products or ones with natural-sounding ingredients popular. Currently, ingredients such as micellar water, charcoal and aloe are trending.