Packaging trends for cosmetics 2019: Sustainability combined with luxury

The original function of packaging as something to protect goods during transport has long been expanded to include numerous highly innovative functions. Product and packaging are coordinated and, where possible, personalised, and they can fulfil individual expectations without any extra costs.

With the increase in social media and online shopping as integral parts of our daily lives, product and shipping packaging are now seen in a completely different light. Today, wherever a person may be, they can see what the packaging of a particular product looks like or what its benefits might be. To do well in the digital world, on Instagram, YouTube, etc, there needs to be that wow factor when the customer unwraps the product.  Packaging design and special features are particularly important in cosmetics.

The market research and forecasts conducted by beauty product manufacturers are suggesting that consumers are especially looking for luxury and glamour on their cosmetic packaging this year. But the packaging also needs to be as multi-functional and sustainable as possible, while being easy to handle and to transport. For the industry, this means producing small quantities in record time and as cheaply as possible, while not forgoing luxury and sustainability.

What can we expect from cosmetic packaging in 2019?

In Germany alone, the proportion of cosmetic products bought over the internet rose from 7.5% in 2015 to 10.1% in 2017. Online shoppers expect their orders to be dealt with quickly, and they’re also looking for an attractive design, both on the screen and when they unpack the real product. However, today’s beauty trends can easily be outmoded a few clicks later.

Therefore one of the highest priorities in the cosmetic industry is to launch products as quickly as possible. This, however, requires smartly planned packaging which allows for flexible production and delivery. To achieve this, it is vital to have close collaboration between suppliers, manufacturers and those who handle the packaging and bottling.

No modern lifestyle without social media – this is particularly true of millennials. Fast access to the worldwide web has led to a greater impact of influencers, interaction with beauty experts and access to an infinite number of product ratings at the click of a button. Images are easily shared with others on Instagram and the like.

More and more packaging companies are therefore keen to ensure their product development also looks at the social media impact. For instance, using transparent plastic lenses, they can show packaging in different shapes and colours, depending on the angle. Or they can design powder compacts with practical screw tops which prevent the powder from being blown all over the place when the lid is opened. At the same time, however, products at the top end of quality are still majoring on glamour and design.

One major aspect for many shoppers is not just luxury, but also sustainability: and the packaging needs to be just as natural as the ingredients contained within the beauty product.

High up on the wish list is refillable and recyclable packaging made of environment-friendly materials. But that doesn’t mean doing without an air of luxury: transparent cellophane made of biodegradable wood pulp, for instance, can add some shiny metallic glamour to the packaging.

4. Practical value and individualism

Adjusted to suit individual taste and for anyone on the go: this is true for coffee – but also cosmetics. Under today’s trends, they must be easy to use and transport, and individual travel sizes are getting increasingly popular. Small containers have a lot of advantages: they’re cheap, they can go in your hand luggage when you’re flying, and they’re a good way of trying out whether you actually like a product.

One important factor is whether you can open and close them while walking along or sitting in a bus or train. Pump sprays that don’t leak and magnetic fastenings mean they’re easy to use in the car and on the go. There are also two-in-one lipsticks, which use less packaging, are lighter and allow flexible colour adjustments.

5.Luxury

Shimmering, hot foiling, and the way the light falls: This year holograms are extremely fashionable on luxury packaging. The idea is that the high value of the packaging comes over in a more subtle way, and the branding is less opulent.

Conclusion: Luxury brands are increasingly using iridescent surfaces which shimmer in different colours depending on the viewer’s position and where the light falls.

The buying power of Muslim consumers is growing, particularly in Asia. Worldwide forecasts show that this market segment will double. Whereas in 2014, sales were $20 billion, this figure will have risen to $45 billion by 2020. Whether a product is halal usually depends on the contents, but particularly strict Muslims are now making sure the material, shape and label of the packaging are not haram, i.e. not prohibited under Sharia law. This means that only certain types of oil can be used when servicing a production machine, and packaging must be shown to be halal, including the origins of all the materials that are used. 

The shape and labels are also important. For instance, labels showing scantily clad ladies, or bottles in the shape of the female body, are an absolute taboo.