Summary on the development of the hottest cosmetic

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Summary of cosmetics packaging development

"cosmetics" actually includes skin care products, beauty salons and perfume. All kinds of eye cream, night cream, SOD honey and sunscreen can be classified as skin care products; Shampoo, conditioner, hair dye, lipstick, eyebrow pencil, nail polish and other cosmetics can be classified as beauty products; And perfume can always go its own way. Cosmetic packaging plays a significant role in the value of cosmetics. It has always been a compulsory course for many manufacturers to explore cosmetic packaging

I. main functions of cosmetics packaging

1. Attract attention

most cosmetics are liquid, lotion or paste, which do not have a distinctive appearance. Only through exquisite and unique packaging design can it show its own characteristics. Therefore, cosmetics generally rely on packaging in order to sell well. From the perspective of consumer psychology, we should first attract consumers' attention, and then trigger consumers' desire to buy. That is, only when the cosmetics packaging has attracted the attention of consumers, will a series of subsequent behaviors occur. According to the study of human eye movements, people react most quickly to color. The power of packaging may depend on how to reconcile the color contrast to make it lively and eye-catching in the store, and soft but not dazzling after buying it home. When consumers are attracted by advertisements to stop and linger in front of cosmetics display racks. If the packaging makes it abandon the purchase, the packaging design will fail

fashionable, eye-catching, dynamic and interesting outer packaging design and the adoption of new bottle type are one of the decisive means for cosmetics manufacturers. Take the well-known P & G as an example, the bottle material of the newly launched "exciting" bath brand has changed from the previous hard plastic texture to a more humanized soft plastic, which can make the whole experiment process more smooth and virtually increase the affinity of its products. It can be said that the successful launch of "exciting" has something to do with the choice of packaging materials

2. Improve taste

in people's daily life, cosmetics are becoming necessary supplies. While beautifying life, cosmetics have also formed a consumer market that contains huge business opportunities and can not be ignored. A variety of skin care concepts emerge in endlessly, and various packages compete with each other, dazzling people. Many products sell not only efficacy, but also fashion and culture. The "fashion" and "culture" of cosmetics are usually what we call taste. How to reflect the taste of cosmetics, in addition to product advertising and product counter display, packaging is an important link. Proper packaging can not only directly stimulate consumers' senses, but also reflect the brand's taste incisively and vividly. Therefore, as the "coat" of products, packaging must not only have the function of containing and protecting products, but also have the function of attracting purchase and guiding consumption

taking the crystal series products produced by Dalian Ecological Beauty Cosmetics Co., Ltd. as an example, because of its unique paste manufacturing process - the first fully automatic computer paste making mechanism, various essence with different effects are made into spherical particles, filiform flowers and other shapes, and placed in a slightly transparent gel, not only the appearance is crystal clear, fashionable and beautiful, but also because it completely seals essence and uses the conduction of active metal ions, It can recover the natural vitality of skin and eliminate skin problems more quickly and effectively than ordinary cream skin care products. In consideration of the beauty of the paste, the designers chose the organic glass material with good transparency, strong plasticity, the same hand feeling as glass and more solid, and then matched with the gold and silver bottle caps with high quality and gloss, which gave the crystal series cosmetics the connotation of luxury and fashion. Since the product was put on the market, it has been favored by young and middle-aged female consumers

3. Improve value

cosmetics have a great psychological value. For the same lipstick of about 4G, Shiseido, CD, Lancome, Givenchy, etc. sell for hundreds of yuan, while the price of domestic brand lipstick is generally only dozens of yuan or even lower. This includes the psychological value of the appearance, packaging, decoration, trademark, corporate image and other factors of the product itself

II. Main packaging materials of cosmetics

cosmetics, as a fashion consumer product, needs high-quality packaging materials to enhance its value. At present, almost all kinds of materials are used in cosmetics packaging, among which glass, plastic and metal are the main materials, and cartons are often used as outer packaging. The constant development of new materials and new processing technologies and the pursuit of new shapes have always been the focus of the industry on the development of cosmetic packaging containers

1. Glass

glass has great advantages in the field of high-end cosmetics packaging, and its transparency and smoothness are incomparable to plastic bottles. The charm of glass bottle lies in its purity, elegance and elegance. For high-grade cosmetics or cosmetics that are volatile and easy to lose fragrance, such as perfume, glass bottles are generally used. Whitening and nutrition cosmetics, like food, contain a lot of nutrients, but they are easily oxidized. This puts forward high requirements for the sealing of the packaging. The glass bottle has strong barrier, which is undoubtedly more competent than the plastic bottle in protecting the contents

however, the variety of glass containers is single, and even if there is a good design idea, it is often unable to be realized due to the limitations of technology and materials. Due to the inherent shortcomings of glass bottles (such as heavy weight, fragile, etc.), plastic containers or composite containers are often used for general cosmetics

at present, most middle and low-grade cosmetic packaging has been replaced by plastic bottles, plastic bags or plastic tubes, and the proportion of glass bottles is less than 8%. However, among these 8%, glass bottles have irreplaceable advantages and remain the first choice for high-end cosmetics in the short term

in recent years, with the improvement of glass processing technology, the use of computer CAD glass bottle mold design, computer automatic control of glass furnace, strengthening and lightweight technology for production, the quality of glass bottles is improving, the weight is reducing, and the transparency and surface finish are also further enhanced. In terms of post-processing, the glass surface can be frosted, painted, color printed (reachable color), carved, etc., which greatly improves the added value of the glass bottle

2. Plastic

plastic is light and cheap, easy to form large-scale production, and can be made into bottles of various specifications, transparent, opaque and colors. The printing performance is very good. The manual, logo and bar code can be directly printed on the surface of the container by means of heat transfer, inkjet and printing; It has good forming performance and can be made into plastic containers with various structures and shapes, such as bottles, cans, boxes, etc. Cosmetic capsule is a typical example of its strong plasticity. The capsules have a variety of shapes, including spherical, olive shaped, heart-shaped, crescent shaped, etc. their colors are diverse, including crystal transparent and colorful pearls. The appearance is very popular. These packages have brought consumers a safer and more convenient way of consumption

the disadvantage of plastic containers is that the transparency is not as good as that of glass. However, the current polyethylene extended blow molding technology overcomes the disadvantage of low transparency of polyolefin blow molding bottles, and its crystal clear characteristics are close to that of glass bottles. For example, at Cosmoprof 2003 exhibition held in Italy in march2003, such as quality insurance, heavy PET plastic bottle launched by Hinz plastics imitated the texture and appearance of glass bottle. This kind of plastic bottle adopts pet injection molding technology and is the first plastic bottle with a bottle wall thickness of mm in the industry. The bottle body has crystal like transparency and brightness. Its appearance is very similar to that of a glass bottle, and its wear resistance is getting higher and higher

in the past few years, the packaging industry has been committed to developing a product that can not only effectively protect the quality of skin care products, but also meet the appearance needs of luxury products. The emergence of multi-layer composite technology can meet the above two needs at the same time. It enables multiple layers of different kinds of plastics to be combined and molded at one time. With the multi-layer composite technology, our plastic packaging can completely isolate light and air, which oxidize skin care products, on the one hand, and obtain wonderful visual effects and unique hand feel on the other hand. At present, the most popular packaging of skin care milk is hose and glass bottle. Hose was only the packaging of medium and low-grade products 15 years ago. Now even the most famous brands have begun to use it. Hose production is economical and convenient. Easy to carry, suitable for holding lotion and colloid

due to the above excellent properties, plastic materials and composite materials are more and more widely used in cosmetics packaging. Plastic products have occupied more than 80% of the cosmetics packaging market and become the most important packaging containers for cosmetics

3. Aluminum

with the increasing improvement of national living standards, the consumption of cosmetics and health care products has increased year by year, and has increased significantly in recent years. Aluminum packaging materials for cosmetics have the advantages of light weight, bright color, elegance, luxury, durability, easy processing and coating, and are favored by the cosmetics packaging industry. Nowadays, vacuum aluminized paper has metallic luster and is easy to print. It has many advantages, such as beauty, fashion, high-grade and environmental protection. It greatly meets the requirements of cosmetics packaging and has become the focus of attention in the selection of materials for high-grade cosmetics outer box packaging. The main consumer group of cosmetics is women, and the pursuit of beauty is a natural trait of women. Whether cosmetics are packaged beautifully or not greatly affects the status of cosmetics in women's minds and their preference for specific brands. The vacuum aluminized paper is printed with transparent and colorful ink, which can show noble and rich metallic luster. At the same time, it gives people a psychological hint: after using this kind of cosmetics, they can also shine. The vacuum aluminized paper is also easy to be processed by laser holography, which has a good anti-counterfeiting effect. According to the needs of different cosmetics, flash laser logo or specific beautiful patterns can be printed on the outer package, which is not only beautiful and fresh, but also easy to identify, and also makes fake and shoddy products prohibitive. Vacuum aluminized packaging material is a new type of composite environmental protection packaging material, which gradually replaces aluminum foil composite paper as aluminum paper substrate. It is a kind of green packaging material that can be recycled and degraded in soil, and can save metal resources

III. new features of cosmetics packaging

with the increasingly fierce competition in the cosmetics market, cosmetics manufacturers have made great efforts in cosmetics packaging in order to expand the sales share of their products. For middle and low-grade cosmetics, in order to meet different needs, the capacity of packaging containers is diversified to facilitate consumers' choice; For high-end products, small containers are used for packaging to meet the needs of low-income people, especially to meet the consumption psychology of young girls due to curiosity, etc

1. Greening

in order to meet the needs of customers, manufacturers produce products without preservatives. Manufacturers fill them in tiny containers so that customers can use them all at once. For example, many brands of essence use this packaging method. This kind of cosmetics is expensive and will not become the mainstream product in the market, but it is the symbol of the future fashion and luxury lifestyle, so there will be a stable consumer group. Many cosmetics are not

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