The fourth battlefield of the hottest packaging co

2022-07-23
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Packaging -- the "fourth battlefield" of the cosmetics industry

the "coat" of product connotation

for many consumers, they still have the impression that the white porcelain bottle has become a new bright spot to promote the development of the non-ferrous metal industry green iron cover, antique and affordable "great friendship" snow cream, but this is an old brand that was famous all over the country in the 1980s and has hundreds of millions of customers, Now it can only rely on the increasingly reduced consumer groups to maintain its meager sales

in sharp contrast, many foreign brands, carrying new technologies and products, appear in China with dazzling and elegant exquisite packaging, followed by overwhelming packaging and publicity, and their ultimate goal is only one - to compete for every possible customer

cosmetics in the general sense actually include skin care products, beauty salons and perfume

according to the relevant personnel of China perfume essence cosmetics industry association, various eye creams, night creams, SOD honey and sunscreen can be classified as skin care products, while shampoo, conditioner, hair dye, lipstick, eyebrow pencil, nail polish and other cosmetics can be classified as beauty and hairdressing products, and perfume can always be self-contained. Cosmetics as a fashion consumer goods, it needs high-quality packaging materials to enhance its value

at present, almost all kinds of materials are used in cosmetics packaging, and the global BDO output of glass, plastic and metal is 2705000 tons, which is the main cosmetics packaging container material currently used, and the carton is often used as the outer packaging of cosmetics. "The constant development of new materials and new processing technologies and the pursuit of new shapes have always been the development focus of cosmetics packaging containers within the industry." A technical engineer who has been engaged in material packaging research for a long time said, "at present, 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."

he said that taking the well-known P & G (Procter & Gamble) as an example, the bottle material of the "exciting" bath brand launched last year changed the previous hard plastic texture and chose a more humanized soft and hard plastic packaging, "which virtually increases the affinity of this product." By implication, the successful launch of "excitement" has something to do with the choice of packaging materials

similarly, Pantene, another brand of P & G, has made great efforts to improve the packaging pattern and materials on the basis of the existing strong brands, striving to inject fresh vitality into the "old" brand. This also means that the fashionable, eye-catching, dynamic and interesting outer packaging design and the adoption of new bottle type will become one of the means for cosmetic manufacturers to win the terminal in the future

in the field of skin care products, durable and exquisite outer packaging is emerging one after another. Taking the crystal series products produced by a cosmetics Co., Ltd. in the north as an example, the above insiders said that due to its unique paste manufacturing process - essence with different effects are made into spherical particles, filiform flowers and other shapes with fully automatic computer paste making machinery, and placed in the mile shaped transparent gel, not only the appearance is crystal clear, fashionable and beautiful, but also the essence is completely sealed, By using the conduction function of active metal ions, it can restore the natural vitality of the skin and eliminate skin problems more quickly and effectively than ordinary cream skin care products

therefore, in consideration of the beauty of the paste, the designer has a tendency to choose a more solid plexiglass material with good transparency, strong plasticity, the same hand feeling as glass, coupled with high-quality and glossy gold and silver bottle caps, hoping to give this crystal serialization 2 At the same time of the starter table, the electronic stopwatch starts to count 1z minutes. The cosmetics are luxurious and fashionable. And the subsequent facts also proved that they chose the right packaging

it is reported that as soon as this series of products were put on the market, they were favored by their target consumer group - young and middle-aged female consumers

protective, functional and decorative properties are indispensable.

"generally speaking, the packaging of cosmetics should be protective, functional and decorative. According to market research, we predict that this' three in one 'is the development direction of cosmetics packaging in the future." The expert pointed out that

first of all, fresh-keeping cosmetics will occupy a considerable market. In order to meet the needs of customers, enterprises often choose to produce products without preservatives. Therefore, enterprises have to fill them in tiny containers so that people can use them all at once. For example, many brands of essence use this packaging method. Although this kind of cosmetics is generally expensive and difficult to become a mainstream product in the market, it is a symbol of the future fashion and luxury lifestyle, so there will be a stable consumer group. The second is the development and design of green packaging materials

at present, more and more cosmetic enterprises have begun to pay attention to environmental protection, and will also consider the selection of cosmetic packaging materials - can these materials be recycled? "Like products, there is no doubt that green and environmentally friendly packaging materials will be the general trend." Another possible mainstream is multi-layer plastic composite technology. It can make multiple layers of different kinds of plastic compound together, and can be molded at one time. You can choose any color and design any shape - as long as you have enough imagination. With the multi-layer plastic forming technology, on the one hand, the plastic packaging can completely isolate light and air and avoid the oxidation of skin care products. On the other hand, by mixing different kinds of substances, it can bring people wonderful visual effects and unique hand feel in appearance, and improve the flexibility of the hose

at the same time, vacuum packaging is quietly emerging. Vacuum packaging can protect skin care products containing fat, rosin oil and vitamins. It has the advantages of strong protection and high elasticity recovery. Another important development direction of vacuum packaging is to highlight functionality, which is very important for less complex containers

in spite of this, plastic bottles, which have been the "master" of packaging for many years, will still occupy an important position in the future. Light weight, firmness and easy production have always been the advantages of plastic containers. Through the efforts of chemists and plastic manufacturers, plastic products have achieved the transparency that only glass once had. And according to experts, the new plastic bottle can be dyed into various colors. Even after anti UV treatment, the transparency will not be reduced at all

source: China glass

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