When we visit any supermarket, we make sure there is always one or the other new product on a shelve in the bath and oral care department. Each brand is venturing with its unique value propositions. Few provide 24 hrs germ-free, fairness, 100% natural, freshness, with different flavours and fragrances. Today, upcoming hygiene brands in India have are addressing millennial demands by providing solutions which are made with natural ingredients, anti-bacterial properties, soothing fragrances and gender-oriented products. Texture and Format innovations could aid sensory experience and ease of use, in turn, increasing the brand value.
Consumers are now conscious of product information, ingredients part and are checking out for harmful chemical-free and natural products. It can now be seen that moisturizing and the hydrating claims are high in products made with natural ingredients.
The industry is divided into seven major categories – cosmetics, skincare, bath & shower, oral care and hair care. Specific categories like cosmetics, men’s grooming, fragrance and skincare are set to outpace the growth of generic types which will contribute to 40-45% of the overall market by the year 2022. Generic categories like bath & shower, hair care and oral care are already enjoying a higher penetration and are mature categories because of which they witness slow growth. These sectors are dominated by MNC’s such as Hindustan Unilever, Proctor & Gamble and many more, which have brands that offer functional benefits and value for money products.
The industry of cosmetics and personal care is entirely different compared to any industry product line. There are various elements which plays an essential role in differentiating the products while sustaining their brand identity.
STRUCTURES
Many skincare lines offer signature luxury items, and these products need speciality packaging to stand out. If all other elements are the same, unique packaging structures are a great way to set a product line apart. Such as using a bolder structure for the higher-end product will help to convey a higher perceived value for consumers.
The texture is a great way to add distinction between product lines and to enhance the perception of the product as a luxury item. Soft-touch coatings, debossing and embossing, techniques help further set the product apart. The structures of overall beauty and personal care can be from jars, tubes, bottles, tub, aerosol overlap and many new innovative structures which are inspired by nature.
DIFFERENT YET COHESIVE
One crucial consideration for differentiating skincare packaging lines maintain its overall packaging theme design for all its product line. There is a thread that connects your care and cosmetic packaging design to ensure customers will recognize it across all your product lines. Whether you want to gain competitive advantage by positioning brand into separate luxury items or product with budget catering to varied target audiences, this acts as an essential part of a branding strategy.
It can be a tough task to strike a balance between unique, distinct, packaging designs which will stand out and speak to their target customers, and presenting a cohesive brand identity that will connect with consumers across all lines. If you’re looking to revamp your personal and cosmetic label design strategies for stronger brand differentiation, contact DesignerPeople to understand and learn more about how the various elements can drive your branding strategy forward.
SMALLER SIZE PACKAGING
The demand for large pack sizes in beauty and personal care sector such as hair care, bath and skincare, shower products, especially among mass brands. They offer value for money by appealing to price-conscious consumers and for B2B format businesses. However, changing consumer lifestyles and preferences have caused companies to reevaluate their packaging.
Smaller packaging allows consumers to purchase and try products conveniently at affordable pricing. The smaller and cleaner packaging style is an upcoming trend where minimalistic packaging designs will convey its brand message effectively.
COLOUR
Using colour is a great and simple way to note the differences between product lines and target audience. Feminine colours such as pastels, purple, pink are used to reflect the female-oriented products with elegant and classy fonts and images. The bold pictures, colours and font are used to portray male-oriented products. Even each product are now available with kids range, and hence cheerful and playful emotion is provided for kids-oriented products.
Colour gives you nearly limitless possibilities for differentiating product lines in innovative ways. Whether you use different shades of a similar tone or combining with contrasting shades, colour can be utilized in unique ways to create a unified brand image.
TOWARDS FREENER PACKAGING
The increasing awareness of the impact of packaging globally, brand owners are more and more active in offering greener and sustainable packaging. From effectively using recycled plastics to lighter packaging, compressed deodorants, refill pouches, various initiatives display that the brand owners and packaging manufacturers are going toward more sustainability.
If you’re looking to revamp your personal and beauty care packaging design strategies for stronger brand differentiation and to gain a competitive advantage in the market, then contact DesignerPeople. We will allow you to learn more about how the various elements can drive your branding strategy forward.
