Every time we touch: Beauty packaging with all the feels

22 August, 23
In the fast-paced world of beauty, where trends emerge like shooting stars, one aspect that remains constant is the allure of exceptional packaging.

In the fast-paced world of beauty, where trends emerge like shooting stars, one aspect that remains constant is the allure of exceptional packaging. The beauty industry has always recognised the importance of aesthetics, but a new wave of packaging has taken the spotlight, captivating the hearts of Gen Z consumers like never before. Welcome to the realm of multi-sensorial packaging, where touch, smell, and more combine to create an enchanting experience. Here we explore the phenomenon of packaging that goes beyond the functional and even visual, celebrating the fusion of tactile sensations, captivating aromas, and all-around good vibes.

Tactile Temptations: The Power of Touch

Gen Z, the digital natives, might spend hours on their smartphones, but they crave tangible connections more than ever. Enter the era of tactile temptations in beauty packaging. Brands are incorporating haptic effects – unique textures, finishes, and shapes that demand to be touched, creating an irresistible allure. Glossier, for example, is known for its minimalist aesthetic and clean beauty products. They have designed their packaging to be visually appealing, tactile, and functional, with soft-touch materials and pastel colours that resonate well with Gen Z. Similarly, Fenty Beauty’s Killawatt Freestyle Highlighter, for example, features a unique magnetic closure system that gives a satisfying click when opened and closed, enhancing the overall user experience. Also, as Gen Z embraces sustainability, beauty brands are under increased pressure to use eco- conscious materials like bamboo, cork, bio-based compostable materials and recycled plastics that not only offer a range of tactile benefits but are also kinder to the environment.

Fragrance Fusion: Captivating Aromas

In a world dominated by visual stimuli, Gen Z seeks experiences that tantalise all the senses. The sense of smell has a profound impact on memory and emotions, making fragrance fusion a powerful tool in beauty packaging. From scented body lotion bottles to subtly perfumed lip balms, brands are infusing their packaging with delightful aromas that transport users to dreamy destinations. For example, Viktor & Rolf, the avant-garde luxury fashion house’s fragrance, Flowerbomb, comes in a beautiful, diamond-cut bottle with a multifaceted glass design. The bottle itself emits a subtle fragrance, adding to the overall luxurious experience.

While, Jo Malone, well-known for its fragrances and luxurious packaging, sell many of their products, like perfumes and candles, in boxes that are delicately scented with the signature fragrance of the product inside. These scent-sational touches add an extra layer of enchantment to the beauty routine.

Unboxing Rituals: Elevating the Experience

Unboxing has become a ritual, with social media platforms like TikTok and Instagram flooded with engaging unboxing videos. Gen Z is no stranger to the appeal of an unboxing experience that goes beyond just the product. Brands are creating thoughtful, Instagram-worthy packaging that reflects the product’s essence and makes unboxing an event to remember.

From personalised messages to surprise trinkets tucked inside, each package is designed to evoke excitement and foster a sense of connection with the brand. Charlotte Tilbury took TikTok by storm with the unboxing videos of their Mystery Boxes. The brand periodically releases these beauty sets, all of which are reliably filled with full-sized, undisclosed items. The result? A growing community of beauty enthusiasts who eagerly share their unboxing experiences, spreading the brand’s message far and wide.

Sustainable Luxury: Ethical Packaging with Heart

For Gen Z, sustainability isn’t just another fad; it’s a way of life. They have grown-up with it. They seek products that align with their values, and packaging plays a crucial role in this equation. Sustainable luxury is the name of the game, where eco-conscious materials like carton, paper, renewable and recycled plastics, refillable containers, and end-of-life solutions that divert waste from landfill are all growing in popularity. Brands, such as REN, Lush, Aveda, and L’Occitane, that prioritise ethical packaging options send a powerful message of commitment to the planet, resonating with Gen Z’s passion for environmental stewardship.

The multi-sensorial revolution in beauty packaging has elevated the role of packaging from the 3 P’s of product protection, preservation, and presentation into an integral part of the brand experience, captivating Gen Z consumers like never before. Brands have harnessed the power of multi-sensory packaging and it has become a game-changer, captivating hearts and ensuring that beauty enthusiasts are in love with the overall experience, making it a vital strategy for brands in the ever-evolving world of beauty.

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