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Packaging key to positive skincare experience

Source:Happi Asia Release Date:2014-06-27 72
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A STUDY that explored consumer facial skincare routines shows that product packaging enhances the sensorial experience of each step. The findings revealed that skincare consumers do not identify themselves or products by price point (mass, masstige, prestige), but rather by the sensorial experience of the five-step ritual: Cleanse, Moisturize & Hydrate, Renew & Brighten, Protect, and Beauty Base.

MeadWestvaco Corporation initiated the new, qualitative “Skincare Research & Insights Study” to deepen its understanding of the role of packaging in the skincare category across international markets.

MWV Packaging“Through our skincare insights study, we discovered how deeply ingrained the skincare ritual is across the globe,” said Kristy Hooper, global marketing manager, Skincare and Cosmetics, MWV.


MWV researchers conducted 23 in-depth ethnographies and 16 two-hour focus groups with a total of 120 participants across Brazil, China, France, South Korea, the United Kingdom and the United States to learn the way consumers interact with packaging during each step of the ritual.

Cleanse – A positive experience is fostered through packaging that can be operated with one hand, dispense the proper amount of product and prevent spills.

Moisturize & Hydrate – Women expect their products to be hygienic and backed with scientific assurance. Consumers are also looking for controlled dispensing and ease of storage.

Renew & Brighten – This experience with anti-aging measures or whitening products is perceived to be luxurious and effective. Products for this step are expected to limit waste by allowing the consumer to use the last drop, control dispensing and have scientific efficacy.

Protect – This step is an important measure in hydrating and preventing sun damage throughout the day. Products that serve this step should have a one-handed operation, easy and controlled dispensing, and be portable for easy reapplication.

Beauty Base – Packaging should be clean and hygienic, especially in preventing residue buildup, and preferably portable and secure.

MWV said its full portfolio of beauty and personal care dispensing solutions allow brands to match each product to the consumers’ desired sensorial experience, and deliver on needs for a range of products. “Understanding the role of packaging in that sensorial and emotional experience is fundamental to how we innovate,” said Ms. Hooper.

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