Color cosmetics packaging follows fashion

Written by Jamie Matusow, Editor of Beauty Packaging

Colorful lipstick bullets and richly hued pressed powders have long drawn consumer interest with pops of color emerging from classic black tubes and compacts. But now there’s a growing trend for cosmetics packaging to be as bright and sophisticated as the bulk contained within.

Beauty seems to be following fashion more than ever this spring, taking bold cues from what fashion designers are showing on runways all over the world.

Some beauty brands are even collaborating with fashion designers on special packaging collections.

Lanvin designer Alber Elbaz, for instance, has brought his iconic, whimsical aesthetic to his first-ever makeup collection—a limited-edition eye collection, Hypn?se Show, exclusively for Lanc?me. He re-styled the luxury brand’s four bestselling mascaras and its Color Design 5 Shadow & Liner Palette with what is called “collectable couture outfits.” Then Elbaz accessorized the collection with a line of false lashes in a series of playful, illustrated cases.

In an association with Nars, Pierre Hardy, known for his glamorous footwear and handbag designs, branched out into cosmetics, creating a range of beauty products with the luxury brand. The Provocative Pairs collection features six nail polish pairs inspired by namesake shoes from Hardy’s Summer 2013 high-fashion collection. For example, Easy Walking polish features two nude shades, while Sharks pairs lavender and yellow. Each nail polish duo is presented in a mini shoebox complete with a dust bag, similar to the packaging for Pierre Hardy’s shoes.

In addition to the nail polishes, a pair of limited edition blush palettes from Nars highlights a shimmering gold overspray of Pierre Hardy’s signature avant-garde cubist print.

A Healthy Market

Victoria Gustafson, principal of strategic insights, SymphonyIRI, tells Beauty Packaging that the mass market for color cosmetics is basically healthy—but that prestige continues to outperform mass. “The major trend,” she says, “is that the packaging has tended to become as colorful as the products it contains. There is a lot of communication through package and color.”

She says cosmetic packages are becoming more of an accessory. In mass, says Gustafson, suppliers are innovating in a higher value way, making mass products look more prestige.

In the prestige sector, Karen Grant, NPD’s vice president and global beauty industry analyst—and a member of Beauty Packaging’s board of advisors—says prestige color cosmetics are off to a strong start in 2013. According to NPD, prestige makeup generated sales of $3.8 billion in 2012.

And special packaging plays a strong role.

Grant says, “Each year we are excited by the new interpretations and innovations in packaging design for major brands with their seasonal and limited edition collections. From nostalgia to heavyadidas