Skincare Packaging Influence in 2024: Insights from Pinterest's Statistical Reveal
Source: Pinterest Predicts 2024
In the crowded beauty market, packaging plays a crucial role in differentiating products. In fact, 72% of consumers agree that packaging design influences their purchasing decision. This is especially true for the skincare segment, where consumers, particularly millennials and Gen Z, are more discerning than ever.
Understanding Consumer Perception
Think of packaging as the silent salesperson on the shelf. Its color, shape, texture, and overall design communicate a brand's values and product efficacy. For instance, cold colors like blue are often related to hydration, while warm colors can be associated with rejuvenation. In 2024, trends show luxurious lotions and serious SPF products are on the rise, indicating a desire for comprehensive body skincare. Packaging that communicates these benefits clearly and aesthetically will invariably attract consumers.
Dr. Jart uses blue to indicate hydration. Blue is often associated with feeling hydrated.
Pauli & Sisters use warmer colors to emphasize the rejuvenating skincare.
Unpacking Skincare Trends
Pinterest's latest trends show grand interest in body skincare, with stats indicating a 1,025% increase in body skincare routines and a 245% rise in interest for aesthetically appealing body moisturizers. Smart packaging designs that cater to these trends by promoting full body skincare and creating visually appealing product designs are likely to see increased consumer traction.
Trending terms according to Pinterest Predicts 2024.
The Role of Packaging in Brand Identity
As well as being informative and appealing, packaging forms a critical aspect of a brand's identity. For example, Rhode, a purveyor of luxury lotions for Boomers and Gen Z, utilized their packaging to highlight their brand's commitment to high-performance ingredients at efficacious levels. By elegantly marrying design, form, and function, they created a memorable brand identity that resonated with their target demographic.
Rhode’s Glazing Milk PR package
milk carton design
Safeguarding Product Integrity
Beyond aesthetics and branding, packaging serves an important functional role in preserving the quality and longevity of skincare products. Whether it's a potent SPF or a luxury body lotion, the packaging must ensure product integrity by offering protection from factors such as light, air, and bacteria.
The Path Towards Sustainable Packaging
With a surge of 845% in interest for body care and an increased consciousness towards sustainability among consumers, skincare brands must reckon with the demand for eco-friendly packaging. Brands that pivot towards sustainable packaging will do well to not only maintain their product safety but also boost their brand reputation.
Molded Pulp Packaging
Source: Glossier
Conclusion
Packaging is your first impression, your silent salesperson, and your brand storyteller. Now more than ever, skincare brands must harness the power of effective packaging to navigate the competitive beauty landscape. Reevaluate your packaging strategies, cater to ongoing trends, and make packaging a pivotal part of your marketing toolkit. To upgrade your packaging game, reach out to us for a consultation and take your brand to new heights.
