Sunday, 15 April 2018

How Packaging Affects Our Beauty Purchasing Habits


As much as we may not want to know about how much packaging affects our purchasing habits, it makes such a difference in a sale vs someone walking away from that brand. I'll generally pop into Boots or Superdrug every week, alongside visiting a few fashion stores which stock beauty products and over the past few years I've really noticed how well some brands are packaging their products to make us want to buy them more.

Take for instance brands like Makeup Revolution, known across the blogging industry for their great quality makeup ranges at affordable prices. Their packaging is also a big factor in their popularity and how photogenic they are for social media sharing - and this is something that brands take a lot into consideration. They want you to share their products on your social media channels and the prettier and more attractive they are, the more likely you're going to add it to Instagram. Plus everyone likes something that's shiny and rose gold don't they?!

The wording used on packaging is also carefully considered before anything gets signed off, choosing key words to make the customer feel or understand something when purchasing this product. Take for instance Pixi Glow Tonic, even the word 'glow' is making you think of gorgeously dewy and radiant skin. Reading further you're told it helps to tone, firm and tighten for healthier looking skin, which is another skincare #goal ticked off before you've even turned the bottle over.

Brands are now tapping into our nostalgia feelings (post all about nostalgia here) with throwback products re-launching and collaborations with our favourite childhood memories. A recent example is the new GlamGlow and My Little Pony Glitter Masks, ticking the nostalgia box and Instagrammable box as people take photos with their crazy glitter masks on. Brands are now scaling back their ranges to streamlined products to reflect a simpler time in our childhood. Rather than having four different types of cleansers, there's one to remove makeup and leave your skin feeling baby soft. Glossier is a great example of simple beauty and I obviously love The Ordinary with their easy no-fuss packaging.

Overall it's clear to see just how many packaging is affecting our beauty purchasing habits, without us really realising. I like to think people are becoming savvier when buying new beauty products, whether it's looking closer at the ingredients or doing their research beforehand. Packaging will always be a big factor when purchasing new beauty products and as brands become more innovative with their ideas, I can't wait to see what's to come in the future!

What are your thoughts about how packaging affects our purchasing habits?

Thanks for reading!
Rhiannon x

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