The Evolution of Value in Personal Care
Consumers are prioritizing personal care products that simplify their routines without cutting back on experience. Value in this category is driven by the desire to balance convenience and affordability with sustainability. But streamlining doesn’t mean there isn’t room for small indulgences, and a premium-experience doesn’t have to come at the expense of the environment or a high price point. Brands that can offer both will drive the most value with consumers.
“Value is measured in quality, convenience, and purchase impact rather than currency as consumers trade up and down across categories. Luxury takes on a new definition as consumers evaluate the money vs. time proposition.”
- Mintel, 2021 Global Beauty and Personal Care Trends
Multi-purpose products that streamline skincare or cosmetic routines are booming. Moisturizing gels, serums, creams, and balms that can be applied to both the skin and lips are popular product formats for this category and often lend themselves to highly-concentrated and sustainable formulas. While tinted creams and gels sold in tubes can provide a one-product solution for blush, eyeshadow, and lips.
|Relevant Packaging||Consider responsible formats that include:|
|Solid Sticks||Mono-material, PCR, paper-based|
|Treatment Pumps||All-plastic pumps, aluminum bottles, PCR|
|Tubes||Aluminum tubes, mono-material tubes|
Brands that align with consumers values are more likely to benefit from their continued purchase loyalty. At the same time, consumers are increasingly willing to pay more to get more: added value such as brand purpose, brand experience, or product form, accessibility, packaging, can inspire consumers to trade up to a premium or even luxury brand.
|Trust||Transparency around ingredients and sourcing|
|Responsibility||Sustainable packaging materials or aligning with a social cause|
|Experience||Accessible design, easy dispensing, seamless purchase process|
|Premiumization||Metallic touches, durable materials, reusable or refillable|
Pampering doesn’t have to be expensive. Store and value brands help women trade down on price but not the experience. Value and convenience driven retailers like Dollar General and CVS are stepping into the skincare arena with affordable in-house product lines to rival the national brands they sit next to on shelf.
|Convenience||Access to quality products where they shop|
|Affordability||Leverage cost-effective solutions like stock packaging or tubes|
|Authenticity||Clean, modern, design with friendly, straight-forward language|
Sinopoli Brand Consulting, LLC
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