Summary of cosmetic packaging (I)
overview of cosmetic packaging
in the field of cosmetic packaging, with the improvement of technical level, the development of packaging gradually highlights the characteristics of personalized demonstration and innovation, the introduction and application of new technologies and processes, the development and substitution of new environmental protection materials, and safe and convenient packaging will be more welcomed by the market. After China's entry into WTO, global brand management has become an important strategy for enterprises in international competition. Brand development, brand education, brand innovation and other issues have also been increasingly valued by domestic enterprises. Although there is no rich experience in brand management of international brands, and there is a lack of management methods for successful brand operation, Chinese national enterprises are still constantly exploring and seeking development in innovation. Take the cosmetics and washing products industry as an example. Although people still have the impression of white porcelain bottle, green iron cover, antique and affordable "great friendship" snow cream in their minds, this old brand, which was famous all over the country in the 1980s and has hundreds of millions of customers, can only maintain its meager sales by relying on increasingly reduced consumer groups. The intervention of foreign information, the transportation of new technologies, the "light utilization" of graphene, the emergence of new products, and the overwhelming packaging and publicity have only one purpose - to compete for every hesitant customer. In today's extremely rich goods, without change and innovation, they will be eliminated
for novel products, if novel packaging is adopted, the influence on customers will be greatly enhanced. In addition, novel packaging can add luster and attraction to a very ordinary product
in the market of personal care products and perfume, product packaging has become an important factor that can quickly lock the eyes of consumers on retail shelves. Because contemporary consumers have gradually learned about packaging design, from the mass market to high-end shopping malls, from glass bottles to plastic bottles, perfume and cosmetics marketers pay more and more attention to the innovation and innovation of packaging. Due to the strong competition for the attention of end consumers, many packaging suppliers believe that product design has become more important than ever. Personalized demand drives the continuous development of customized production (personalized production mode according to the needs of different consumers), and patented molds are popular in industry enterprises
the leading direction of cosmetics packaging materials in China
in the general sense, "cosmetics" actually includes skin care products, beauty salons and perfume. According to the relevant personnel of China perfume essence cosmetics industry association, all kinds of eye creams, night creams, SOD honey and sunscreen can be classified as skin care products, while shampoo, conditioner, hair dye, lipstick, eyebrow pencil, nail polish and other cosmetics can be classified as beauty and hairdressing products, and perfume can always be self-contained. As a kind of fashionable consumer goods, cosmetics need high-quality packaging materials to enhance its value. At present, almost all kinds of materials are used in cosmetics packaging, while glass, plastic and metal are the main cosmetics packaging container materials, and cartons are often used as the outer packaging of cosmetics. "Constantly developing new materials and new processing technologies and pursuing new shapes have always been the development focus of cosmetics packaging containers in the industry."
a technical engineer who has been engaged in material packaging research for a long time said, "now, the application of materials is not limited to glass bottles and plastic bottles, and the application of new materials has also become a way for the cosmetics industry to launch new products and improve existing products." He said that taking the well-known P & G (Procter & Gamble) as an example, the bottle material Zhongwang of its "exciting" bath brand launched last year can provide a series of services from car shape design, material structure design, aluminum body production line design, simulation analysis, sample car output, etc. instead of the previous hard plastic texture, it chose a more humanized soft and hard plastic packaging, "In this way, it virtually increases the affinity of this product." By implication, the successful launch of "exciting" has something to do with the choice of packaging materials. Similarly, another brand of P & G - "Pantene", on the basis of the existing strong brand, has made a lot of efforts in the improvement of packaging patterns and materials, striving to inject fresh vitality into the "old" brand. This also means that fashionable, eye-catching, dynamic and interesting packaging design and the adoption of new bottle types will become one of the means for cosmetics manufacturers to win the terminal in the future. In the field of skin care products, durable and exquisite outer packaging is emerging in endlessly
taking the crystal series products produced by a cosmetics Co., Ltd. in the north as an example, the above insiders said that due to its unique paste manufacturing process - essence with various functions are made into spherical particles, filiform flowers and other shapes with fully automatic computer paste making machinery, and placed in Mile shaped transparent gel, it is not only crystal clear and fashionable in appearance, but also because it completely seals essence, By using the conduction effect of active metal ions, it can restore the natural vitality of the skin and eliminate skin problems more quickly and effectively than ordinary cream skin care products. Therefore, in consideration of the beauty of its paste, the designers have a tendency to choose plexiglass materials with good transparency, strong plasticity, the same hand feeling as glass and more solid, coupled with gold and silver caps with high quality and gloss, in order to give this crystal series of cosmetics luxurious and fashionable product connotation. The subsequent facts also proved that they chose the right packaging
it is reported that this series of products have been favored by its target consumer group - young and middle-aged female consumers as soon as they are put on the market. "Generally speaking, the packaging of cosmetics should be protective, functional and decorative. According to market research, we predict that this' three in one 'is the development direction of cosmetic packaging in the future." The expert pointed out. First of all, fresh-keeping cosmetics will occupy a considerable market. In order to meet the needs of customers, enterprises choose to produce products without preservatives. Therefore, enterprises have to fill them in tiny containers so that people can use them all at once. For example, many brands of essence use this packaging method. Although this kind of cosmetics is generally expensive and difficult to become a mainstream product in the market, it is a symbol of the future fashion and luxurious lifestyle, so there will be a stable consumer group. The second is the development and design of green packaging materials. At present, more and more cosmetic enterprises have begun to pay attention to environmental protection, and will also consider the choice of cosmetic packaging materials - can these materials be recycled? "Like products, there is no doubt that green and environmentally friendly packaging materials will be the general trend."
another possible mainstream is multi-layer plastic composite technology. It can make multiple layers of different kinds of plastics compound together and form them at one time. You can choose any color and design any shape as long as you have enough imagination. With the multi-layer plastic forming technology, on the one hand, plastic packaging can completely isolate light and air and avoid the oxidation of skin care products. On the other hand, by mixing different kinds of substances, it can bring people wonderful visual effects and unique hand feel in appearance, and improve the flexibility of hoses. At the same time, vacuum packaging is quietly emerging. Vacuum packaging can protect skin care products containing fat, rosin oil and vitamins. It has the advantages of strong protection and high resilience. Another important development direction of vacuum packaging is to highlight functionality, which is very important for less complex containers. Nevertheless, plastic bottles, which have been the "master of packaging" for many years, will still occupy an important position in the future. Light weight, firmness and easy production have always been the advantages of plastic containers. Through the efforts of chemists and plastic manufacturers, plastic products have achieved the transparent characteristics that only glass once had. Moreover, according to experts, the new plastic bottle can be dyed into various colors. Even after UV resistant treatment, the transparency will not be reduced at all
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