Particularly for younger consumers, the packaging is an important criterion when purchasing cosmetics products. This is the result of a survey conducted by the specialist department for beauty care at the German Cosmetic, Toiletry, Perfumery and Detergent Association (IKW). According to the survey, packaging plays a role for only 39 per cent of all respondents. However, among 18- to 29-year-olds, this value increases to 60 per cent.

Consumers Love Products With Nice Designs

Another section of the survey demonstrates that the packaging indirectly influences purchasing decisions to a large extent. 49 per cent of respondents indicated that they appreciate cosmetics packaging that looks nice in the bathroom. And the same percentage responded that they enjoy a product more if they like how it looks.

Sustainability More Important Than Appearance

Respondents put sustainability at the very top of the list when considering the most important factors in packaging. Reducing packaging as far as possible, practicality and recyclability were each listed as significant factors by a third of the participants when it comes to cosmetics packaging. Furthermore, 35 per cent of respondents would like less plastic to be used and prefer glass or cardboard. In almost all product categories including fragrances, shampoo, deodorant, body and face lotion, lipstick and nail polish, the desire for more sustainability ranked higher than the desire for beautiful product packaging.

Source: IKW