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First impressions: Which packaging details matter to beauty consumers—and which don’t PART 2
Aug 27, 2018

2. …and so does your product’s DNA

Functional factors of your packaging are influencing your customer’s decision to pick up your product more and more—and it’s influencing her continued interest in using it. In particular, consumers really want to be able to get every last drop of product out of the bottle, tube or jar (62%); they want durable packaging (37%); and they want it to be easy to open (36%). 

Fancy designs have their time and place, of course, but relative to products she’s using regularly—her daily skincare and haircare products—consider carefully how user-friendly your packaging is and go from there. Consumers don’t want to struggle to figure your product out or to use it.

Other factors that influence her include that the box somehow relays that the product is for someone like her (25%) and independent results from consumer studies are relayed on the packaging (25%). Given that most consumers make their decision to purchase in three seconds, for products that don’t have a lot of space on packaging, like an eye cream or nail care products, consumer testimonials are an ideal way to alert consumers that your product is for someone like her, and will answer her beauty concerns.


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