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First impressions: Which packaging details matter to beauty consumers—and which don’t PART 3
Aug 27, 2018

3. The devil in the details

Although overall preferences for packaging are similar, when broken down by category (skincare, color cosmetics and fragrance), certain aspects stand out to consumers more than others—and influence them.

For skincare and color cosmetics, the factors that most influence a beauty consumer to try a new product or brand aren’t always those relayed on the packaging. Top factors include: promised benefits (94% skincare, 80% color); independently conducted consumer studies that show your product is the best for her (89% skincare, 76% color); an existing awareness of the brand—she had heard of it before (84% skincare, 83% color); and finally, it was recommended by a family/friend (79% skincare, 76% color).

In addition, for color cosmetics, seeing the brand on social media was also a strong driver; 79% decided to try a new product based upon seeing it online.

For fragrances, the appearance of primary and secondary packaging matters a bit more, with 85% of consumers saying the appearance of the bottle or box impacted their decision to purchase a new product.

Other factors that matter to fragrance consumers include: she likes the name of your product (74%); she had heard of the brand before (59%); and finally, a family/friend recommended it and she saw it on social media were tied at 55%.


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