Based on 23 ethnographies and 16 focus groups with participants from across Brazil, China, France, South Korea, the UK and the US, the research revealed that when it comes to skin care, consumers have five clear steps, which each rely on a different sensorial experience.
The packaging manufacturer notes that at each of these steps, “brand perceptions and feelings can be influenced by the packaging.”
The study outlined the steps as follows: firstly, consumers tend to initiate skin care routines with a cleansing product, a step characterized by ‘feeling refreshed and cared for’, which can be enhanced by “packaging that can be operated with one hand, dispense the proper amount of product and prevent spills,” MWV suggest.
Controlled dispensing is apparently a feature of packaging called up by step two, ‘moisturize and hydrate, while limited waste from dispensers was demanded by the more luxurious third step of ‘renew and brighten’, according to the study.
In packaging of products which meet the needs of step 4, ‘protect’, like sun screens, products benefit again from controlled dispensing and portability, the latter a trait shared with packaging for step 5, ‘beauty base’, which includes BB/CC creams.
Kristy Hooper, global marketing manager at MWV, notes, “Through our skincare insights study, we discovered how deeply ingrained the skincare ritual is across the globe. Understanding the role of packaging in that sensorial and emotional experience is fundamental to how we innovate.”
The current focus on sensorial benefits is by no means confined to packaging, and was called up as a key trend for product formulation at the recent ingredient industry show, in-cosmetics.
Speaking at the event, analyst from market research firm Mintel, Emmanuelle Moeglin, highlighted the food trend, which she believes is set to be particularly big in the fragrance sector.
Tapping into a parallel consumer demand for an increased sensorial experience, products now not only feature food-related scent or ingredients, Moeglin noted; they are also increasingly formulated to resemble foodstuffs, and packaging can play part of this too.