Interactive packaging set to be 2012 global trend

By Michelle Yeomans

- Last updated on GMT

Urban Decay's 'Book of Shadows' featuring QR codes
Urban Decay's 'Book of Shadows' featuring QR codes
Market researcher Mintel has revealed the hottest trends set for the cosmetics industry this year, forecasting a rise in packaging and products which increase the interactivity between the virtual and real world like QR codes and USB ports.    

Examples of sound, video and QR codes embedded in beauty packaging have already started to appear but will start to make their mark globally over the coming year and beyond​,” says Nica Lewis, Mintel global skincare analyst.

According to Lewis, the industry is seeing more connectivity both at point of sale where consumers use smartphones to get information and at home.

From QR codes to sound and video embedded in packaging, brands are increasing interactivity to enrich the product experience."

Fellow market researcher Neilsen found that 31 per cent of mobile users currently have a smartphone and estimated this figure to rise by a third over the next three years.

Allows brands to get closer then before to consumers…

Urban Decay recently invested in interactive packaging to get closer to its customers, featuring a USB port built-into the palette of its Book of Shadows so that users can download makeup tutorials and listen to music while they’re getting ready.

For years I had wanted to implement the use of QR technology as a way to give Urban Decay enthusiasts more of an ‘in’ on the brand, and conversely to bring in people who knew nothing of the brand. The time wasn’t right though until QR codes began to have somewhat of a presence here in the states,"​ says Wende Zomnir, founder of Urban Decay.

This blurring of the on and offline space is critical for brands and retailers. It allows them to get closer than ever before to consumers​,” says Lewis.  

The skincare analyst also pointed out there is a growing use of tablets and screens at point-of-sale to personalise the in-store experience. “Korean brands in Myeongdong were some of the first to adopt screens and video at point-of-sale while Clinique introduced ipads for client consultations in-store​.”

Other big trends for 2012

Mintel have also tipped plug-in or electronic beauty appliances that use kinetique energy to be another global trend this year, an area that’s expected to lead to a counter trend further, specifically beauty ingredients and formulations that limit or shield the skin from high energy blue or violet light in conjunction with use of the devices.

Related topics: Market Trends

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