3. Self-care and pampering

Functional applicators also apply to the self-care trend that has accelerated in the wake of the COVID-19 pandemic.

“We’re going back to very simple packaging, more functional like an airtight jar and having a cool top applicator to drag the formula in,” ​said Henry.

He emphasised that consumers were now more concerned about how they feel more than how they look.

“This strongly impacts packaging. It’s down to very basic decoration and sensorial approach to dispensing systems. At the end of the day, its about the simplicity of packaging. It’s about ease of use and no more fluff, no more than what you need,”​

At the same time this trend is also affecting the aesthetics of packaging.

“What we are seeing is very conceptual by very simple packaging. The decorations are smooth, the colours are white, green, light blues – very peaceful. Just look at Pharrell William’s Humanrace Skincare, its very simple and boils down to the essence of what you need,” ​said Henry.