Innovative packaging reminder red two-in-one "double effect" makeup

Consumers' lives are increasingly simple and convenient. Therefore, in order to cater to the needs of consumers, many products have tried their best to integrate many functions into one. The era of subdivided products seems to be a bit outdated. Like shampoo, it used to be washed and protected. Now it is two-in-one and three-in-one; like Olay products, it is called “seven effects in one promotion”; make-up is no exception, the new makeup products in the last two years, basic They are all make-up + skin care, or make-up + sunscreen two-layer effect.

Foreign make-up products are also very popular. Just like the concept of BB cream that has recently been introduced to Korea by South Korea, it is the innovation of this double-effect makeup . However, unlike domestic make-up, the double effect of foreign make-up products is more integrated and embodied through the innovation of packaging, rather than relying solely on one product. It should be said that the foreign double-effect makeup makes good use of the two-in-one packaging solution with great transformation spirit, which is novel, practical and convenient.

Cost of double-effect packaging

Leigh Anne Rowinski, head of IRI Client Solutions, explains why consumers want to see a variety of packaging on beauty counters. “The three things that consumers are most interested in are real innovation, simple and generous, and practical and convenient. And as we mentioned above, packaging can basically meet these three standards, so it has become what people are eager to have. In addition, many cosmetics also have extra gimmicks that make the products look both advanced and unique. Only when people see them in their hearts and want to have them, these products are likely to sell well. In short, in creating unique In terms of packaging and functionality, new brands will always be able to keep themselves at the forefront of the times."

Although the two-in-one package tailored to the customer's tailoring may bring a lot of extra costs, the unique performance of the products on them is far greater than these so-called expenses. Of course, Leigh Anne Rowinski, head of IRI Client Solutions, also explained that cost considerations are also the way these products may need to remain novel and unique, using the masterpiece design concept and using a limited edition. Female consumers are always the locators of fashion trends, and they often go shopping in high-end shopping or specialty stores, and the latest products of these high-end brands often capture the trend of the trend and seize the considerable disposable income. Beauty products are obsessed with eyeballs and buying desires.

The mass market is certainly different. Constantly changing product packaging remains a challenge for many mass market brands. Previously, the launch of Revlon Limited Edition and Rimmel Underground products allowed us to see a new look in Volkswagen brand packaging. Rowinski's explanation is that these products are somewhat more novel and unique than the mainstream products of similar brands, and the mass products always try to emphasize the “multi-benefit” trend of their product formula, including vitamin-rich, sunscreen SPF value, and lasting. Moisturizing, long-lasting color of lips, perfect color matching + sunscreen foundation, loose powder for healthy skin, etc. are all the multi-effects that mass products bring to consumers at the time of launch.

Rowinski cited the example of Cover Girl Lash Exact Mascara to explain why investing in unique packaging may be a successful bet to win in the mass market. “The micro brush head design is the most special thing about Cover Girl's magical mascara. The traditional mascara brush is made of nylon fiber and is wrapped around a metal rod. Cover Girl magic mascara breaks this design concept. Boldly using soft synthetic rubber material to obtain a patented superb mold to create a neatly arranged micro-conical fine tooth. This design makes brushing eyelashes easy, even the most difficult to brush lower eyelashes or eyelashes can be brushed Have a clear root, completely bid farewell to the sticky knots." High-tech mascara formula, make the eyelashes longer, and the glare of the eyelashes for a long time. Because the magical mascara will not stick and knot, use the eyelash curler to clip the curled eyelashes, apply a proper amount of mascara to the brush head, and brush the cream from the root of the eyelash to the tip. Small eyelashes, such as the end of the eye or the lower eyelashes, are applied unidirectionally from the root to the tip. After the first layer of mascara is dried, the second layer is applied, and the repeated application of the eyelashes is still clear, and the magic electric eye is quickly born. Rowinski also added that this product brings a new high sales performance with a different brush head technology and packaging concept.

Double-effect packaging brings sales revolution

In recent years, packaging tubes have been made of metal or plastic, the only difference being the exterior decoration and style. Tarte Cosmetics Cosmetics is known for combining its practical beauty formula with modern and fun packaging. The company's Double Dose Berry Boost and Gloss lip gloss has upgraded the old packaging tube and used the “tube-in-tube” design to make the new packaging both eye-catching and easy to use.

In this product package, the inner tube contains a bright color and a concentrated pigment lip gloss, while the outer tube contains a lipstick, which is a highly transparent T5 mixture (ie five fruit complexes: acai, goji, maracuja, acerola and pomegranate) ), they are unique in that they are all natural ingredients, rich in antioxidant nutrients and vitamins, which can bring better decoration, anti-aging and skin care. As long as you squeeze it in the middle of the tube, you can combine the right amount of lip gloss with the lipstick of these five kinds of fruit mixture, and apply it accurately through the disperser, which is very convenient to use. At the same time, in order to make the lip gloss effect perfect, Tarte also teamed up with BriteSmile to create Enbrightenmint, a double-effect product that not only gives a bright smile to the fruit mixture of T5, but also whitens the minty lipstick. The teeth achieve a multi-purpose use in the true sense.

From the market segment of make-up, eye makeup is always the top priority, because the eyes are indeed the windows of the soul. The skin around the eyes may also be the most fragile and delicate part of the entire human skin. Avon Ultimate Eye Contouring System from Avon is the company's anti-aging eye product. The core idea of ​​the product is that the Dual-Chamber package contains two current formulas designed to help prevent or eliminate signs of aging in advance and enhance the skin around the eyes. Intensive Cream is included in the bottle for day or night use around the eyes to help firm the skin, reducing the appearance of fine lines or wrinkles, while the package lid contains powerful anti-aging ingredients in concentrated formulas at night. Careful attention to the eye skin of female consumers can be achieved by effectively reducing or eliminating fat particles or bags under the eyes.

In addition, it is necessary to highlight the beauty and beauty of the eyes, of course, the long and dense eyelashes. Guerlain's Le 2 De Guerlain mascara takes care of every eyelash, thanks to the unique rotatable package on both ends, which are inspired by the makeup masters. Different brush heads create different makeup effects. The pioneering character of the Le 2 de Guerlain double brush mascara and the legendary exquisite elegance of the French Guerlain require a combination of functionality and aesthetics.

This slash-like mascara line designed by Helle Damkjaer is a lively, luxurious and contemporary look. The wax used in mascara usually causes a thick, sticky feel, and most of these waxes are now replaced by two polymers. The first "dense polymer" is both smooth and has good adhesion, making the eyelashes thick and long without sticking the eyelashes together. The second "wound polymer" is an adhesive for surgery that fixes the curve of the eyelashes and ensures an exceptionally long lasting force. Its makeup is smooth, soft and elastic eyelashes. Easy to use, the effect is amazing and natural: the eyelashes present a new dimension while remaining soft and elastic. Another advantage of these two polymers is that they are vivid and rich in color, which can set off different shades. At the same time, the handles of the two brush heads are short, making them easy to use; making the makeup more precise, simpler and more efficient. The bristles of the first brush head are shortened. This technology takes into account the delicate characteristics of the eyelashes and the contours of the eyes, so that the new generation of mascara can be applied flexibly and perfectly. Another brush head gently refreshes the eyelashes, making them thick, long, curly and distinct. The brush head, which is integrally molded with a pliable material, has a soft touch and can closely conform to the curve of the eyelashes to create a three-dimensional effect, making the eyes surprisingly brighter and clearer. In general, this new dual-package concept combines functionality and beauty into one, making it a new highlight in the makeup industry in 2008.

New packaging such as this is certainly too numerous to mention, and more of the narrative is just the tip of the iceberg. For example, Max Factor's Vivid Impact highlighting mascara and Smashbox Cosmetics Cosmetics' Hybrid 2-in-1 Luminizing Primer products further prove that both the advanced product market and the mass market are very open and willing to accept and develop more. A new package design that combines convenience and innovation to enhance the multiple functions of the product itself, thus attracting more consumers.