Premium cosmetics – it is all about the packaging!

By Simon Pitman

- Last updated on GMT

Related tags Cosmetics Economics

A new study finds one third of women state that when it comes to premium beauty purchases, they believe they are mostly paying for the packaging.

This finding is contained in the recently published Premium Market Report, which includes a YouGov Sixth Sense study that asked over 2,000 British women about their opinion on premium beauty products.

The research, which was carried out in February of this year, was used to determine attitudes to premium beauty products, as well as helping to discover how the current economic climate is affecting purchase patterns.

The finding about premium packaging may suggest that many women believe they are not getting significant value for money from their premium beauty purchases.

Still premium beauty continues to grow in the UK

However, despite this reservation, the premium beauty market in the UK registered strong market growth last year, even in the face of fragile economic conditions in the country.

The UK market for premium beauty was valued at £1.7bn (€1.9bn) in 2010, a figure that represented 7 per cent market growth on the previous year and one that was well ahead of average market growth in the cosmetic and beauty care segment.

The market is one of the most advanced and fastest moving in both Europe and the world. This often makes it a starting point for global consumer habits, making it of particular interest to industry experts keen to spot new trends.

Sales in the UK could have been even stronger...

“Sales might have been even higher had it not been for the extreme bad weather in December, which hampered deliveries into stores and consumer’s attempts to shop for gifts,”​ said report author Imogen Matthews.

The report also reveals purchase patterns and attitudes with respect to fragrance and skin care and also outlines the growing importance of social media in the category – topics that will be covered in a second article on, which will be published at a later date.

For more details about the Premium Market Report, please click here.

Related topics Packaging & Design

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