Marketing director Stefano Focolari delivered a presentation based on the company’s research at the recent MakeUp in Paris event whereby he divided up the popular themes as ‘Everlasting rigorous’, ‘ Politically correct’, ‘Sensual roots’, and ‘Fun and That's it!’.
Lumson has two sites in Italy and a total of eight branches worldwide that designs, develops, manufactures and decorates cosmetic packaging with a client portfolio of companies like Oriflame, Nivea and Revlon.
Breakdown of trends
Everlasting rigorous – This trend, the marketing director explains stands for a classic and traditional style, one that remains grounded in the market despite the likes of what’s fashionable coming and going.
“The world of music is replicating this trend of classical and everlasting through artists like Michael Buble and Adele and this in turn has also filtered down into the cosmetics sector in the form of minimal products, packaged in black, white, pearl blue, and gold vintage looks, touted by icons like Brad Pitt for brands like Chanel and Dior.”
Politically correct - Focolari says this is an extremely strong trend dating back to the 70s that has evolved from a rebel theme to that of a more conscious society. Highlighting a motto of ‘we can make a difference because we care’, the packaging expert says this theme has been highly influential in the cosmetics industry as we see companies continue to get success from being socially responsible.
“We see this theme in products that have been developed with a core of being eco and green, while innovations in packaging boast a smaller carbon footprint as companies strive towards more sustainable goals. Products that are natural and organic are a key area influenced by this theme.”
Sensual roots - The Lumson expert notes this trend as focusing on the origins of a culture, taking from the past and adding a sensual aspect to make it modern. He then points to a Chanel chain featuring a cross as an example of evolving a religious symbol to that of an object of sensuality.
"With cosmetics the tribual, sensual, wild browns, golds, silver, old metalics, and laces can be seen influencing packaging, Dolce and Gabbana even took it a step further with its lace makeup range to feature the design on its bronzing powders too."
Fun and That's it! - This final theme Stefano describes as one accompanied by a 'I dont care, I'm trying to go beyond what's fashionable' attitude that plays on theatrical, energetic, entertaining but intelligent ideas.
"Ambassadors like Rihanna and Nicki Minaj are translating this theme into the cosmetics industry with makeup and fragrance lines that boast eccentricity and fun, playing on strong colours like vibrant blues, acid pink, purple and silver."