Make-up brands should listen to consumer feedback over packaging

By Andrew MCDOUGALL contact

- Last updated on GMT

Make-up brands should listen to consumer feedback over packaging

Related tags: Hba global expo, Cosmetics

The old adage ‘the customer is always right’ should extend to the packaging of cosmetics as well as the formulation as it could influence purchasing decisions, according to an industry expert.

Cosmetic formulations are often scrutinized over certain ingredients and claims, and whilst the efficacy and safety of a product is of utmost importance, consumers can be swayed by an item’s packaging, says Euromonitor’s senior research analyst Virginia Lee.

Having spent time in New York recently for various trade shows, including the HBA Global Expo, Lee explains that manufacturers need to take note of how they package their products and how the consumer reacts to the packaging if they are to be a success.

“I have heard a lot from beauty enthusiasts. Packaging is one of the gripes in the beauty industry at present,”​ she explains.

Listen to the gripes

In turn, this means that companies need to listen to consumers and what they think of certain packs in order to avoid disappointment.

The Euromonitor expert cites the example of NARS Cosmetics’ black rubber compact, having heard feedback from consumers about how they stay away from packaging that is likely to get dirty.

Feedback for the NARS compact suggested it got dirty very easily, even prompting blog posts from consumers talking about how to clean the compacts​.

This can create a negative view of a product or a brand that does not relate to product efficacy, and should be avoided says Lee.

Improvements

“At the same time companies are definitely making improvements,”​ she continues, using feedback she heard regarding a Bare Escentuals compact that consumers found were spilling products in their handbags and on counters.

As a result of listening to this feedback, the make-up maker  now offer better compacts, in both loose powder mineral foundation, as well as the solid mineral format.

“These companies are realising that today’s beauty consumers are on-the-go, they want products that work, not just on their face but that won’t get crushed or spill in their handbag,”​ says Lee.

Other examples of make-up brands that have changed their packaging due to consumer feedback are the Origins Never A Dull Moment scrub, which changed its packaging from film to a tube due to product damage issues, and the Pange Organics toner which uses a spray to dispense the product so that consumers don’t have to use up multiple cotton pads.

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