As people's consumption levels increase and their spending power increases, the competition in the cosmetics market becomes more and more fierce. Therefore, in order to better promote the product, it is more and more important for various cosmetics to have different classifications and packages suitable for their own characteristics.
First, the status of cosmetic packaging
With the development of packaging materials and packaging technology, modern cosmetics have more and more packaging forms, and they are beautifully decorated. In general, cosmetic packaging includes: packaging of solid cosmetics, packaging of solid granules (powdered) cosmetics, packaging of liquids, emulsions and pastes, and spray packaging of cosmetics. Among them, a considerable part of the packaging form is usually combined with the carton to constitute a sales package of cosmetics.
As a quality and cheap green packaging, paper packaging is becoming a rapidly developing industry in the national economy. The packaging market has great room for the packaging of paper products in both quantity and quality. Cosmetics are an important commodity closely related to people's lives. Paper packaging has also been used more and more. With the rapid growth of China's import and export trade after entering the WTO, the fierce competition between domestic and foreign cosmetics brands has brought new opportunities for the further development of paper product packaging.
Second, cosmetic paper packaging structure
(A) Mono Carton Packing
● Two-sided wrapped folding cartons
The shape change of the carton needs to be matched with the decorating design to highlight its practical features. It is usually used to package cosmetic makeup products such as powder, eye shadow box, makeup box and so on. The carton structure development, molding process and appearance after molding as shown in Figure 1.
● Rectangular folding box
The feature of this carton is that it can be well suited for surface decoration design. Both the printed brochures and the exquisite pictures can better play the role of propagating the contents. Can be used to package different types of cosmetics, such as: powder, perfume, cream and so on. The carton structure development diagram, the molding process and the appearance after molding are shown in FIG. 2 .
● Bird folding cartons
This has been inspired by changes in the packaging of certain books abroad. Mainly used for packaging all kinds of cosmetics, carton structure development, molding process and appearance after molding shown in Figure 3.
(b) Cartons collection packaging
Collection packaging can also be called combination packaging. It is a series of packaging of the same brand, different functions of cosmetics, in order to facilitate the purchase of consumers, while making the overall price lower than the total price of a single purchase. Larger containers are generally used, collectively packaged, and sold as a unit of sales.
● Make-up packaging gift box
All kinds of cosmetics are packaged in gift boxes, which can increase the valuable quality and sales force of goods. Plus the successful decor design enhances its visual impact. The example shown in FIG. 4 is one of the more typical folding carton. The sub-grid design in the structure can be flexibly adjusted according to the quantity and shape of the contents.
● Four sets of folding cartons
This structural carton is mainly used for the wholesale packaging of cosmetics. It can also be applied as a set of gift wrappings after decorating or adding an auxiliary structure. Usually, the structural carton is a fixed paste type type. There are many variations. According to the different requirements of the structure, the sealing structure of the carton can be changed, and the carton can be designed as a plate-shaped structure as shown in FIG. 5 .
The above discussion is only a limited number of examples in cosmetic packaging applications. In addition to these rectangular exterior structures, various shaped trays for cosmetic gift wrapping have gradually emerged, which will not be described here.
Third, cosmetics packaging trend
Looking at these circumstances of cosmetic packaging, combined with the development trend of cosmetics and its packaging, modern cosmetics packaging in the choice of packaging materials and containers, packaging container structure design and packaging container decoration design, etc., have the following characteristics:
(1) The application range of plastic materials and composite materials in cosmetic packaging is getting larger and larger, and the design of plastic bottles tends to be diversified. The use of glass bottles is limited.
(2) Variety of packaging container specifications (to meet different levels of consumption).
(3) Serialization of cosmetic packaging design, and more and more adapt to the needs of personalized development.
(4) Some cosmetics are packaged in spray packages to facilitate consumer use.
Fourth, cosmetics packaging strategy
At present, most high-end cosmetics market in China is dominated by international brands. Chinese local brands can only struggle in the middle and low-end markets. There are many reasons for this, but the defects in packaging design are also obvious. Most of the international brands have formed their own traditions in packaging design. No matter if they are shapes or colors, they have formed a complete set of models. However, the product design in our country is very random, and there is a lack of inertia between products. Appropriate packaging can not only enhance the visual impact of the product to attract consumers, but also can reflect the brand's taste incisively and vividly. Therefore, packaging as the “outerwear” of products must not only have the function of embodying and protecting products, but also must be used to attract purchases and guide consumption. (Text / Xiao Ying Ji Ji)
