Product packaging plays an important role in enhancing consumers’ skincare experience, according to a new ‘Skincare Research & Insights Study’ by MeadWestvaco (MWV).
The study, which involved 23 ethnographies and 16 two-hour focus groups with 120 participants from Brazil, China, France, South Korea, UK and the US, found that consumers do not identify products based on price tags but by the sensorial experience of the five-step skincare ritual.
The five step skincare ritual includes cleanse, moisturize & hydrate, renew & brighten, protect, and beauty base, each of them evoking a specific experience.
To meet the consumers' five step skincare ritual, products should be hygienic, easily dispensable and storable, backed with scientific assurance, useable by one hand, spill preventable, portable and secure.
MWV skincare and cosmetics global marketing manager Kristy Hooper said the company studies the way consumers interact with packaging.
"Through our skincare insights study, we discovered how deeply ingrained the skincare ritual is across the globe. Understanding the role of packaging in that sensorial and emotional experience is fundamental to how we innovate," Hooper added.
Aria, Sonnet, Prelude and Sonata are included in MWV's skincare and cosmetics line. The products allow brand owners to create a family look with classic and quality dispensing solutions.
According to the company, the products also meet the expectations of consumers for clean as well as easy dispensing.
Global packaging company MWV provides solutions to brands in the healthcare, beauty and personal care, food, beverage, home and garden, tobacco, and agricultural industries.
