Beauty brands caring about how their packaging looks to entice consumers isn’t new, but today, they’re approaching it from a different angle. Why? Because the customer they must win over is an entirely different and digital animal. This is the era of the online consumer, and they are skincare, makeup, and social media platform junkies. And to effectively capture their ten-second attention spans, a brand’s products and packaging must be mid-Instagram scroll stop-worthy.
Easier said than done.
“We used to use the lens of: How do we design to create an impact on shelves?,” Rinat Aruh, the co-founder and CEO of Aruliden, shared with Digiday. “But now, we design for the thumbnail, which really changes some of the choices we make.” This has resulted in a shift away from tactility of a product’s outer packaging and toward light and color. Shiny glass, pretty plastics, sparkles, and metallics—anything that results in the highly sought-after IG moment, where a product is photogenic and consumers are encouraged to take a picture of it. Yet Digiday highlights that the inside counts just as much as the outside. Therefore, brands must strive to give consumers a multisensorial experience via interesting textures, colors, and scents, because bringing the inside out builds IG moments too.
But arguably the most important point Digiday makes is that just because a product looks good doesn’t mean it’s good for your skin. Efficacy questions arise as a strange shift in priorities has occurred, where things are more surface-driven. So while the product might capture attention and be fun to touch, beauty consumers will catch on if the product is all smoke and mirrors. They want results.
To read more about how social media is changing product development in beauty, head to Digiday.
Photo: Jazmin Quaynor via Unsplash