The importance of Packaging in the cosmetic industry

A detailed Summary of The importance of Packaging in the cosmetic industry

"Packaging is often referred to as a silent salesman its use is critical within any marketing plan, whether it responds to market needs, existing or new or whether it creates now opportunities and new markets" (source Bill Stewart)

Packaging can make a major contribution to a company's profits through the stimulation of sales. "Attractive packaging is vital to the success of a brand as its total images can be portrayed in the packaging" (Source Eric Paxton). Exciting visual presentation can make all the difference between the success and failure of a product, this could be the fundamental force in driving cosmetic houses ahead of competition in the market.

The authors research questionnaire compiled for this project shows the importance of packaging especially between the 20-44 year age group. In these categories the questionnaire showed that the reason why they bought their usual normal brand of cosmetic, primarily being drawn to the quality, whilst over half said they were drawn to the packaging.

When consumers purchase the product for what the packaging contains this is when you know the importance of packaging.

Purchasing cosmetics is an emotive purchase, it is not funda

One member of the authors focus group admitted to buying a Versache product, but probably never using it. However would take it out, so others recognising the elaborate and distinctive packaging would form a presumably positive image of the user, 'fashion conscious, eye for detail, prepared to pay for quality'. The author would like to point out although this is somewhat of a pretencious image , in today's society, it is easy to see how this belief could be reached.

This plays a fundamental role in the life of a product. Identification of packaging, lettering of brand names, colours of products these all advertise the product without it having to be sold, at the same time creating free publicity.

Consumers of their cosmetics may not be able to afford garments of clothing made by these fashion houses or designers. But by purchasing their cosmetic products, then consumers can be a small part of the 'social elite'.

When the authors focus group were told that Tesco cosmetic packaging was subliminal and black and had minimal white on it. The general consensus was of "yes, but its Tescos and Tesco do not stand for quality and luxury. Values it would seem that cosmetic houses hold and consumers want.

The authors focus group would echo this belief, packaging is a flag of recognition, certainly in the cosmetic houses, where you have bought a luxury product.

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Approximate Word count = 1330
Approximate Pages = 5 (250 words per page double spaced)

Category: Miscellaneous

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The importance of Packaging in the cosmetic industry

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