PD_Packaging Digest

Packaging Digest, Spring 2016

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15 15 www.PackagingDigest.com SPRING 2016 // TRENDS consumer insights with or keep clean, it also represents a reduction in the amount of times your consumer can use the product as it was intended…and a reduction in her chances of seeing a great result. Pet Peeve #3: Your container is diffcult to use. During product development, the entire team may have fallen in love with what you think is the most gorgeous, innovative, fantastic primary package ever to grace the beauty shelves—but make sure to test this out with real women. If the pumps are difficult to push, or the jar too big for the average woman to hold in one hand, or the tube a type of plastic that isn't easy to squeeze, you risk frustrating your consumer. Hard to push, pump, squeeze or manipulate components ranked as among the most frustrating aspects of packaging for 55% of women, and it's a frustration that she isn't likely to forget, which could sway her purchasing decisions later on or when it's time to rebuy. Pet Peeve #4: Not including usage instructions or directions on your primary components. It may seem obvious—and like the kind of requirement no beauty brand would ever overlook— but beauty consumers nevertheless report not including directions on primary packaging as one of their pet peeves. Women are busy today, and many don't have extra minutes to spare on themselves, let alone on fretting over how to use their favorite new beauty product because they tossed the box away without reading the directions. From the most complicated facial peel product to the most basic moisturizing cream, she wants some guidance from you at every touchpoint, and making room for brief instructions on your bottle, jar or tube is a must. Pet Peeve #5: Not being able to tell when you are about to run out of product. In this age of high-tech plastics that are available in nearly any hue imaginable, the problem of product obscurity is nevertheless a hot button for consumers. Whether this obscurity is caused by solid colored plastic or glass, which cloaks the contents, or by labels that conceal product levels, being unable to easily and quickly determine how much product is left in a bottle, jar or tube is frustrating—and consumers don't like it. If opaque packaging is your preference, consider creating an indicator or measurement on the packaging, which would help consumers understand how much product they have left, and eradicate their irritation at unexpectedly running out of their favorite cream. Pet Peeve #6: Flimsy components. Perhaps a surprise, another packaging pet peeve our survey revealed is flimsy components. Whether it is caps that are not durable and break easily, or are too flimsy to work properly, primary packaging that isn't sturdy is a potential issue. Given the potential number of ways a consumer could (and likely will) interact with your product—pulled twice a day, every day, from a drawer or medicine cabinet; tossed into a gym bag; stuffed into a suitcase for a trip—coming up with an option that meets both your aesthetic wishes as well as her practical needs is a good way of staving off her frustration. Pet Peeve #7: Components that are not user friendly. Although this may sound obvious, beauty consumers don't want to have to struggle to get their new products open. More than half of all women queried indicated that difficult-to-open caps are one of the most frustrating aspects of beauty packaging. This peeve goes hand in hand with not being able to get nearly every drop of product out of the container because it makes consumers struggle with something that is supposed to be easy and— basically—effortless. Making her work hard to use your product is a good way to make her seek out other options. Pet Peeve #8: Text that is diffcult to read on either primary or secondary packaging. When asked to rate the most important aspects of either unit cartons or primary components, nearly half of all consumers told us that ease of reading the name (or other information) on packaging is most important, which makes sense. If she has to struggle to read your brand or product name, she is likely to feel frustrated. When considering designs, ask yourself—can I read the name of my product from across a room? Will a consumer be able to? If the answer is a lukewarm maybe, consider a redesign of your font. An alternate might be in order because, otherwise, you run the risk of her ire and failure to understand your brand. Pet Peeve #9: Your packaging isn't air-tight, or gets dirty easily. Although not as aggravating as other aspects— and, to some extent, not aspects beauty brands can completely control—consumers still reported feeling mildly frustrated with packaging that isn't air-tight or that gets dirty easily. More than 22% of beauty consumers noted they are perplexed with these kinds of aesthetic issues. Pet Peeve #10: Your primary packaging is not recyclable. Finally, what is the least frustrating aspect about primary packaging to consumers? Believe it or not: the greenness of your components. Only 13% of women indicated that it was "most frustrating" when a brand's bottles, jars and tubes could not be recycled. And less than a third were indifferent one way or the other. Perhaps because beauty consumers don't relate their bottles of cream or tubes of cleanser with recycling, or perhaps because recycling programs in their areas are limited—whatever the reason, it turns out having packaging that is not recyclable may not be all that concerning to your consumers. Denise Herich is a co-founder and managing partner at The Benchmarking Co., which helps beauty care marketing and strategy professionals by providing forward-thinking, need-to-know information about their customers and prospects through consumer research studies, focus groups and beauty product testing. ALL THE RIGHT RESINS. FOR ALL THE RIGHT REASONS. A capacity for leadership. In what matters most to you. When it comes to PET Resin, DAK Americas ® has just what you are looking for...Innovative PET Resins from pioneering research and development, state-of-the-art technologies and market know-how. All from one of the largest producers of PET Resins world-wide. DAK Americas' broad line of Laser ® PET Resins give you exceptional flexibility in meeting your design and production goals. From trade leading products and technical service to recycling, to sustainable raw materials, we continue to demonstrate not just our record of innovation, but our steadfast commitment to you and to the industry. Today, tomorrow, and well into the future... DAK Americas. dakamericas.com | 1.888.738.2002 +

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