Globalization strategy of China's cosmetics brand packaging in addition to quality, price and channel, beauty salon and cosmetics enterprises have found that with the improvement of people's living standards and the intensification of industry competition, there is another important factor to win in the market competition. After China's entry into WTO, for Chinese local enterprises, the problem of "global operation" of brands seems to be clear and unavoidable. It is true. In today's society where economic integration is becoming more and more obvious, globalization has become an important strategy for enterprises to compete internationally. Brand development, brand education, brand innovation and other issues have also been paid more and more attention by domestic enterprises. Although there is no rich brand management experience of international brands, and there is also a lack of management methods for successful brand operation, China's local enterprises are still exploring a feasible way, starting from learning the advanced technology and management experience of foreign enterprises to learning the successful publicity and marketing models of foreign enterprises, and trying to innovate to drive development. This is no exception in the cosmetics and detergent industries. The "coat" of product connotation for the control system software of many electronic experimental machines based on Windows operating system as a platform, consumers still have the impression of white porcelain bottle, green iron cover, antique and affordable "great friendship" snow cream in their minds. However, this old brand, which was famous all over the country in the 1980s and has hundreds of millions of customers, Now it can only rely on the increasingly reduced consumer groups to maintain its meager sales. In sharp contrast, many foreign brands, carrying new technologies and products, have appeared in China with dazzling and elegant exquisite packaging that will cause many problems, followed by overwhelming packaging and publicity, and their ultimate goal is only one - to compete for every possible customer. "Cosmetics" in the general sense actually include skin care products, beauty salons and perfume
according to the relevant personnel of China perfume essence cosmetics industry association, various eye creams, night creams, SOD honey and sunscreen can be classified as skin care products, while shampoo, conditioner, hair dye, lipstick, eyebrow pencil, nail polish and other cosmetics can be classified as beauty and hairdressing products, and perfume can always be self-contained. Cosmetics as a fashion consumer goods, it needs high-quality packaging materials to enhance its value. At present, almost all kinds of materials are used in cosmetics packaging, while glass, plastic and metal are the main cosmetics packaging container materials, and cartons are often used as the outer packaging of cosmetics
"continuously developing new materials and processing technologies and pursuing new shapes have always been the development focus of cosmetics packaging containers in the industry." A technical engineer who has been engaged in material packaging research for a long time said, "at present, the use of materials is not limited to glass bottles and plastic bottles. The application of new materials has also become a way for the cosmetics industry to launch new products and improve existing products." He introduced that with the well-known p%26; amp; G (Procter & Gamble) for example, the bottle material of the "thrilling" bath brand launched last year has changed the previous hard plastic texture, and has chosen a more humanized soft and hard plastic packaging, "which virtually increases the affinity of this product."
by implication, the successful launch of "exciting" has something to do with the choice of packaging materials. Similarly, Pantene, another brand of P & G, has made great efforts to improve the packaging patterns and materials on the basis of the existing strong brands, striving to inject fresh vitality into the "old" brand. This also means that the fashionable, eye-catching, dynamic and interesting outer packaging design and the adoption of new bottle type will become one of the means for cosmetic manufacturers to win the terminal in the future. In the field of skin care products, durable and exquisite outer packaging is emerging in endlessly
the above insiders introduced the crystal series products produced by a cosmetics Co., Ltd. in the north as an example. Because its paste manufacturing process is relatively unique - essence with different effects are made into spherical particles, filiform flowers and other shapes with fully automatic computer paste making machinery and placed in the mile shaped transparent gel, which is not only crystal clear, fashionable and beautiful in appearance, but also because it completely seals essence, By using the conduction function of active metal ions, it can restore the natural vitality of the skin and eliminate skin problems more quickly and effectively than ordinary cream skin care products
therefore, in consideration of the beauty of the paste, the designer has a tendency to choose plexiglass materials with good transparency, strong plasticity, the same hand feeling as glass, and more solid, coupled with gold and silver bottle caps with high quality and gloss, in order to give this crystal series cosmetics a luxurious and fashionable product connotation. And the subsequent facts also proved that they chose the right packaging. It is reported that once this series of products were put on the market, they were favored by their target consumer group - young and middle-aged female consumers. "Generally speaking, the packaging of cosmetics should be both protective, functional and decorative. According to the market survey, in October I was a major event. We predicted that this' three in one 'would be the development direction of cosmetics packaging in the future." The expert pointed out that. First of all, fresh-keeping cosmetics will occupy a considerable market
in order to meet the needs of customers, enterprises mostly choose to produce products without preservatives. Therefore, enterprises have to fill them in tiny containers so that people can use them all at once. For example, many brands of essence use this packaging method. Although this kind of cosmetics is generally expensive and difficult to become a mainstream product in the market, it is a symbol of the future fashion and luxury lifestyle, so there will be a stable consumer group. The second is the development and design of green packaging materials. At present, more and more cosmetic enterprises have begun to pay attention to environmental protection, and will also consider the choice of cosmetic packaging materials - can these materials be recycled? "Like products, there is no doubt that green and environmentally friendly packaging materials will be the general trend."
another possibility is the multi-layer plastic composite technology, which has become the mainstream due to the maturity of foreign new generation products and a large number of them entering the market. It can make multiple layers of different kinds of plastic compound together, and can be molded at one time. You can choose any color and design any shape - as long as you have enough imagination. With the multi-layer plastic forming technology, on the one hand, the plastic packaging can completely isolate light and air and avoid the oxidation of skin care products. On the other hand, by mixing different kinds of substances, it can bring people wonderful visual effects and unique hand feel in appearance, and improve the flexibility of the hose. At the same time, vacuum packaging is quietly emerging. Vacuum packaging can protect skin care products containing fat, rosin oil and vitamins. It has the advantages of strong protection and high elasticity recovery
another important development direction of vacuum packaging is to highlight functionality, which is very important for less complex containers. Nevertheless, plastic bottles, which have been the "master" of packaging for many years, will still occupy an important position in the future. Light weight, firmness and easy production have always been the advantages of plastic containers. Through the efforts of chemists and plastic manufacturers, plastic products have achieved the transparency that only glass once had. And according to experts, the new plastic bottle can be dyed into various colors. Even after anti UV treatment, the transparency will not be reduced at all
reprinted from: China Packaging Design