As many times as we’ve been told not to “judge a book by its cover,” we find ourselves doing it on a daily basis. Our beauty products are no exception. But according to a study by MeadWestvaco, most consumers aren’t too happy with product packaging, but it isn’t necessarily all about looks.
The study surveyed 3,000 consumers on their opinions of 15 product packaging attributes including use, appearance and transportation. It turns out that less than 20 percent said that they were “very satisfied” with the overall beauty product packaging.
The survey found that people were the most unsatisfied with the structural features of the packaging and their perceived performance. In terms of what consumers wanted to see, 74 percent want packaging that protects against breakage and spilling, 72 percent want the packaging to maintain the product integrity and 66 percent want to be able to get all of the product out of the packaging.
Surprisingly, the one area that consumers weren’t too concerned about was the “attractiveness” and “distinctiveness” of the products. In fact, only 10 percent said attractiveness was a big concern when they buy products.
The study also found that even though most consumers were happy with their shopping experience, “Packaging satisfaction decreases significantly after consumers leave the store, at all touch points along the product lifecycle, such as transporting, storing and using the product. This is a huge missed opportunity for brands,” says MWV Global Creative Vice President Steve Kazanjian.
What about you? Are you happy with your beauty product packaging? What are you favorite types of bottles and tubes?
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