Ask most consumers about their first interaction with beauty products, and you will find it often comes from a place of fantasy over functionality – a flip-phone filled with lip glosses, a palette of blushes and eyeshadows disguised as a fairytale book.
When it came to picking out my next purchase from Claire’s Accessories, the packaging was half the fun, and the majority of the deciding factor as to what would come home with me – but, somewhere along the way, the fun faded.
Now, the bright pink and purple bottles have turned to fifty shades of beige as launches slowly transformed into a sea of identical tubes and jars with soft fonts and neutral tones.
The ‘clean girl’ aesthetic has not only changed the way consumers apply their products – it has changed how we see it on the shelf.
Despite this move to predictable packaging, some brands are sticking to their guns and standing out from the crowd with creative and innovative designs – but how are they staying successful whilst refusing to follow the flatlay-friendly formula?
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