The brands putting the play back into beauty packaging

By Amanda Pauley | Published: 26-Feb-2024

Products that deliver a fun or interactive packaging touch are driving new loyalty with Gen Z consumers, as Bubble, Indu and Lottie London have found out

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Gen Z beauty brands are taking the feel-good factor of their products to another level, with a new wave of packaging that delivers more memorable and mindful experiences.

Moving beyond dopamine dressing’s reign – where cosmetic companies used certain coloured packaging to stimulate a user’s sense of joy – brands are now focusing more on the play and interactivity aspect of a product.

Creating either a ‘fun’ action with packaging that also provides a benefit to the user, or a memorable, photo-ready moment which can be shared online. 

Gen Z make-up company Lottie London made waves last month with the debut of its Twisted Heart Love Glaze dual lip tint and gloss and fidget spinner in one, amassing more than 452,000 views on the TikTok launch video. 

Teen-focused Bubble Skincare’s Slam Dunk moisturiser went viral thanks to the packaging dispensing the cream in a photographic flower shape, with one now selling every 15 seconds.

This fun and playful path is a high-risk, high-reward journey

Meanwhile, Hailey Bieber’s beauty brand Rhode is trending for launching a phone case that is capable of holding a lip tint – an innovation which seems to be new to the market.   

“We have a consumer market that wants to feel good, not just look good, which is impacting packaging in different ways, such as novel gestures and dispensing systems,” says Pierre-Antoine Henry, Market Development Director at beauty packaging manufacturer and provider Quadpack.

“As brands increasingly try to go viral as part of their marketing strategies, these are elements they consider because influencers need content.

“Extrusion [a process that extrudes shaped products that can come in a variety of forms] is also trending right now because it links to ASMR (autonomous sensory meridian response) and the pleasure one takes when interacting with beauty products.”  

The ‘made for me’ movement

An increased demand for hyper-personalisation in all forms is driving the move, with more than two thirds

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