Whether they are seeking the perfect glossy lip, eyeliner flick or flawless complexion, it is safe to say that today’s beauty consumers have more choice than ever.
And thanks to the internet and social media, they are now equally as informed, seeking out products that meet their own needs and values rather than passively consuming what the big beauty players are selling them.
In turn, brands have evolved with their increasingly savvy consumer base at every stage of product development, including how the final product makes it from its packaging to the end user’s face.
“The applicator is the key to success of a liquid cosmetics product,” Mateia Crippa, Category Specialist at packaging company Quadpack, tells Cosmetics Business.
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