Interact and engage

Innovators in the beauty industry are developing secondary packaging to delight consumers and build brand value.

Kitty So and Julian Ryall report

The role of secondary packaging in cosmetics and personal care products is growing. In addition to protecting and presenting the product, companies are expecting these packages to interact with consumers and engage the senses. Innovators in the industry are developing packaging with multiple uses, from displaying textures and scents to playing music and even rotating automatically.

Stimulating the senses

Peter Conner, Director of UK based Pollard Boxes, says his customers in the cosmetics industry are looking to interact with consumers’ senses through textures and decorative features.

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