K-beauty to the UAE: How luxury packaging trends differ around the world


Personal care brands are sourcing and developing luxury packaging adapted to different markets’ cultural preferences. Jens Kastner, Julian Ryall, Heba Hashem, Poorna Rodrigo and Sarah Gibbons report

K-beauty to the UAE: How luxury packaging trends differ around the world

The truth about luxury packaging is that it is inherently subjective – one consumer’s idea of glamour may be another’s idea of tat.

And in an international market, such as personal care, cultural influences loom large in luxury packaging design.

A stress on traditional design values and aesthetics is also a key theme of Japanese luxury personal care product packaging

Korea’s beauty Kingdom

Take luxury cosmetics from the innovative personal care product centre of South Korea. Here, companies’ packaging often draws on history and tradition, with designers paying tribute to the visual heritage of Korea’s ancient kingdoms.

A good example is The History of Whoo, the skin care brand from LG Household & Health Care. It is marketed as supplying regal beauty to users, with formulae drawing on traditional skin care and cosmetics secrets drawn from the Korean kingdoms.

This is reflected in the tasteful and complex packaging design. “The History of Whoo offers luxurious skin care and make-up products to customers seeking the prestigious and exclusive ‘life of a princess’,” a company note says.

LG Household & Health Care’s O HUI The First Geniture skin care line is sold in packaging featuring a Korean Kingdom-themed design in gold, cream and black colours.

Meanwhile, jars for AmorePacific’s Time Response Skin Reserve Creme sport luxurious gold and cream hues, but also a futuristic shape with angular, minimalist lines.

Also stressing modernity in Korea is an ...

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