White packaging most popular among new beauty launches

White packs accounted for one in three new beauty products launched in past year

It seems white really is the new black – when it comes to new beauty product launches, at least.

A recent Gama study found that white packaging is the clear leader in packaging for new health and beauty products, with one in three new products launched onto the market packaged in this shade. Black came in second place but only accounted for less than 8% of new launches over the 12 month period. Other popular packaging colours included dark purple and gold. The least popular colour choices were found to be greens and yellows.

Gama Editorial Director Tom Warden told Cosmetics Business the analysis was based on hundreds of new product introductions reported on Gama Compass by its network of global analysts in the 12 months to February 2015, covering mass, prestige and premium launches across segments including colour, hair care, fragrance, skin care and soap.

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