The big reveal: Why the 'wow-factor' is still all important for beauty boxes

By Austyn King | Published: 19-Nov-2020

Sustainability and e-commerce requirements are shaping the boxes and coffrets segment, but the ‘wow factor’ remains all-important

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In what can only be described as a turbulent year for the beauty sector, as the world strives to find its 'new normal' amid the uncertainty brought on by the Covid-19 pandemic, it is safe to say consumers may be taking comfort in the little luxuries now more than ever – and perhaps one of the truly timeless experiences is the joy of opening up an exquisitely packaged fragrance or cosmetics gift.

This year, packaging manufacturers are rising to the challenge of not only creating beautiful festive boxes and coffrets, but adapting to their clients' shifting needs.

A key element in beauty packaging is the opening or 'reveal' experience, which both serves to confirm to consumers the appropriateness of their purchase as well as

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