Health & Beauty Packaging Trends for 2022
Looking at Current Packaging Trends 2022
As the pandemic enters its third year, consumers are placing more of an emphasis than ever on personal care. For a large segment of the population, this includes health & beauty products: cosmetics, skin care, and so much more.
As a result, a lot of health & beauty brands are changing up the way they package their products in an effort to stand out on the shelf and broaden their appeal. Here are three health & beauty trends we fully expect to take center stage as we move into 2022.
Bold Colors
Traditionally, the health & beauty industry has been all about the neutral colors and pastels in their packaging. However, some personal care brands have done away with the beiges and pale pinks and are filling their 2022 lines with designs that are bold, colorful, and fun.
There are several factors driving this trend. The most obvious is that people are moving towards bolder colors in their health & beauty products themselves—brighter lipsticks, vivid hair colors, and colored mascara.
With the current focus on e-commerce, a lot of brands are also looking for ways to stand out on digital shelves as well as the physical marketplace. Bolder colors and designs are more “Instagrammable” and thus are more likely to be shared on social media.
Example:
Thrive Causemetics, which is instantly recognizable by its distinctive turquoise packaging, has become a favorite on Instagram, YouTube, and Tik Tok.
Revealing Packaging
As some brands shift their packaging to bolder colors, others are making the shift to more revealing packaging. Transparent packaging can be intriguing to consumers as it gives them a figurative taste of the product. It shows them that the manufacturer is confident and has nothing to hide. In short, it instills confidence in the consumer because it shows the brand stands by its product.
Transparent packaging also serves a practical purpose when it comes to health & beauty products. For example, transparent packaging on foundation and concealer gives consumers the opportunity match the products more accurately to their own skin tone.
Example: Sigma Beauty lets its colors speak for themselves with transparent packaging for their cosmetics, including liquid lipstick.
Sustainability
Sustainability is hardly a new trend, but it continues to grow in importance as consumers grow more and more eco-savvy. According to Adam Ryan of Pentawards:
“Sustainability continues to be a huge influence but we are seeing its increasing sophistication as consumer attitudes to a more sustainable consumption also mature. Rather than just be sustainable, beauty and personal care brands are now having to decide which type of sustainable brand they are going to be.”
The degree of focus on sustainability differs from brand to brand. Some manufacturers are making sustainable materials the focus of their packaging design, while are focusing on reusability and refills. In an effort to make things easier for their consumers, a number of cosmetic companies are now allowing them to mail in their used packaging when they’re ready for a refill.
Example: Ouai offers value-priced 32 oz. refill pouches for all of its shampoos and conditioners.
The Bottom Line (TLDR)
As cosmetics and personal care products attempt to stand out from the competition, many will begin featuring bright and bold colors on their packaging while others will be making the move to transparent packaging to highlight the quality of their products. In the meantime, sustainability will continue to be a growing trend as consumers continue to become aware of the impact health & beauty packaging can have on the environment.
References
Pentawards Provides Insight on Beauty Packaging Trends in 2021/2022 (Beauty|Packaging – January 17, 2022)
These 16 Best Concealers Go Beyond Hiding Dark Circles (Byrdie – November 11, 2021)
Looking for packaging for your health and beauty brand? Plascene has a range of health and beauty or personal care packaging to suite your needs!
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