Preservative-Free Cosmetics Packaging Case Study: How Improved Packaging can Tap into Consumers' Desire for Natural Beauty
Datamonitor, June 2011, Pages: 14
Introduction
Rising consumer interest in natural products coupled with growing concerns over specific preservative ingredients has fuelled a recent demand for preservative-free cosmetics. Yet logistical problems, such as a shorter shelf-life and rapid loss of sterility after opening, has created the need for packaging solutions that bring the convenience of mainstream cosmetics to preservative-free products.
Features and benefits
- Grow sales of cosmetic products by learning how packaging innovations can be leveraged to enhance brand credibility.
- Stimulate ideation and invigorate brands by learning from Promens and Aptar’s recent success in the natural cosmetics market.
- Gain a competitive edge in the cosmetics market by uncovering global consumer, product and market trends.
Highlights
The research shows that rising consumer concerns regarding the use of synthetic chemicals in cosmetics is fuelling consumption of natural alternatives, with over a third of consumers (37%) saying that they try “all of the time” or “most of the time” to purchase natural personal care products.
An industry segment has therefore developed that focuses on “preservative-free cosmetics”. Indeed, in 2010 9.3% of all new product launches were tagged as no parabens; almost double the prevalence of the second most important tag of no alcohol. This reflects the extent to which consumers are seeking products that do not contain additives.
Your key questions answered
- What are the drivers of th recent rise in consumer demand for natural and preservative-free cosmetics?
- How have cosmetic packaging claims changed in recent years?
- How can packaging innovations be used to raise the profile of your brand within the natural cosmetics market?
DATAMONITOR VIEW
Catalyst
Summary
ANALYSIS
The word "natural’ has both healthy and premium connotations for consumers
Fears surrounding "dangerous" chemicals have prompted consumers to turn to natural products
Natural claims can also signal to consumers that a product has premium traits
The use of "free-from" and "natural" tags in cosmetics has been rising
To avoid spoiling, preservative-free cosmetics require additional design work
Certain preservatives can be used alongside preservative-free claims
Self-preserving cosmetics rely on a holistic production approach
Specific new packaging technologies allow preservative-free products to remain sterile
Promens’ DEFI allows creams to be dispensed without contamination from the air
Aptar’s Irresistible pump allows sterile distribution of liquids
Conclusion and implications
APPENDIX
Case Study series
Methodology
Secondary sources
Further reading
Ask the analyst
Datamonitor consulting
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