When people queue, the popular adage is "age before beauty." But among consumers at retail, functionality, freshness and, foremost, the ability to dispense 100% of beauty and personal care (BPC) products are the packaging attributes for which they stand in line. In many cases, consumers are also seeking BPC products that perform multiple functions, and often times that means packaging must do double duty as well. Mintel data shows there is rarely a beauty or personal care product category today where consumers are not interested in multifunctional products. For example, 60% of U.S. consumers who buy and use anti-aging skincare products choose products that provide such multiple benefits as anti-aging and moisturizing. In the sun care category, for example, according to Mintel's 2014 US Sun Protection and Sunless Tanners report, 71% of U.S. sun care users express interest in sun protection with anti-aging benefits.
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