Today, probably every producer who displays his product on store shelves knows how important the role of the packaging is. It is a place that enables dialogue with the consumer, a marketing tool that builds the brand image, promising specific benefits related to communing with the brand and using the product.
Therefore, manufacturers, and in particular, manufacturers of cosmetics here are the undisputed leaders, they pay great attention to packaging and labeling. We compete in ways to stand out on the shelf and reach the consumer ahead of the competition.
However, for us to be able to talk about the packaging of the product that consumers will buy, depending on what generation they represent, we need to characterize these generations, understand and learn about their purchasing decisions, and find out where they most often buy and what they pay attention to.
So we’re going on an intergenerational journey … in shopping.
Baby Boomers generation (born 1946-64)
This is the oldest age group of consumers and the finest. They are shopping traditionalists who choose brick-and-mortar stores, where you can see the product carefully. As the first generation growing up in the days of radio and television, they did not accept the virtual world – social media or online stores. This generation is driven by sentiment towards well-known brands and is incredibly loyal in their choices. They have a conservative and practical approach to novelty. They are interested in premium products – they have money and they treat shopping as a pleasure and luxury that they willingly allow themselves.
Generation X (born 1965 – 1979)
This is a generation of constantly educating consumers. They shop carefully and thoughtfully, after carefully collecting and analyzing information about them. For them, the price and quality of products are important. They are loyal to brands and very skeptical about marketing tricks – they do not give in to their influences and advertisements, because they will carefully check the authenticity of the brand before buying. They buy both in stationary and online stores.
Graphic styles aimed at this generation should be simple and pragmatic. The label should clearly and briefly communicate what and what the cosmetic is for.
Minimalist so-called Clean label solutions on paper, white or transparent foils regarding the composition or function of the cosmetic will attract the attention of Generation X. The simple message and authenticity count. The label should clearly communicate what the cosmetic contains. A retro-style reminiscent of their youth will be ideally suited to this group of consumers. Labeling solutions in the form of structured paper substrates with a natural floral motif will surely attract the attention of the Baby Boomer generation.
Generation Y – Milensilasi (born 1980 – 1994)
Millennials are the most educated consumers who are also the most numerous and extremely active group on the market. They are constantly looking for information about products, mainly on the Internet. This makes it easier for them to navigate efficiently and use all kinds of technological innovations. They are creative, open-minded, focused on testing new products, and thus lack brand loyalty. They love shopping, but are mindful of prices and are eager to go to outlets. They pay great attention to ecology and they promote vegetarian, bio, and Eco trends.
Millennials read labels. They are interested in product compositions, but also in the commitment of producers to good causes, which they support with pleasure, which is why they often buy on impulse. They love niche brands produced in small manufactories, especially referring to naturalism, environmental protection, and the world.
Graphic designs of their cosmetics should be characterized by energetic colors, fruit and flower motifs inspired by nature. They are delighted with ecological labeling solutions – textured papers, handmade papers, biodegradable films, e.g. made of sugar cane or wooden labels.
Generation Z (born after 1995)
Generation Z, known as the “kings of life”, is the youngest generation entering the purchasing market. They have more and more financial resources but also have very high requirements for products, which are more and more difficult to meet. They are keenly interested in any new products and look for them and information about them on the Internet. For them, the virtual world is a natural environment, where life takes place – Everything we need to know about the products can be found on the Internet ”. It is also there that they find their authorities – bloggers and influencers, whom they love to follow. They are susceptible to fashion and trends, fascinated by the latest technologies – they boast about everything on social networks in front of a large group of virtual friends.
They buy their products mainly on the Internet and in e-stores, so they should look great to encourage them.
Generation Z will be interested in modern and futuristic packaging and labels – a new way of opening a cream carton, multi-page peel-off labels – open-close, graphics referring to popular characters from fairy tales and cartoons – everything that can be treated as an element of fun.
The intensity of colors should characterize graphic designs – i.e. the use of low-absorbency labeling substrates to bring out these colors well, the use of holographic, gold foils to emphasize the premium of the purchased product.
We no longer emphasize the label delicately and minimalistic as for the Y generation. Here we already have to shout through the packaging.
We can end the generation journey with examples of label solutions:
-Peel-off labels – can be 4, 6, or 8 pages. They are a satisfactory solution for the generations looking for information (generations x and y) because they can be aesthetically placed there. Few cosmetic companies in Poland use the peel-off marketing function – you can put variable codes in it and encourage consumers to take part in the competition, you can include information that the customer buys, for example, the third product from a limited series of one hundred products, you can put a photo of employees who create a given product for the customer. cosmetic. Marketing solutions are sure to attract the attention of Generation Z.
-Wooden labels – encourage fans of ecological solutions. They are suitable for covering hard surfaces, e.g. glass jars of cream.
-Labels printed on the adhesive side – can be fun to emerge with the use of graphic elements.
-Reverse print labels – if we want to see a full-color picture through the packaging, we can put the paints in such a way as not to ‘kill’ all the glue and ensure good adhesion of the label to the package.
-Labels with variable numbering – a sales and logistic tool.
-Fragrance label – you can prepare a varnish with the scent of a given cosmetic.
-The label is covered with frosting varnish – for use, for example, for winter and holiday cosmetics, it imitates the effect of a gentle frost.
An interesting graphic design is half the sales success of a product. You can make it look equally attractive on a computer screen, as well as live in the form of a printed label. The advice of a professional printing house will help you save time and money and create labels that sell.
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