For years, white has been the go-to color for skincare packaging. After all, the marketing messaging we get from white is often clean, uncluttered, and even clinical. However, a recent shift in packaging for many luxury skincare companies has changed that message.
While it might seem counterintuitive, this shift has been to all black packaging. While black has always been a classic color in terms of fashion or vehicles, it was never very popular for personal care items. So, what is the reasoning behind its sudden popularity?
Beauty Brands are Using Black
One idea behind this new packaging trend has to do with new ingredients in many skin care products. For example, charcoal clay masks are suddenly all the rage. Boscia’s Pore Purifying Black Strips contain charcoal and come with completely black packaging and applicators. Boscia also packages its “Luminizing Black Mask”in a black tube.
Some other reasons that cosmetic companies are moving toward black packaging are to signify luxury or to denote that the product is meant to be used at night. Popular skincare companies currently utilizing black packaging include:
- GlamGlow
- Perricone MD
- Bobbi Brown
- Philosophy
- Lancome