Beauty Brands Blend Technology and Packaging

It’s no secret that the cosmetic packaging industry is becoming more innovative everyday. With each technological advance, brands are allowed even more creativity. 3D printing alone has completely transformed the sensorial experience for consumers.

It’s expected that technology will have the biggest effect on packaging color over the next few years. We’ve already seen digital and reactive coloring used on cosmetic packaging already on shelves. Perhaps the best example of this is the Naked skincare line, a packaging project created at the British Higher School of Art & Design in Moscow.

The bottles are curvy, meant to resemble human bodies.The material has a velvet feel that mimics human skin. Even more surprising, the bottles are coated in thermochromic paint so that they turn pink, or blush, at your touch.

The Power of Storytelling

The ultimate power all of this technology is providing beauty brands is the ability to tell a story with their product lines. Cosmetic packaging is now better able than ever to coordinate with marketing strategies and create a unique experience for the consumer.

There are a few other areas where technological advancements are engaging personal care consumers:

• Color changing containers
• 3D-printed makeup in your own custom shade
• Virtual reality in beauty and makeover apps
• Nanotechnology creating brighter colors than ever

When packaging can be interactive, it suspends reality. Customers feel more connected to products they can personalize and interact with. Brands that can find a way to use technology to successfully coordinate their packaging with a brand story are sure to be successful.