3 Ways to Meet Online Beauty Shoppers’ Expectations

For health, beauty and personal care brands, packaging has always been a key driver of purchase. As more and more of the shopper’s wallet has shifted from in-store to online, it’s tempting to think that the product package plays a smaller role in this less tangible, digital shopping experience.

However, packaging still plays a critical role in satisfying the shopper’s expectations of the product experience. When those expectations are not met, costly returns result, according to “Packaging and the Digital Shopper: Meeting Expectations in Health & Beauty,” an analysis by Pantone, Esko, X-Rite and AVT. Here are three things leaders can do to move from insight to action.