Fun, brightly coloured, sensorial and above all, experiential: the packaging trends that are winning over Gen Alpha and young Gen Z consumers are reshaping beauty and personal care launches.
But as brands chase trending design ideas that excite young consumers, they must also navigate tightening regulations around single-use packaging and rising expectations around sustainability.
Speaking to Cosmetics Business at London Packaging Week, Mark Browne, European Packaging Lead at PZ Cussons explains how brands can balance both.
What packaging trends are appealing to young Gen Z and Alphas?
In our sector, we are seeing an explosion of products that are appealing to this generation.
There is the foodification of packaging, like whipped cream shower gels, products that look edible, in doughnut-shaped containers.
We’ve also seen toyification – playfulness coming with items that you want to collect and keep or wear, clipped onto handbags – maybe a charm or small fluffy toy along with your hand cream, lip balm or fragrance spray.
These products are now permanently accessible, on display and they are an expression of the consumer.
This trend is emerging really strongly in the category, and a lot of brands are responding to it.
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