● Skin Match Technology released data-driven insights, based on 2.5 million online interactions, revealing the significant impact of packaging design on consumer skincare purchasing behaviour, providing strategic guidance for brands.
● The research segmented the skincare market into anti-ageing (69.1% interest, driven by moisturisers), acne/blemish-prone (35.9% interest, emphasising
cleansing), and sensitive skin (26.4% interest).
● Explanatory packaging known from Kiehl’s, PerriconeMD or La Roche Posay drives the highest purchase volume across all consumer profiles, demonstrating
the importance of clear information and a clinical aesthetic in building consumer trust.
Skin Match Technology, a leading B2B SaaS provider of AI-driven personalised skincare recommendations, today released data-driven insights into the significant impact of packaging design on consumer purchasing behaviour within the dynamic skincare market. These findings, based on an analysis of 2.5 million online skincare consumer interactions, offer valuable strategic guidance for brand leaders and marketers.
Key Skincare Categories and Consumer Profiles
The research segmented the market into three primary categories:
Anti-ageing
Dominating the market with 69.1% of consumers expressing interest in anti-ageing benefits, this category demonstrates high demand for products targeting wrinkles and signs of ageing. Moisturisers are identified as key purchase drivers with an average price difference of EUR 124 between packaging design categories.
Acne and blemish-prone skin
Addressing the needs of 35.9% of consumers with acne or blemish-prone skin, this category highlights the importance of cleansing products. A significant 70% of these consumers actively seek non-comedogenic formulations, indicating a high level of ingredient awareness. 58% of consumers purchase within packaging categories that reflect brand positioning from dermatology, chemistry, and pharmacy backgrounds.
Sensitive skin
Catering to 26.4% of consumers with allergies or sensitivities, this category emphasises gentle formulations and avoidance of common irritants like fragrances and alcohol. Daily moisturisers, serums, and cleansing products are equally leading products in this segment. Nearly 60% of these customers do not know which ingredients cause their irritations, showing a need for guidance.
Skin Match Technology segmented skincare packaging designs into 12 distinct packaging types, identifying three high-performing designs that consistently drive
revenue across these consumer profiles.
Apothecary Aesthetic
This design effectively conveys expertise and transparency, appealing to the consumer's desire for informed choices. Widely known brands in this category include Kiehl’s, La Roche-Posay and PerriconeMD. Kiehl's packaging design, for example, is characterised by a distinctive "apothecary" aesthetic, featuring minimalist labels with clean fonts, reminiscent of traditional pharmaceutical labels. This design choice effectively communicates a sense of expertise and scientific credibility, resonating with consumers who appreciate a clinical, informative approach to skincare, leading to 38% of purchases in anti-ageing, 48% of purchases by consumers with sensitive skin, and 58% of purchases by consumers struggling with acne. This packaging design might be leading in number of items sold, but the average price for a moisturiser is only EUR 28.
Luxury Design
Estée Lauder, Shiseido, and Dior, all renowned for their prestige skincare offerings, share a common thread in their packaging design: an emphasis on luxury and sophistication with silver and gold elements. Utilising heavy glass, sleek lines, and minimalist labelling creates an aura of understated elegance and scientific authority, reflecting the brand's high price point and reputation for transformative results. Their strongest purchase volume is within the anti-ageing market, making up 23% of purchases, a quarter less than the apothecary aesthetic. The average price for a daily moisturiser in this category however is 4.7 times higher than the average price for explanatory packaging design.
"These findings underscore the strategic value of packaging design in influencing consumer perception and driving purchase decisions," says Estella Benz, CEO of Skin Match Technology. "By leveraging data-driven insights, brands can optimise packaging strategies to achieve targeted appeal, enhance brand loyalty, and ultimately drive revenue growth."
Organic & Natural
As a third strong contender, they have established Weleda, Caudalie, and other organic skincare brands, sharing a similar approach to packaging design, prioritising natural elements and sustainability. They frequently use Recyclable materials like glass and cardboard, and colour palettes often reflect earthy tones, greens, and browns. Featuring imagery such as leaves or flowers, this design communicates a connection to nature. This approach appeals to consumers seeking natural ingredients and sustainable practices. This packaging design accounts for roughly 10% of purchases in consumer profiles looking for acne and sensitive skin care-compatible products and is mostly sold at a 5% lower price point than apothecary aesthetic packaging design.
Notable are emerging niche brands like Drunk Elephant, IKEY, and The Ordinary are carving out a unique space in the market by blending modern, fresh design with a commitment to ingredient transparency and expertise. Their "clean clinical" aesthetic appeals to consumers who value aesthetically pleasing packaging but also prioritise ingredient integrity. By offering products at a mid-range price point (around EUR 50 per moisturiser), they effectively position themselves as an attractive alternative to both traditional luxury brands and purely clinical skincare lines. This strategy is particularly effective in the current market climate where consumers are increasingly skeptical of established luxury brands due to a perceived lack of transparency and ethical concerns.
