Bright and 'brand-free' designs lead beauty secondary packaging trends


Beauty product secondary packagers are orientating design to deliver more sophisticated branding, as Ed Zwirn, Julian Ryall, Poorna Rodrigo and Jens Kastner discover

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Personal care product packagers are taking increasing care over the design and development of secondary packaging, noting that this can impart brand value in the same way as elegant primary packaging.

Environmental messaging and the use of secondary packaging in sophisticated ways to develop brand image were two key themes during 2017.

To present and protect

In the UK and across Europe especially, a growing sense of eco-awareness is driving new...

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