Meet the beauty brands embracing haptic packaging

By Julia Wray 4-Sep-2023

Beauty newcomers are enticing consumers to play with their packaging via smooth, rounded packs and tactile textures

Christian Dior The Balm's pebble-shaped container sits in the hand

Christian Dior The Balm's pebble-shaped container sits in the hand

A well-designed and formulated cosmetic product should be a feast for the senses, and packaging is a vital ingredient.

While the visual pizazz of cosmetic packaging is, rightly, considered a vital box to tick, the way a product feels and all the factors that contribute to this must not be underestimated.

The study of touching behaviour is called haptics, with the term having expanded in recent years to include technology that stimulates the senses of touch and motion.

“Haptic qualities refer to the sense of touch, and incorporating tactile elements into packaging can enhance the overall perception and appeal of a product,” says Benjamin Punchard, Global Packaging Insights Director at market research firm Mintel.

“For a brand, the question to ask is: what does the packaging evoke if you close your eyes and just feel it?

“Used correctly, haptic qualities in packaging designs create a more immersive and memorable experience.”

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