This article was originally published in the Cosmetics Business Supplements Trend Report. Receive your copy here.
Given the ongoing global turmoil and financial uncertainty, many brands across industries have taken to projecting joy and optimism.
It’s a movement that Wunderman Thompson coined the “joyconomy”, and over the past year this has seen brands offer sense of play across their products and packaging designs.
“As in any time of crisis, consumers look for products that evoke joy,” says Sophie Grant-Vaswani, Futures Director at creative design agency Pearlfisher London.
“We’re seeing a shift away from minimalist, neutral packaging and more vibrant, spirited designs take centre stage across all categories, but especially in beauty.
“Colours, prints and innovations are optimised by brands in the category for maximum pleasure, as well as function.”