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How to judge the quality of the eye shadow palette?

Eye shadow is often used when we make up, but we also can draw different makeup, with different eye shadows, that eye shadow tray how to use? How to distinguish between good and bad-quality eye shadow trays?

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Eyeshadow quality.

There are several criteria to measure the quality of eyeshadow: powder quality, pressboard, color rendering, etc. …….

a. Powder quality. The quality of the powder is the basis for judging the quality of the eyeshadow. If the powder is of good quality, it will spread well on the eyes and the eye makeup will be fine without clumping and smudging. Dab it with your finger to see if the powder is fine. If it lines up evenly on your finger, it means the powder is fine. Then brush it on your arm. The longer it takes and the more evenly the color extends, the better the output of the powder.

b. Platen. We often hear the term “flyaway powder” in relation to the pressboard. The fact is that most eyeshadows will fly off, and the finer the powder, the more likely it is to do so. Also, look at whether the press board is firm. An eyeshadow with a firm platen will have a small amount of flyaway powder, and if you are not careful, it will not be “crushed”… On the contrary, if the press board is loose, it will easily fall on your face when you apply it and smudge your base makeup.

c. Color rendering. The color rendering of eyeshadow is also very important. For newcomers, eye shadow should be moderate in color, not too bright, so that the effect on the eyes is not easy to control. But for cosmetologists, the brighter the eyeshadow, the better. When more than 80% of women buy an eyeshadow palette, they are more attracted by the color. If the color is not thereafter applied, it will not disappoint.

Packaging design.

a. Material. Most of the packaging for eyeshadow palettes is made of metal, plastic, and paper. Metal packaging for eyeshadow palettes is relatively heavy and easily damaged when colliding, but not easily broken, which can better protect the eyeshadow and reduce the degree of damage when transporting and carrying. Plastic packaging is lightweight and easy to carry, but fragile and does not protect the eyeshadow as well as metal packaging. Paper packaging is relatively less waterproof and airtight than the latter two, but is less costly, lighter in weight, and easier to carry. These two materials are the preferred choice of major cosmetic brands.

b. Sealing. Packaging also includes sealing methods, with bayonets and magnets being commonly used. Plastic and metal packaging typically use bayonet switches, while cardboard packaging typically uses magnetic closures. In comparison, bayonet switches provide a better seal, reducing oxidation of the eyeshadow and preventing powder from flying out. The suction of the magnet opening is critical. Unsecured eyeshadow cases can easily be opened unknowingly, and it is not uncommon for them to be wiped in the bag.

Free tools.

The tools in an eyeshadow case can also influence the consumer’s desire to buy. We generally look at two things: one is a mirror and the other is an eyeshadow brush. The eyeshadow case has a mirror in it, so it’s easy to apply makeup and is a very snug presence when traveling. The same goes for the eyeshadow brush. Although it’s a gift product, you can’t ask for too much. The basic powder selection ability and softness are still enough ……. You can finish it quickly using a loose powder brush for the base and a thick powder brush for eyeshadow.

What are the four trends in the future of the makeup industry?

What are the four trends in the future of the makeup industry?

The continued prosperity and brand transformation of the cosmetics industry are driven by consumers’ constant pursuit of beauty. In the process of innovation of the times, the growth momentum of the cosmetics industry has developed from the traditional demographic dividend and channel sinking to a new stage where products are king and brands are rising. In the new retail era, many brands are actively building a multi-brand matrix, deploying new omnichannel marketing channels, and highlighting color cosmetics brands with cost-effective products.

This article focuses on five new trends in the development of the makeup industry in the new retail era: “new demands, new markets, new brands, new marketing, and new channels”.

【Trend 1】 New Demands: The younger generation of consumers pays more attention to safe, efficient, innovative, and colorful makeup products.

An obvious new consumption trend in the color cosmetics industry is that the supply side dominates the demand side, and now the demand side feeds the supply side. There are two reasons for this change.

1) From the demand side, the consumption structure tends to be younger. According to a study published by the Boston Consulting Group, Gen Z is expected to contribute 69% of consumption by 2021. Gen Z’s quest for personalization is forcing brands to develop custom products around consumer needs.

(2) From the perspective of supply, the supply of products in the color cosmetics industry continues to grow rapidly, and consumers’ consumption choices are increasingly diversified. The huge and fragmented information coverage in the Internet age requires consumers to conduct targeted self-screening according to their own conditions, generate personalized consumption needs around their own needs, and gradually transform the consumption relationship into a consumption relationship centered on consumer demand.

We have sorted out several emerging consumer demands in the color cosmetics industry at this stage.

Ingredients: Focus on the functionality, safety, and cost-effectiveness of the ingredients behind cosmetics, driving product development, and marketing with popular ingredients such as niacinamide, amino acids, and hyaluronic acid.

Interest: As beauty consumers get younger, interest has gradually become one of the factors influencing purchasing decisions. Interesting product appearance and use process can effectively improve product selling points and consumer memory, promote sales and improve conversion rates, such as Proya’s Black Sea Salt Bubble Mask and other popular products.

High face value: Exquisite product packaging is an important part of cosmetics, especially in the trend of high-end cosmetics. High-value product packaging and design can effectively grab the attention of consumers and enhance the brand tone of cosmetics and consumers. The desire to buy, such as the previous makeup of the Forbidden City and so on.

【Trend 2】 New brands: Cross-border and national trends drive brand transformation and reform, and emerging brands are rising strongly.

The emergence of personalized and diversified consumer demands has continuously triggered brand changes and reconstructions. In recent years, star brands and emerging brands have risen rapidly. Its essence is to comply with the trend of personalized consumption needs and fragmentation of channel traffic.

The emergence of these trends, on the one hand, provides a new model for brands to establish associations with consumers and deepen their memory, lowering the threshold for brand building; on the other hand, the emergence of new elements also brings brand loyalty and brand loyalty. to challenge. Therefore, catering to the personalized consumption characteristics of the younger generation, creating differentiated products that consumers like, and cross-border cooperation has become important strategy for building beauty brands at this stage.

Helping the rise of personal IP brands: make-up products that integrate personal IP and celebrity culture. With the help of social media operations, beauty brands can accurately acquire target customers and enhance brand awareness. Trust and cultural heritage, enhance brand premium.

Emerging brands make strong breakthroughs: Emerging brands have achieved rapid market share growth through product personalization and rapid iterative innovation. According to Nielsen retail data, new products contributed to 67% of personal care sales growth.

【Trend 3】 New marketing: Content is marketing, and new models such as KOL and live broadcasts bring marketing changes.

With the continuous improvement of the fragmentation of beauty channel traffic, the conversion efficiency of the traditional TV media centralized delivery model has continued to decline, and new marketing models based on new technologies and new channels have emerged rapidly.

New technologies: Internet big data, artificial intelligence, etc., help consumers draw portraits and accurately locate target customers.

With the rise of new technologies such as big data, make-up brands can digitally transform information such as user portraits and inventory to form brand digital assets. In the marketing process, by opening up online and offline omnichannel user data and applying digital technology, we can effectively build accurate user portraits, and help brands answer who the target customer group is, what their core needs are, and how to do it. Reach core consumption, form customized marketing, and increase conversion rate.

New Model: Live Streaming Emerges, KOLs Help Efficient Transformation

In the beauty industry, with the help of Facebook, Tik Tok, Instagram, and other platform tools, opinion leaders such as Internet celebrities and beauty bloggers continue to gain traffic, lead the trend of beauty consumption, and build a new marketing model industry for beauty. The significance of KOL marketing is that through the marketing of opinion leaders, it can quickly realize the flow of fans in a short period of time, bring goods, and create popular models.

【Trend 4】New channels: Omni-channel integration is the general trend, and the boundaries between marketing and channels are gradually blurring.

Breaking the scene boundary: Online and offline integration has become a major trend.

On the one hand, the growth rate of online makeup channels is much faster than offline channels. Online cosmetics channels cover a wider range, providing consumers with a convenient shopping experience. The launch of the e-commerce festival has also contributed to the rapid rise of online channels. Provide assistance; on the other hand, offline channels still have important experience and service attributes and are expected to rely on new retail and experiential consumption to break through.

In the future, omnichannel integration will become the standard for leading cosmetic companies. Reasons: 1) From the demand side, consumers are no longer satisfied with the consumption experience of a single channel, and need to integrate convenient online and offline scene experiences to improve the shopping experience; 2) From the brand side, based on new technologies such as big data, online shopping The digitization and integration of online and offline user data will help brands understand consumers’ preferences in an all-round way and better promote and convert them.

Breaking down channel boundaries: The lines between marketing and channels are blurring.

With the rise of social e-commerce, KOL placement, and other models, the boundaries between channels and marketing are becoming more and more blurred, and consumers’ purchasing decision-making chain is also shortening. Marketing strategies and channel structures in the industry are being restructured around traffic.

Learn about cosmetic packaging color customization

Learn about cosmetic packaging color customization

Cosmetic containers, lipstick tubes, eyelash tubes, loose powders, eyeliners, including cosmetic tube caps or caps, bottles, and even brushes – all of these cosmetic packaging products can be customized in color.

As a brand contractor, you only need to provide your design concept or send samples to the manufacturer for reference. But before that, you need to understand the key role of color in cosmetic brands and how to choose the best designs. This article promises to give you color options for custom cosmetic packaging, professional advice on how to create a unique packaging design, and things to consider when choosing a manufacturer.

Color psychology plays a pivotal role in media advertising and sales. Consumers are influenced by packaging color to attract or repel products they are interested in purchasing. This fact is most vivid when it comes to cosmetic packaging. In many cases, it is precisely because of the exquisite packaging that cosmetics brands have more room for price increases and more brand value.

The role of color in cosmetic packaging

The packaging of any product has two parts, and the same goes for the packaging of cosmetics. ——

The first part is the main container for fillers, such as: lipstick tubes, eyeliner bottles, eyeshadow boxes, compacts, etc.

The second part is the container, which is usually just an outer packaging or box. Secondary packaging itself is not a necessity for cosmetic packaging, but most major brands have it for added safety in primary packaging.

Now back to the color customization section, first of all you need to determine whether your cosmetic only has inner packaging or outer packaging. The brand strategy is used as a whole for product design due to the need to coordinate the colors of the outer and inner packaging.

Most cosmetic packaging manufacturers take color psychology into account when designing their products. Here are some of the most common color choices and what they can symbolize for your brand:

● Black.

Sleek and stylish. Chic. mystery.

Black is always the most eye-catching container on the shelf. Black symbolizes higher cost and appeal, conveying greater perceived value. It also inspires a sense of sophistication and mystery.

The 2000s brought new trends, with more and more eco-friendly cosmetic brands using black glass bottles and tubes with minimal white labels and capitalization. This is a unique style for the vegan, eco-friendly and artisan crowd. Even looking at these products from a distance, one can see that the packaging suggests some sort of sustainable product. But black also means darkness, and they’re hard to spot in dark areas. Sometimes black containers with metal embossing are also hard to see. Now, let’s look at other options.

● Gold

Glamour, luxury.

Since black, metallics have been the most popular choice for luxury lip gloss containers, mascara tubes, and fragrances, over the years, many luxury brands have opted for metallic colors over ABS and plastic materials, such as stainless steel or alloys.

● white

Clean, simple, pure.

White is more suitable for drugstore products and conveys a clear and concise message. White containers are easy to read because many times cosmetic containers are small, while for lipstick tubes, mascara, and eyeliner containers, it mostly features bright, metallic or black colors to enhance the glamour factor. White is more suitable for containers for skin care, shampoos, body creams and lip balms. With the increased use of color in cosmetic containers over the years, white is the preferred background color for colored fonts, logos, icons, and more.

The most popular color scheme for cosmetic containers is the use of contrasting colors to differentiate them from complementary colors. Following this concept creates better visual communication. While black, gold and metallics have been the go-to colors for generations, it’s more serious and luxurious. Today, many new brands are using bold pink, red and orange lipstick containers to appeal to the younger generation.

So it makes sense to choose more meaningful colors based on the product line, makeup look, and target audience. Custom shapes are also a trend, with more fun containers, cartoon characters, animal shapes, and more. It’s time for vibrant creativity to shine, and choices are no longer limited to square or round cosmetic packaging.