Pentawards Provides Insight on Beauty Packaging Trends in 2021/22

This 12 months, Pentawards obtained over 2,000 entries from throughout 5 continents, giving us a captivating perception into the elements influencing packaging design now, and in the 12 months to come back. While most of the traits in this 12 months’s Pentawards Trends Report have been on the horizon earlier than the pandemic, they’ve been amplified over a 12 months or so of lockdowns, growing digital transformation, and altering client habits. 
 
Sustainability continues to be an enormous affect however we’re seeing its growing sophistication as client attitudes to extra sustainable consumption additionally mature. Rather than simply be sustainable, magnificence and private care manufacturers are actually having to resolve which kind of sustainable model they’ll be. 
 
Some manufacturers are selecting to be specific about using sustainable supplies by making them the main focus of the packaging design. This creates immediate attraction to shoppers trying to make higher decisions. For instance, ColorVue Lipstick, a silver award winner, champions its 100% mono-material, which reduces emissions and makes use of much less plastic, in its design.  Meanwhile, packaging for Sekkisei Clear Wellness skincare, which received a bronze award, makes biomass plastic the point of interest, with the look and texture of the fabric itself actively selling its recycling and reuse in a optimistic method. Brands explicitly focusing on re-use/re-fill is one other massive development we’ve seen.
 
Even for manufacturers not main with sustainability, it’s nonetheless by some means discovering a method in to the design, just like the packaging for gold award winner R&C Fragrance Duo: a pair of scents saved inside two entwined magnetic glass bottles, a sort of sculptural artwork piece that customers will wish to maintain, re-use or re-purpose.
 
Other manufacturers, just like the packaging for LOOKS fragrances by Wolfgang Joop, are selecting to mix sustainable credentials with one other development we’re seeing this 12 months: optimising packaging for e-commerce by creating extremely instagrammable designs. The packaging designs for Seven7een’s mascara and eyeshadow and SK-II Pitera skincare, each gold award winners, characteristic daring, impactful designs that may shine on each digital and bodily cabinets. Resembling city graffiti, the designs for SK-II Pitera additionally tie into one other development we noticed this 12 months: Protest and Propaganda, the place youthful shoppers are selecting manufacturers that promote self- expression reasonably than restrictive magnificence beliefs.
 
Diversity, inclusion, and supporting psychological well being have been different massive influences we noticed throughout all classes and can little doubt proceed to form the magnificence sector. For that motive, maybe the packaging for Fenty Skin, which received a gold award, is one to observe as a result of it combines most of the insights mentioned right here: sustainable supplies, refillable/reusable designs, a color palette evocative of inclusiveness, and designs that really feel optimised for social media. 
 
Download the Pentawards 2021 Trends Report right here.

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