‘Cocooning trend’ emerges in cosmetics packaging

Mintel has previously cited the emergence of this trend as part of a wider movement called ‘mood-beauty’. Nica Lewis told CosmeticsDesign-Europe.com that a contributing factor had been the economic downturn which saw people become more reluctant to spend money on treatments they could enjoy at home.

Euromonitor's latest report, 'Make yourself at home...through packaging' now shows that the trend has made an impact on the packaging industry too.

‘Round shapes for a home spa experience’​

Euromonitor states that the increasing popularity of the ‘home spa experience’ has led packaging brands to develop their own spa product range, with curvier features to emulate the sensuality and luxury of a professional pampering treatment.

It stated that Radox in the UK has produced plastic bottles which are rounder in shape for its body wash. According to Euromonitor, this is in imitation of the heated stones used in therapeutic spas and health salons for hot stone massage.

Functionality important​

Euromonitor also stated that the increased use of metal packaging chimed well with this cocooning trend, since it recalled the image of minerals and the functionality of spa cosmetics. Functionality of design was said to be an important aspect of this new trend and Euromonitor said that packagers should emphasise the convenience of their design in order to satisfy consumer demand.

Karine Dussimon, Packaging Analyst at Euromonitor, said that brands should also become more targeted in their design of this spa inspired packaging. She states that people are not only spending more time at home, but are also expecting to be increasingly individual in their product choices.

"FMCG manufacturers should therefore rely less on brand loyalty and continue to adapt to those profiles and differentiate through packaging",​ she said.

Eurmonitor predicts this cocooning trend, which has seen an increase in the production of cosmetics packaging in distinctive shapes, to rise even more. It suggested that spa-orientated product packaging is likely to spill into categories such as depilatories and self-tanning, as women in particular continue to enjoy the benefits of spa quality treatments at home.