Latest colour cosmetics launches draw on trend for bright and bold packaging

14-Dec-2011 - Last updated on 14-Dec-2011 at 12:10 GMT

Recently launched mascara packs by HCP and lip gloss applicators by Albéa draw on the trend for big and bright colour cosmetics packaging which attract more consumers.

According to market analyst Mintel, just over one in five adults are attracted to stylish packaging with bright colours seen as more appealing than neutrally coloured products.

Bold packaging

HCP has recently launched its Full Lash mascara, which is bigger in size and available in a variety of bright colours, in line with the trend.

“In 2011 HCP has seen an increase in market leading brands launching big colour stories. Big bold applicators and brights are a hot trend right now”, a company spokesperson for HCP told CosmeticsDesign-Europe.com.

The Full Lash mascara’s packaging consists of an oversized brush that is 150 per cent larger in surface area than a standard brush, “for greater product loading and payoff, in as few strokes as possible, for a dramatic ‘Full Lash' look,” according to HCP.

The larger brush has been designed for company’s 15mm neck stock cylindrical which the company claims emphasises the oversized concept.

“Runway inspired bright [and] bold vibrant colours are all the rage”, stated HCP. To achieve this, “a combination of colour ways can be utilised in the moulding processes to reflect the equity of the brand.”

Varied shades

Albéa has also observed a “trend for bold and bright colour cosmetics packaging that has been strong in 2011 and will continue

well into 2012”, Maria Veigas, Albéa innovation and creative marketing director told CosmeticsDesign-Europe.com.

The French cosmetics packaging firm has recently launched a range of six brightly coloured lip gloss applicators in a variety of shapes and colours made of elastomer, which is a polymer with the property of elasticity.

“The colours of the applicators have been chosen to be eye-catching to attract consumers as well as to reflect a fun and dynamic image”, Veigas added.

The lip gloss applicators also provide a different approach to marketing the product at the point of sale, by using the applicators themselves as an attractive selling feature rather than just as a component.