Cosmetic package plays an important role in marketing. Cosmetics are not a necessity of life, but they are an important part of beautifying life. This makes it contain huge business opportunities and a consumer market that cannot be ignored.
The package of various brands is competitive, and many products not only sell efficacy but also sell fashion and culture, usually to reflect one's taste. So how to reflect the taste of cosmetics? In addition to the promotion of the product itself and the display of the counter, its package is an extremely important part.
Appropriate packages can not only directly stimulate the senses of consumers, but also reflect the taste of the brand. Therefore, as the outerwear of the product, the package should not only have the function of storing and protecting but also have the function of attracting purchase and guiding consumption.
Now the commonly used package marketing strategies include 1. Series package. The same product or brand produced uses the same pattern and color to remind customers that this is a family product of the brand. For example, in order to reflect the natural theme of the product returning to nature, light green packaging is used. And the cream jars and essential oil bottles of the same series use the same design. Gives a fresh visual effect. This is by far the most common package method.
2. Combination package. It is to collect products for related purposes in a large box or bag and sell them at the same time. For example, the cleanser, exfoliating gel, and massage cream are sold together. This is convenient for customers to buy. the unit price is reduced but the number of sold is increased.
3. Multi-purpose package. That is after the product is used up, its package does not need to be discarded. It can be used for other purposes and reused. For example, you don't need to throw away the used perfume sample pack, you can refill it with your favorite perfume to continue its use.
4. Gift package. Many large-capacity products will make small samples in the same proportion. Customers can get samples of other products by buying a full bottle, which will increase the chance of authentic products being sold.
It can be seen that in the marketing behavior of cosmetics, the package of cosmetics is its silent advertisement, which can achieve a multiplier effect with half the effort.
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