“Equally, with the boom of e-commerce, brands have played their part by focusing on packaging as a means to re-create that tactile physical retail experience at home.
Social media ‘unboxing’ trends with countless influencer posts dedicated to filming the unpacking of a shopping haul have worked to place additional focus on packaging. Standout, ‘Instagrammable’ product designs often equate to more likes, shares and hype.“
But this comes with a warning - the focus on creating a brand experience through packaging can backfire if done for its own sake. Excessive packaging no longer accepted by discerning consumers.
Glossier, the millennial makeup brand, is heeding the eco-conscious call from consumers, and will be changing its current packaging after listening to customer concerns about sustainability. And they are not alone, conscious consumers have the power to push environmentally-friendly practices forward, demanding better from brands, and making progress happen."
READ: 'Beyond the box - The future of packaging'
READ: The LOEWE Story