The satin effect: Derma beauty brands can use soft pastel packaging to resonate with Asian consumers - Clariant

The Swiss speciality chemicals company has targeted the Asian personal care market with a new satin effect for high-end personal care packaging.

The firm has combined three colours from the ColorForward 2021 trend palette with a satin brushed-glass special look to appeal to Asian consumers.

According to Clariant, the trend colours combined with silky look helps PET packaging give the impression of luxury and prestige else associated with the brushed glass used for high-end branded products.

The effect is developed during the PET stretch blow-moulding process. A proprietary additive, in concentrated masterbatch form, is added to natural PET resin during the moulding of the bottle preform. Then, as the preform is reheated, stretched and blown into the finished shape.

Vick Cai, designer at Clariant ColorWorks Asia-Pacific said the research found that derma beauty brands could capitalise on this packaging trend in Asia.

“We see that Chinese consumers are looking for functional skin care products for effective treatment. The pastel satin hues give cosmeceutical or dermatological products a clean and premium look,” ​said Cai.

He added that this was partial driven by South Korean beauty products.

“Many new K-beauty ampoule brands use bonbon-coloured essences packaged in slender glass dropper bottles that are becoming a packaging design trend in itself with the notation of ‘Korean serum brand’ look.” ​

Cai noted that Asian consumers have high expectations when it comes to beauty products.

“Asian consumers view anti-ageing as the top priority followed by other skin issues. They have high expectation on beauty standard where they are looking at new and innovative solutions to achieve flawless skin with healthy glow.”​

As such, packaging must communicate these attributes to stand out in the marketplace, said Cai.

“On the crowded aisle spaces, packaging that translates these attributes would attract consumers. The packaging has to integrate well with design features to support the easy application of the product.”​

Luxury feel

This was the first time the firm has used this technology in combination with ColorForward trend colours to intentionally target a very specific audience.

The research was focused on the Asian skin care market, specifically Japan and Korea, as the most popular brands in Asia come from Japan.

“What we found is that there is a definite preference for soft, muted colours and those that are found in nature. So, we chose a beige and a light green, and even the red we selected is a very natural shade. Then, by adding the satin look, we create an illusion of depth within the container walls, making the bottle appear more like glass,” ​said Cai.

This does not just appeal to the consumer visually, Cai added.

“It gives the bottle a softer surface feel. It makes it more pleasurable to hold in your hand and this further heightens the impression of luxury.”​