Ellen Lueb, Research Manager at SKIM, shares how packaging’s appeal plays a stronger role in some countries – and retail environments – than others in her online exclusive with Beauty Packaging magazine.
The Influence of Packaging on Beauty Product Buying Behavior
“Packaging is an important factor in consumers’ shopping experience: It’s the first thing consumers see when approaching an item of interest, and it’s what they can physically touch upon further inspection.
But to what extent does a product’s packaging really drive the decision to buy the product? Especially in the high-end beauty market, appealing packages are considered a must.
To find out whether appealing packaging really does motivate consumers’ purchasing behavior, SKIM, an international market research agency, conducted a quantitative study among high-end cosmetics consumers in four key markets globally – the U.S., Brazil, China, and France…”