Forty-six percent of U.S. female beauty and personal care buyers admit that a product’s packaging is influential or very influential to their purchase decision; make that 50% for millennial and Gen Z buyers. Whether that package is primary or secondary, sustainable, refillable, made of plastic or glass, the vessel containing the product plays a vital role in attracting her attention enough to learn about its contents and to buy.
To understand the consumer viewpoint on packaging, The Benchmarking Company surveyed more than 3,500 U.S. beauty consumers in July 2023 about their attitudes and preferences toward packaging of all types. Here’s what we found.
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