Darts-ip’s newest publication exploring cosmetics packaging legislation worldwide is now publicly available:
The cosmetics industry is by nature focused on aesthetics and outward appearance. From product functionality to the presentation: appearance is key.
The industry is highly competitive when it comes to approaching their target audience, as people need to be made aware of a brand that must have a certain standing and image. This is translated into the industry’s marketing, where makeup commercials and the intricate designs of perfume bottles are just a few examples that show the importance of presentation.
Cosmetics industry actors are not only seeking to secure a place between (and ideally above) other actors but need to ensure the protection of the carefully crafted image. A brand image is by nature multifaceted. For this particular report, we have focused our analysis on cosmetics product packaging.