Beauty products are for “the young at heart”, or so the cosmetics industry would have us believe. In reality, though, a lot of young adolescents and teenagers spend thousands of dollars on skin creams, make-up products and perfume. The industry eagerly indulges, offering special “children’s cosmetics packages”.
The importance of color and imagery in cosmetics for children
In a world where 12-year-olds walk around in eyeliner and blush, cosmetics brands have to adapt and change their packaging accordingly. Take Luke + Lily, for instance. This brand focuses on children’s shower gels, lotions and shampoos containing nothing but natural products. The use of colors and imagery make clear that this is a children’s product.
Health issues and natural ingredients are also Elfika’s strong suit. Their baby skin creams are enriched with oils and vitamins; and contain only natural and organic agents. This is reflected by the packaging colors and imagery.
Give your natural cosmetics product natural colors
It’s clear that cosmetics brands that want to attract young consumers have to adapt their packaging strategy. Children respond to colors and images, so most brands offer shiny boxes and flacons. However, the fact that these are natural products for the most part, somewhat limits the color choice to … natural colors. That’s why green, white and blue are often used by designers.
Is “natural” a synonym for “healthy”?
The words “natural” and “organic” are thrown around regularly in the cosmetics industry, without there actually being any standard behind it. “Natural doesn’t mean safe”, says Alan Andersen, PhD, director of Cosmetic Ingredient Review, an independent group funded by the personal products industry that independently evaluates the safety of cosmetic ingredients and publishes the findings. “Unlike man-made chemicals, where we know what’s in the product, plant-derived materials are not clear-cut.”