Analysis of the consumer psychology of cosmetics and skin care packaging products in 2025

In the skin care market, consumers not only care about the functionality and practicality of the product itself, but also pay attention to the visual experience and packaging texture of the product. The global skin care brands are overwhelming. Under the condition of having the same functions, packaging has become a key factor in determining whether the product stands out in the fierce market competition.

In the context of rapid economic development, the consumption concept of young consumers has changed accordingly with the improvement of living standards. Skin care products are necessities of life and products that can enhance self-superiority, which contains huge business opportunities.

Therefore, packaging is no longer a simple technology, it has become a complex cultural process, symbolizing the brand's concept and cultural story.

1. Consumer psychology characteristics of female consumers

In the skin care market, women are the main consumers. They have the ideal of pursuing beauty and eternal youth, and they are willing to spend a lot of money to buy skin care products. In order to cater to the psychological needs of female consumers, manufacturers invest a lot of capital to produce and promote products, stimulate female purchasing power, and constantly study the changes in female consumer psychology.

For example, women have a strong desire for beauty. During the purchase process, they will have a special liking for products with strong decorative features, novel styles, and unique shapes. Women also have strong emotional memory, so products with aesthetic value are more likely to arouse their desire to buy. With the development of women's consumption concepts, they not only pay attention to what kind of effects the products themselves can bring, but also pay attention to what kind of identity symbols the purchased products can bring to themselves, hoping to show their own values and tastes from the products.

In the design of skin care product packaging, adding humanized design elements to show the fashion sense and innovation of the products can attract female consumers. Male consumers are not prominent in the skin care product market. They prefer practicality and do not have too many requirements for product packaging.

2. Consumer self-demand

Consumers make purchase decisions based on their own needs. Consumer demand will develop step by step with the changes of the times and the increase of age, from material requirements to spiritual needs.

Therefore, contemporary packaging design is no longer just to simply protect the product. It needs to have more meaning and functions. It can be carefully considered from every aspect of packaging design, such as concept creation, box type innovation, color positioning, graphic selection, font design, material experimentation, etc., with the purpose of connecting consumers and products to make them resonate spiritually.

Young consumers pay more attention to the trend of skin care packaging and pursue a sense of youth. Fashion elements and gorgeous colors can be used in the design. Mature consumers pay more attention to the practicality and taste of the product. When designing the packaging, it is necessary to reflect the practical value of the product, and the design style should be simple and elegant. Only by mastering the self-needs of consumers and grasping different types of consumer psychology can the product find its correct position in the market.

Visual consumption has become an important part of consumer concepts. Most foreign designs are very simple, and even use monochrome to reduce the use of ink. There is no sense of excessive design. It is environmentally friendly and healthy, which reflects their concept of focusing on nature.

For example, Fresh, which has the title of "the lady of the plant world", has natural ingredients and excellent efficacy, and is favored by many consumers. The packaging of Fresh skincare products is almost all white ceramic bottles with pink outer packaging boxes. Although it looks simple and unpretentious, it is designed with great care. The weight of the ceramic bottle, the delicate concave and convex patterns on the packaging box, and the retro text all show low-key and luxury.

Many consumers have stated that they were indeed attracted by its delicate and unique packaging design and bought Fresh products. Only after using them did they realize the significant effects. This is a typical visual psychology driving consumer behavior.