Made for me

The world is changing, and so are we – all of the time! We are becoming ‘Generation Flex’. Why be pinned down by a fixed identity when, tomorrow, you might feel differently? After all, tastes in fashion, cosmetics and even politics evolve. Or you might have various personas simultaneously, both online and in real life.

This radical changeability demands ultra-personalization. Artificial intelligence (AI) is presenting all kinds of opportunities for beauty brands, from digital diagnostic tools and virtual fragrances, to in-game launches. Shops become experiential spaces, for trying out products you then buy online. Brands connect with their target in new, memorable ways, with pop-up stores, festival events, podcasts and influencer involvement.

What does this mean for packaging? Packaging can support this trend by delivering memorable and mindful experiences. It can be tech-enabled, connecting with online programmes that track your skincare evolution or that pre-select products specific to your needs. Unique formats can be designed to allow mix-it-yourself formulas. Above all, it should appeal to the senses. Haptic packaging can be endowed with audible closures, special shapes and color-changing or textured finishes. Soft-touch packaging can hint at the feel of the velvety formulas contained within, or a glossy look can reflect glossy products.