• Login
    • Join
  • Subscribe Free
    • Magazine
    • eNewsletter
    Checkout
    • Magazine
    • News
    • Formulary
    • Exclusives
    • Top Companies
    • Raw Materials
    • End-User
    • Packaging
    • Directories
    • Events
    • Jobs
    • More
  • Magazine
  • News
  • Formulary
  • Exclusives
  • Top Companies
  • Raw Materials
  • End-User
  • Packaging
  • Directories
  • Events
  • Jobs
  • Current / Back Issues
    Features
    Columns
    Editorial
    Digital Edition
    eNewsletter Archive
    Our Team
    Editorial Guidelines
    Subscribe Now
    Advertise Now
    Top Features
    ACI Is Front & Center During the Pandemic

    Sun Care Market Set to Rebound in 2021 as Travel Returns

    Making Up for Lost Time

    All’s Well with Wellness

    Help for Indies
    Online Exclusives
    Association News
    Breaking News
    Financial News
    Industry News
    International
    Marketing News
    New Products
    News Front
    Packaging News
    Patents
    Personnel
    Regulations
    Snapshots
    Top News
    Live From Shows
    Top News
    What You're Reading on Happi.com

    Indie Beauty Innovators Wanted

    Cosmetic Chemists Seek Mentors

    L'Oréal Appoints Two to Executive Committee

    Dr. Sheffield’s Adds New Toothpaste Flavors
    Blog
    Online Exclusives
    Infographics
    Podcasts
    Whitepapers
    Videos
    Expert's Opinion
    HappiTV
    eBook
    Surveys
    International Top 30 Report
    Top 50 Report
    Top Companies
    48. Method

    14. LG Household & Healthcare

    16. Lion

    37 . GoJo

    2. L’Oréal
    Actives
    Functional Ingredients
    Pigments
    Polymers
    Preservatives
    Surfactants

    The Fragrance Foundation Celebrates Fragrance Day

    China To End Animal Testing for Imported 'Ordinary' Cosmetics

    Inolex Appoints VP Marketing

    Croda International Acquires Alban Muller

    In Pursuit of Perfection
    Air Care/Environmental Fragrance
    AP/Deo
    Color Cosmetics
    Disinfectants
    Fine Fragrance
    Hair Care
    Household Cleaning
    I&I Marketplace
    Laundry Care
    Oral Care
    OTC/Medicated
    Packaging
    Personal Cleansers
    Skin Care
    Sun Care
    Testing

    Indie Beauty Innovators Wanted

    Cosmetic Chemists Seek Mentors

    L'Oréal Appoints Two to Executive Committee

    Pandemic Lifts Cleaning & Personal Care Sales in 2020

    Dr. Sheffield’s Adds New Toothpaste Flavors
    Lab Equipment
    Mixing
    Packaging
    Testing

    Sustainable Cosmetics Summit is Online in June

    A Tube Ready for Prime Time

    Ecovia's Sustainable Cleaning Products Summit Goes Online (March 23-25)

    Burt’s Bees Outlines New Sustainability Goals

    Secret, Old Spice Add Refillable Deo Packaging
    Contract Manufacturing / Private Label Directory
    Buyer's Guide
    Add New Company
    Corporate Profiles
    International Buyers Guide Companies
    Resolute Oil

    Centerchem Inc

    BotanicalsPlus

    QRS (Quality Resourcing Services)

    Jeen International
    Live From Shows
    Meetings
    Webinars
    Snapshots
    • Magazine
      • Current / Back Issues
      • Features
      • Editorial
      • Columns
      • Digital Edition
      • eNewsletter Archive
      • Subscribe Now
      • Advertise Now
    • Breaking News
    • Formulary
    • Directories
      • Buyer's Guide
      • Contract Manufacturing / Private Label Directory
      • Corporate Profiles
      • Add Your Company
    • Raw Materials
      • Actives
      • Functional Ingredients
      • Pigments
      • Polymers
      • Preservatives
      • Surfactants
    • End-User
      • Air Care/Environmental Fragrance
      • AP/Deo
      • Color Cosmetics
      • Disinfectants
      • Fine Fragrance
      • Hair Care
      • Household Cleaning
      • I&I Marketplace
      • Laundry Care
      • Oral Care
      • OTC/Medicated
      • Packaging
      • Personal Cleansers
      • Skin Care
      • Sun Care
      • Testing
    • Packaging
      • Lab Equipment
      • Mixing
      • Packaging
      • Testing
    • Top Companies
      • International Top 30 Report
      • Top 50 Report
    • Online Exclusives
    • Experts Opinion
    • Slideshows
    • HappiTV
    • Videos
    • Podcasts
    • eBook
    • Infographics
    • Blog
    • Whitepapers
    • Surveys
      • R & D Salary Survey
      • Sales & Marketing Salary Survey
    • Job Banks
    • Events
      • Industry Events
      • Live from show Events
      • Webinars
    • About Us
      • About Us
      • Contact Us
      • Advertise With Us
      • Privacy Policy
      • Terms of Use
    Features

    The Wipes That Turn Heads

    Packaging is the most important factor in purchasing.

    The Wipes That Turn Heads
    Related CONTENT
    • INDA President Discusses Updated Flushability Guidelines
    • Functional Ingredient: An Alluring Subtle Fragrance with Antimicrobial Benefits
    • Wipes—Changing The Way We Clean and Live
    • AS Watson Expands in China
    • Michigan Chapter’s Naturals Symposium is Sept. 6
    Susan Stansbury, Contributing Consultant or Nonwovens Industry Magazine09.18.18
    Winning products combine style and substance. The stylish elements which “turn heads” often happen during those initial moments when consumers behold a promotion, see trending commentary online, or come across a product in a retail setting. Solid weight favors those initial reactions versus a longer review of product packaging and every feature.

    Various studies have shown that packaging is the most important factor in buying decisions. “Color, packaging material, design and innovation are most important factors when consumers make any buying decision,” according to a study cited in the Journal of Marketing and Consumer Research.

    Visual Impact Leads
    Certain generations and population groups in the U.S. are more likely than older “boomers” to buy based on visual and promotional perceptions. For example, millennials’ technical, digital literacy and preferences impact their choices. They “do not live to work,” and place value on relaxation. Millennials and “Coming of Agers” are increasingly dominating the marketplace.  The current wipes world is a visual buffet of products for these groups.

    According to Brand Packaging, “The packaging industry today is buzzing with ‘influencer packaging’ to deliver likes, shares and to create an ongoing dialogue across a bevy of social networks.”  In addition, consumers are better informed than ever, with some 70% acknowledging that packaging plays an influential role in purchasing.

    Both the imagery and functionality promised by wipes branding have their role. It begins with the package, and age-old elements like color and typography remain highly relevant. New uses of color in flexographic package printing are enabled by improved pre-press and presses that can handle eight colors and more. Those print decks can simultaneously deliver the usual colors, plus metallics, coatings and treatments. Flexo, digital and combinations drive quality, specialization and costs of branded wipes. Associated adhesives, liners, laminates and recycled materials offer design and featured choices.

    Colors used in various niches are strategic. White is always a smart color for packaging sanitary and surface cleaning products, plus personal care and baby wipes. Colors such as lavender may attract buyers of new-age products, or green used for botanical branding. Or, for example, the “Yes To” brand as seen at Target boasts new cucumber soothing wipes shown via a bright green package, and a cucumber “slice” is depicted. “Yes To” brand “Skin Charging” facial cleansing wipes packaging impresses the eyes with a vivid purple-blue 25-wipe pack.

    Certain colors complement a product line echoing a recognizable brand. Vibrant colors such as Burt’s Bees towelettes niches, though different colors, all have a similar brightness and complementary type fonts and labels. 

    Color is always in the news and marketers look for the headlines. This year, Colorlab by Watsons joined with L’Oréal to open a new concept makeup store in China, with plans to open 50 more stores this year. The new concept makeup store, launched through a partnership between A.S. Watson, the world’s largest international health and beauty retailer, and L’Oréal, “features a modern vibe, with a striking black interior,” according to Beauty Packaging. It’s part of the always-new cosmetic color universe.

    While this commentary is about visual appeal, designers will not overlook all the senses, including promised scent; and touchable materials--in both the packaging and the wipe itself. On the packaging side, the newest tactile, touchable films from companies like Filmquest are growing in usage. According to John Felinski, Filmquest president. “We are selling every ton we can make.” Experience-led sensory self-expression features impress certain consumer segments.

    Performance Delivers
    For those whose heads turn more slowly, solid benefits of convenience, portability and performance cannot be overlooked. It begins with solid packaging design. Factors such as ergonomics, storage, disposability, access to wipes, and continuing freshness play well with those who are brand loyal. These consumers are solid value driven buyers.

    Promises of organics, natural ingredients and “green” product elements are also valued in various niches. The organic personal care market size is expected to top $25 billion by 2025, according to Grand View Research, expanding at a CAGR of 9.5%.

    Whatever way you look at the current crop of wet wipes offerings, heads are turning on all fronts, faster than ever before, as marketers roll out new innovations.
    Related Searches
    • consumers
    • strategic
    • companies
    • purchasing
    Suggested For You
    INDA President Discusses Updated Flushability Guidelines INDA President Discusses Updated Flushability Guidelines
    Functional Ingredient: An Alluring Subtle Fragrance with Antimicrobial Benefits Functional Ingredient: An Alluring Subtle Fragrance with Antimicrobial Benefits
    Wipes—Changing The Way We Clean and Live Wipes—Changing The Way We Clean and Live
    AS Watson Expands in China AS Watson Expands in China
    Michigan Chapter’s Naturals Symposium is Sept. 6   Michigan Chapter’s Naturals Symposium is Sept. 6
    Michigan Chapter’s Naturals Symposium is Sept. 6 Michigan Chapter’s Naturals Symposium is Sept. 6
    Beauty/Personal Care Brands Ranked by Social Influence Beauty/Personal Care Brands Ranked by Social Influence
    Diamond Wipes Acquires Rescue Wipes Diamond Wipes Acquires Rescue Wipes
    PCPC Responds to Tariff Talks PCPC Responds to Tariff Talks
    Cosmoprof North America Gears Up for Another Successful Event Cosmoprof North America Gears Up for Another Successful Event
    Lonza on Microbial Contamination Prevention Lonza on Microbial Contamination Prevention
    On Target On Target
    Univar Strikes Deal With Colonial Chemical Univar Strikes Deal With Colonial Chemical
    Wrap It Up Wrap It Up
    Rogasik Named SVP at Vantage Rogasik Named SVP at Vantage

    Related Features

    • Functional Ingredients | Laundry Care | Surfactants
      ACI Is Front & Center During the Pandemic

      ACI Is Front & Center During the Pandemic

      The American Cleaning Institute is working at the Federal, state and local levels to ensure the needs of its members and consumers are met during COVID-19.
      Tom Branna, Editorial Director 03.02.21

    • Actives | Polymers | Sun Care
      Sun Care Market Set to Rebound in 2021 as Travel Returns

      Sun Care Market Set to Rebound in 2021 as Travel Returns

      After a down year, will sun care market sales rebound in 2021 as consumers gear up to travel again and life slowly returns to normal?
      Christine Esposito, Managing Editor 03.02.21

    • Actives | Functional Ingredients | OTC/Medicated
      All’s Well with Wellness

      All’s Well with Wellness

      The pandemic has consumers focused on healthcare and wellness and that’s good news for some OTC categories.
      Tom Branna, Editorial Director 03.02.21


    • Color Cosmetics | Skin Care
      Help for Indies

      Help for Indies

      The Independent Beauty Association has been entrepreneurs’ go-to source for industry information and business guidance for decades.
      Tom Branna, Editorial Director 02.01.21

    • Color Cosmetics | Hair Care | Skin Care
      The Future Has Arrived

      The Future Has Arrived

      When the pandemic shut down retail stores, technologies like AI and AR kept consumers connected to beauty brands. There’s no going back, say experts.
      Christine Esposito, Managing Editor 02.01.21

    • Color Cosmetics | Hair Care | Personal Cleansers | Skin Care
      Stepping into the Spotlight for 2021

      Stepping into the Spotlight for 2021

      A look at the leading indie brands in household and personal care for the new year.
      Melissa Meisel, Associate Editor 01.06.21


    • Color Cosmetics | Hair Care | Personal Cleansers | Skin Care | Sun Care
      The Independent Beauty Association Supports Sensible Reform

      The Independent Beauty Association Supports Sensible Reform

      What will the 117th Congress have in store for the cosmetics industry?
      Ken Marenus, Independent Beauty Association 01.06.21

    • Essential Workers

      Essential Workers

      With a cadre of safe, effective products, members of the Household and Commercial Products Association are front and center during the pandemic.
      Tom Branna, Editorial Director 01.06.21

    • Functional Ingredients | Laundry Care | Polymers | Surfactants
      A Clean Commitment

      A Clean Commitment

      In a pandemic, clean matters more than ever; which explains the gains in fabric care sales. A list of new ingredients follows the article.
      Tom Branna, Editorial Director 01.06.21


    • Disinfectants | Functional Ingredients | Household Cleaning | Laundry Care
      Deliver & Delight

      Deliver & Delight

      The fragrances used in home cleaning products must communicate clean, but increasingly health and wellness, too.
      Christine Esposito, Managing Editor 01.06.21

    • Packaging | Polymers
      Reusables for Consumables  In the Pandemic and Beyond

      Reusables for Consumables In the Pandemic and Beyond

      Demand is surging for Loop as consumers express continued support for reuse platforms; now the concept is expanding in retail.
      Tom Szaky, TerraCycle 01.06.21

    • Color Cosmetics | Fine Fragrance | Hair Care | Personal Cleansers | Skin Care
      A Rebound for Beauty

      A Rebound for Beauty

      After a difficult year, the global cosmetics market is on the mend and will even exceed 2019 levels, according to predictions from McKinsey & Co.
      Tom Branna, Editorial Director 01.06.21


    • Hair Care | Skin Care
      Beauty Brands Must Prepare for a

      Beauty Brands Must Prepare for a 'Decade of the Home'

      The crisis will define consumption for the next decade, and it will force change for brands and companies more accustomed to catering to on-the-go consumers.
      Kim De Maeseneer, Accenture 01.06.21

    • A Societal Shift

      A Societal Shift

      The Society of Cosmetic Chemists pivots to a digital platform for its 74th annual meeting, but the focus remains on hair and skin.
      Tom Branna, Editorial Director 01.06.21

    • Actives | Functional Ingredients | I&I Marketplace | Surfactants
      Front  & Center

      Front & Center

      The COVID-19 pandemic has moved commercial cleaning into the spotlight.
      Christine Esposito, Managing Editor 12.02.20

    Trending
    • BASF Achieves Palm Oil Commitment For 2020
    • When The FTC Comes Calling...
    • China To End Animal Testing For Imported 'Ordinary' Cosmetics
    • Formulating Liquid Laundry Detergents
    • Beiersdorf And Evonik Partner On Nature Conservation Project
    Breaking News
    • What You're Reading on Happi.com
    • Indie Beauty Innovators Wanted
    • Cosmetic Chemists Seek Mentors
    • L'Oréal Appoints Two to Executive Committee
    • Dr. Sheffield’s Adds New Toothpaste Flavors
    View Breaking News >
    CURRENT ISSUE

    March 2021

    • ACI Is Front & Center During the Pandemic
    • Rise… Then Shine
    • Making Up for Lost Time
    • All’s Well with Wellness
    • View More >

    Cookies help us to provide you with an excellent service. By using our website, you declare yourself in agreement with our use of cookies.
    You can obtain detailed information about the use of cookies on our website by clicking on "More information”.

    • About Us
    • Privacy Policy
    • Terms And Conditions
    • Contact Us

    follow us

    Subscribe
    Nutraceuticals World

    Latest Breaking News From Nutraceuticals World

    Thymoquinone Inhibits Viral Infection in In Vitro Settings, New Study Finds
    IFT Transitions 2021 Annual Event to Digital Experience
    NY Federal Judge Enters Permanent Injunction Against Dietary Supplement Manufacturer
    Coatings World

    Latest Breaking News From Coatings World

    Sherwin-Williams Announces Resignation of President and COO
    Ashland Completes Expansion and Relocation of Viatel Bioresorbable Polymers Manufacturing Facility
    Evonik Receives Sustainability Award from EcVadis
    Medical Product Outsourcing

    Latest Breaking News From Medical Product Outsourcing

    Cretex CFO Announces Retirement
    New AI-Based Tool Developed for Coronary Artery Analysis, Intervention Planning
    First Reported Use of Pulse Biosciences' CellFX System
    Contract Pharma

    Latest Breaking News From Contract Pharma

    AGC Biologics Expands Cell and Gene Facility in Italy
    Celonic to Boost Cell & Gene Therapy Production
    Pharmaron Acquires Biomanufacturing Site in the UK from AbbVie
    Beauty Packaging

    Latest Breaking News From Beauty Packaging

    Ulta Beauty Opens in Herald Square
    Elizabeth Arden Taps Sui He as Global Brand Ambassador
    Natura &Co Outperforms the Global Market in Q4 2020
    Happi

    Latest Breaking News From Happi

    What You're Reading on Happi.com
    Indie Beauty Innovators Wanted
    Cosmetic Chemists Seek Mentors
    Ink World

    Latest Breaking News From Ink World

    Massilly North America Adds Koenig & Bauer MetalStar 3 Metal Decorating Press
    Hydrocarbon Solvents Market to Surpass $8.1 Billion by 2030
    Access Direct Mail Doubles Revenue with SCREEN's Truepress Jet520HD
    Label & Narrow Web

    Latest Breaking News From Label & Narrow Web

    Arjobex America welcomes Maggie Naberezny to sales team
    Henkel publishes 30th Sustainability Report
    Avery Dennison Smartrac launches new Circus Pro inlays
    Nonwovens Industry

    Latest Breaking News From Nonwovens Industry

    FPInnovations Develops Biodegradable Mask
    Sani Professional Sanitizing and Disinfecting Products Approved by EPA
    Autefa Solutions Offers Fully Automated Line for Protective Mask Production
    Orthopedic Design & Technology

    Latest Breaking News From Orthopedic Design & Technology

    Colfax Decides to Divide Its Businesses
    Stryker Corp.'s 2020 Sales Slip 3.6 Percent
    Bioventus Appoints Managing Director, China and Asia Pacific
    Printed Electronics Now

    Latest Breaking News From Printed Electronics Now

    Comercial Kywi Improves Customer Service, Front-Store Operations with Zebra Mobile Solution
    Global Printed Circuit Board Market Projected to Reach $69.32 Billion by 2027
    Global Smart Glass Market to Register 6.8% CAGR Between 2021-28: Grand View Research

    Copyright © 2021 Rodman Media. All rights reserved. Use of this constitutes acceptance of our privacy policy The material on this site may not be reproduced, distributed, transmitted, or otherwise used, except with the prior written permission of Rodman Media.

    AD BLOCKER DETECTED

    Our website is made possible by displaying online advertisements to our visitors.
    Please consider supporting us by disabling your ad blocker.


    FREE SUBSCRIPTION Already a subscriber? Login