Double-Duty Package Developments

For brands, a packaging configuration that houses two or more products is a great way to carve out a unique point of differentiation at retail, and it’s a perfect vehicle to help cross-promote compatible products such as a shade-matched concealer and foundation or even a multi-step skincare regimen.

For consumers, the option to have multiple products in one package takes the guesswork out of coordinating products and represents a simplified, less-is-more solution that equals less bulk in a handbag and less clutter on a countertop.

In addition to convenience, offering two or more beauty or personal care products in one pack also promotes a sustainable routine for consumers by helping eliminate unnecessary packaging. “Consumers have become accustomed to the ‘less is more’ outlook and are more conscious of what they use and how they use it, making multifunctional or multi-formulation products an optimum choice for this new market,” says Eleanor Bunting, marketing manager, Internationa