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THE PHARMA REVIEW (SEPTEMBER OCTOBER 2012)

Cosmetic Packaging: Silent Salesman in Self-Service Market

Virendra Ligade, D.Sreedhar, Manthan J, Ajay P, Pradeep M & N.Udupa

Introduction:
 
We live in the era of 21st century which is extremely competitive, fast and modern. Fast-paced society places a premium on a youthful and healthy appearance. The want of human being to look beautiful around the globe will never end. From ancient Egyptians, Greeks, and Romans till date the ways and means of looking beautiful have never been same through the centuries. In today’s modern world, cosmetic field have evolved like never before. Cosmetics have developed in all dimensions. Every single day across the globe consumers are experiencing new innovative cosmetic products. In the era of innovative cosmetic industry, the cosmetic packaging industry is not far behind. According to Philip Kotler, protection, convenience and economy were the three important traditional purposes attached to package. A quality and creative packaging helps to identify ones product from that of competitor’s product.
Well-designed cosmetic packages can create convenience and promotional value. Packaging of cosmetic product is considered one of the important marketing tools to promote the product. Packaging of cosmetic product plays very decisive role in purchasing behavior of consumers toward cosmetic products. Cosmetic packaging can make or break a brand of the producer in the competitive and crowded market. Good packaging offers a huge opportunity to positively impact a brands’ image and differentiation of company image. Attractive colour, well designed shape and texture give a package its good look. Overall good packaging is collective effort of researcher, marketing expert, sales department and top management. And most importantly a good packaging acts as silent salesman in the era of booming retail market.

 

 

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