Influence of packaging and product information on consumer perception of cosmetic creams—A case study

Abstract

AbstractThe influence of packaging and packaging elements on consumer perception of cosmetic creams was studied. Two groups, each consisting of 100 respondents, rated five face skin care creams (one of which was imported) and evaluated the unpackaged and the packaged product, respectively. Respondents rated each sample in terms of overall liking and provided a description of sample attributes by means of a check‐all‐that‐apply (CATA) question. Packaging elements like product composition, product information, and brand image influenced both overall liking ratings and the choice of attributes used by respondents to describe the samples. Interestingly, the sheer presence of certain packaging elements elicited mention of a greater number of attributes, which were not always claimed on the packaging. These results clearly suggest a stimulating effect of packaging on the perception of consumers.Practical applicationsThis work provides information about the importance of packaging in consumers' perception of cosmetic creams. Packaging may provide information that leads consumers to focus on certain sensory attributes of products (such as odor and texture) even when these are not claimed explicitly. The choice of packaging elements can lead to either an improved or an impoverished appraisal of a cream's attributes and ultimately determine its commercial acceptability.