经济内循环背景下国货化妆品包装策略研究

Research on packaging strategy of domestic cosmetics under economic inner circulation

“颜值经济”时代产品的包装决定了消费者购买冲动的先决印象,直接影响产品的市场定位,左右其商业价值。在经济内循环背景下国货化妆品如何突破壁垒,在激烈的化妆品竞争中脱颖而出呢?近年来掀起的“国潮”风为化妆品提供了契机点,将我国文化艺术精髓融合到化妆品的包装设计中,重塑艺术与时尚的完美融合,尽显化妆品的视觉美感与气质内涵,在短时间的消费决策过程中更有效地捕获消费者心理,让国货化妆品品牌更具内涵和文化感,提升市场竞争力,将成为当下社会背景下国货化妆品突破重围的一把利剑。通过分析当下社会经济形式、化妆品产业状况、国潮文化饰样融入化妆品的价值优势及缺陷状况,研究国潮文化饰样融入化妆品包装设计的路径策略,以期对国货化妆品行业崛起提供参考。

In the economic era of“paying for beauty”,the packaging of products decides the prerequisite impression of consumers’impulsive purchase.Moreover,it directly affects the marketing positioning of the product and the commercial value,which is even more important than the product itself.In such context,how do domestic cosmetics break through barriers and stand out in the fierce competition against the background of the internal economic cycle?The trend of“China-Chic”that emerged in the past few years provides a good opportunity for cosmetics.The essence of the culture and art of China is integrated into the packaging design of cosmetics to reshape the perfect infusion of art and fashion and fully show the visual beauty and temperament connotation of cosmetics.Thus,the psychology of consumers could be seized more effectively during the consumption decision within a short time,and the brand of domestic cosmetics would have connotation and sense of culture to enhance the competitiveness in the market.These would be a good strength for domestic cosmetics to break through barriers under the current social background.By analyzing the economic form of the present society,the industry of cosmetics,and the value strength and defects,the paper would study the approach and solution for cultural decoration with China Chic to be integrated with the packaging design of cosmetics,hoping to provide referable suggestions for the rise of domestic cosmetics industry.