Packaging is no longer just a container. It is becoming a strategic lever for experience, desirability and loyalty. These are the findings of a new report published by Revuze for the American CEW, based on the analysis of nearly two million post-purchase consumer reviews collected between April 2024 and March 2025 (on platforms such as Amazon, Sephora, Walmart, Target or Ulta).
“Today’s consumers don’t just buy a formula, they want the whole product experience, and packaging plays a central role in this,” says Revuze.
Precision, hygiene and convenience
Revuze has observed a growing trend towards packaging designed for clean, precise and controlled application. This applies to all categories, from make-up to skincare.
In complexion make-up, blushes packaged in squeeze bottles or flexible tubes are the most popular. “The dropper bottle allows you to measure out exactly the amount of product you want.” Complexion products and bronzers follow the same logic, with press-on or precision-tip packaging.
The same is true of skincare products, where pushers and twist systems are ideal for hygienic use. “Precision and cleanliness are no longer bonuses, they are basic expectations,” says Revuze.
When packaging simplifies routine
In their busy daily lives, consumers prefer products that combine several functions in a single gesture.
For example, users appreciate products with applicators.
Packaging becomes an object
Beyond practicality, packaging design increasingly plays an emotional role. Consumers value objects that stand out from the crowd, evoke luxury or provoke attachment. Playful containers, which transform use into an experiential ritual, are also appreciated.
