Trends in packaging fluctuate, reflecting what’s important to us as consumers. As we move out of recession, we want to feel special—that we can afford some of life’s little luxuries. We also demand more—more knowledge about the product (and packaging) that we buy and expectations that major brands and retailers are environmentally responsible.
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The Japanese cosmetics company Shiseido, which turned 140 last year, is taking the old Shinto tradition of writing wishes on wooden plaques to the Western world in the new promotion. Originally, these pieces of wood, Emas, were taken to temples so that spirits or gods could read them—now Shiseido USA is asking its customers to leave virtual wishes in the Facebook space. The brand has launched a Facebook app #SharetheEma, allowing anyone in the world to choose a wish written on a digital decorated piece and share it with a friend.
Nielsen, a global consumer insights company, has conducted a survey to define the differences in the behavior of modern shoppers across the globe. The «New Wealth, New World» study, based on opinions of more than 29,000 online respondents in 58 countries, shows that in different regions people are driven by different factors (sometimes, opposite ones) when choosing consumer goods.