Intelligent packaging that can communicate dynamically with a customer, store owner or distributor represents an exciting and high growth market. Components like QR codes and other smart markings, thermochromic inks, electronic circuits and antennas are already familiar as a means to deter theft, monitor shipments and defeat counterfeiting.

In 2018 the global market for intelligent packaging components will surpass $1 billion for the first time according to the latest study from Smithers Pira, The Future of Active & Intelligent Packaging to 2023. The same analysis predicts strong growth at 12.7% across the next five years, nearly doubling it by 2023. This expansion is due to the evolution of intelligent pack systems, falling costs, and the penetration of smart solutions into new segments – like personal care and beauty. 

Some of the greatest potential for beauty brands is to leverage intelligent packaging not simply to track their products but to allow them to interact with the user and offer an enhanced product.

Recently Avon employed a system fitting miniature sensors developed by the Cambridge Design Partnership to tubes of its new ANEW Reversalist Infinite Effects Night Treatment Cream. The combination of Phyto+ and SuperRetinol complexes has to be rotated every week to remain effective. The sensors ensured that customers did this across a 12-month clinical trial, validating the cream’s effectiveness to Avon.

A myriad of similar opportunities exist, for example:

• A foundation that intelligently matches with the user’s skin tone
• A suntan lotion that reminds the wearer to reapply protection
• A hair dye pack that times how long the preparation should be left on

The future market potential for intelligent packaging in personal care and other markets is explored in full in the Smithers Pira report The Future of Active and Intelligent Packaging to 2023.


Photo: Avon ANEW Reversalist Infinite Effects Night Treatment Cream; the author, John Nelson 


ABOUT THE AUTHOR

John Nelson is a Commissioning Editor in the Market Research and Consultancy team at Smithers Pira. Email John.