Weighing in on the importance of Instagram, six experts spoke to Beauty Packaging about the popular app, and how it influences the beauty business.

Photo above: screenshot via Instagram/fraya.beauty

Mintel’s social media analyst, Sara Nettesheim

“It is my opinion that Instagram is extremely important in terms of helping consumers understand packaging innovation; 46% of U.S. women aged 18-24 who use beauty products get information about said products on Instagram, making the platform one of the first places consumers go for product education.”

Jess Abrams, executive director, product development, Global Makeup Center of Excellence & Shiseido Makeup

“Instagram and other social media platforms have become our consumer feedback barometer. The sentiment shared helps brands gather quick learnings regarding product performance (in packaging and formulation) in order to quickly react and improve the consumer experience.”

Kristen Corso, director of marketing and product development, Roberts Beauty

“Instagram is the most influential showroom in the world. Many consumers are discovering brands and products solely through this platform. This is why the innovation or product development process must consider how the product will appear on the feed. The new shelf appeal is standing out enough to get the consumer to stop scrolling for a few seconds and give the product some dwell time.”

Sarina Godin, chief product officer, Anisa International

“It’s extremely influential in showcasing innovation and allowing the consumer to better understand the message from the brand. A picture can speak a thousand words and letting the world see for themselves the innovation that brands launch is extremely important.”

Thomas Chun, project engineer, packaging innovation, HCT Group

“We are constantly testing new materials and finishes, creating custom decoration finishes and adding innovative patterns to our existing stock products for our customers who are looking to create packaging that really stands out on social media. Our new Swirl Caps and Swirl Sifters feature an innovative pattern on the sifter or inner cap that is not only very eye-catching, but also is very functional.”

Rhonda Wehbe, senior packaging engineer, Milk Makeup

“It is almost foolish for a brand to not consider Instagram when designing a product or a campaign. It is free marketing insight into what matters to their consumer.”

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