Creative Commons

This dissertation was written as part of the MSc in Strategic Product Design at the International Hellenic University. The purpose of this paper is to explore the importance of innovative packaging for marketing purposes in cosmetics industry. The intention is also to understand the purpose of packaging as a marketing tool. The expected result of the study is to contribute the connection between packaging and marketing theories. The case study was chosen to evaluate and investigate the ways that packaging can be combined with marketing and presents all the latest trends and the ways for a successful packaging. The findings of this study demonstrate that packaging has been evolved to a very important tool in marketing strategy of different products for end-consumers and customers. This has become more important as the products that are launched in the markets are more nowadays. The essay shows the significance of combining the packaging to marketing theories. An important element for that is the use of packaging design to make the difference. The results demonstrate also that packaging has become an essential ingredient for an efficient and secure distribution in a cosmetic supply chain. Furthermore, packaging design helps to add value creation for different factors in the cosmetic industry. The case study demonstrates that packaging can be used together with the product concept, creating a competitive advantage in the market. That gives to managers and marketers the possibility to make the difference to their products from competitors by using packaging design in a creative way. The essay shows the influence of packaging on marketing. This study fulfils additionally, an identified need for more research on packaging and marketing theories.