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X-Rite and Pantone’s New Health and Beauty Packaging Study Highlights the Roles Color Plays in the Shopping Experience

X-Rite Releases New Packaging Study | X-Rite Pantone Press Release

Grand Rapids, MI – October 23, 2018 –X-Rite and Pantone, alongside sister companies Esko and AVT, released a new study, “Packaging and the Digital Shopper: Meeting Expectations in Health & Beauty,” highlighting what shoppers want from health, beauty and personal care packaging. This new study reveals what 3,000 shoppers in North America, Western Europe, and Asia want from health, beauty and personal care packaging and follows a study released earlier this year entitled, “Packaging and the Digital Shopper: Meeting Expectations in Food & Beverage” (June 2018).

This study is valuable for senior leaders in product design, marketing, graphic design and packaging, as they can gain additional insights on shopper’s preferences within the health and beauty category, along with how packaging influences their purchases and why they buy. With this knowledge, brands can better optimize and evolve their color processes and connect their packaging functions as a way to innovate products and stand out on shelf. These findings are also useful for creative agencies and packaging converters as they help brand leaders meet and exceed the product and packaging expectations of today’s digital shoppers.

Some statistics from study are highlighted below:

  • Sixty-three percent of shoppers foresee purchasing more health, beauty, and personal care products online in the next 18 months
  • Twenty percent of shoppers purchased a different beauty, health or personal care brand or product because the packaging was better
  • Twenty-two percent of shoppers surveyed who returned products based on the packaging reported that they did so because they thought the product was counterfeit or the color looked off

Consistency across purchasing channels

Forty-six percent of shoppers expect the images of the health and beauty products they purchased online to look exactly the same as to what’s delivered to their doorstep. Otherwise, they assume something is wrong with the product. This means that color consistency is more imperative than ever before, as it is key in winning at the shelf (whether digital or physical) and minimizing returns.

X-Rite’s President, Ondrej Kruk says, “With shoppers purchasing beauty products both online and in-store, color is a way to catch their eye and motivate purchase. The findings from this study should motivate leaders at health, beauty and personal care companies to present consistent brand colors, product imagery and graphics to assure shoppers that products are high-quality, thereby avoiding costly returns.”

To see more of insights from the study, please visit:

CONTACT: Ashley Sellers

  • Marketing Communications Manager
  • Danaher, Product Identification Platform
  • (630) 694-3295

About X-Rite

Founded in 1958, X-Rite Incorporated is a global leader in the science and technology of color and appearance. With its wholly owned subsidiary Pantone, X-Rite employs more than 800 people in 11 countries. The company’s corporate headquarters are located in Grand Rapids, Mich., with regional headquarters in Europe and Asia and service centers across Europe, the Middle East, Asia, and the Americas. X-Rite Pantone offers a full range of solutions used by manufacturers, retailers, printers, photographers and graphic design houses to achieve precise management and communication of color and appearance throughout their processes. X-Rite Pantone products and services are recognized standards in the printing, packaging, photography, graphic design, video, automotive, paints, plastics, textiles and medical industries. For further information, please visit For the latest news, information and conversations, rel="noopener noreferrer" connect with X-Rite on LinkedIn, Vimeo, Twitter, and Facebook.

About Pantone

Pantone provides a universal language of color that enables color-critical decisions through every stage of the workflow for brands and manufacturers. More than 10 million designers and producers around the world rely on Pantone products and services to help define, communicate and control color from inspiration to realization – leveraging advanced X-Rite technology to achieve color consistency across various materials and finishes for graphics, fashion and product design. Pantone Standards feature digital and physical color specification and workflow tools. The Pantone Color Institute™ provides customized color standards, brand identity and product color consulting as well as trend forecasting inclusive of Pantone Color of the Year, Fashion Runway Color Trend Reports, color psychology and more. Pantone B2B Licensing incorporates the Pantone Color System into different products and services, enabling licensees to communicate and reproduce approved Pantone values and improve efficiencies for their users. Pantone rel="noopener noreferrer" Lifestyle brings color and design together across apparel, home, rel="noopener noreferrer" and accessories. Learn more at rel="noopener noreferrer" and connect with Pantone Instagram, Facebook, Pinterest, LinkedIn.

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