Addressing a Growing Need for Shelf Differentiation
The global personal care market is very dynamic, especially in the crowded mass and masstige segments. With the rise of “self-care culture” in consumers’ habits, the “premiumization” trend has emerged as a core driver of the global personal care market. Consumers are viewing self-care products as essential to support both physical and mental wellbeing and are nowadays more willing to invest in high-quality, personalized and experiential products*.
This holistic vision has reshaped consumer expectations. Sensorial wellness gains importance in bath and body care categories, as stated in Mintel’s 2026 Beauty and Personal Care predictions. Shoppers are now increasingly looking for premium attributes, even in their everyday personal care products, and are willing to pay more for it**. In this context, mass market brands, who are competing for visibility and consumer attention, are seeking accessible ways to stand out from the shelf. Premiumization is no longer optional but has become a strategic driver of brand differentiation.
Making Premium Decoration Accessible to Mass Market
Expert decoration can enhance everyday products’ look-and-feel and elevate consumers’ perceived value and quality. Enhanced packaging can boost shelf impact and product desirability, ultimately creating a more engaging consumer experience.
“Premiumization is accessible to all. A premium look-and-feel can be easily achieved for a big impact, with low to no investment. We have 80 years of experience in high-impact premium decorations.”
Luigi Garofalo, Global Category Director Personal Care & Home Care at Aptar Beauty
Our standard decorative capabilities are available for all personal care dispensing technologies: from aerosols and spray pumps to dispensing and cosmetic pumps. A wide range of decoration and finishing treatments are available in-house for plastic and metal surfaces, some techniques being compatible with sustainable materials, including:
