In the context of rapid economic development, the consumption concepts of young consumers have changed accordingly with the improvement of living standards. Skincare products are a necessity in life and also products that can enhance self-esteem, containing huge business opportunities. In the skincare market, consumers not only care about the functionality and practicality of the products themselves but also pay attention to the visual experience and packaging quality. The numerous domestic and international skincare brands can be overwhelming; under conditions of equal functionality, packaging has become a key factor in helping a product stand out in fierce market competition. Therefore, packaging is no longer just a simple technique; it has become a complex cultural process that symbolizes the brand's philosophy and cultural story.

1. Characteristics of Female Consumers' Consumption Psychology

In the skincare market, women are undoubtedly the main consumers. They have ideals of pursuing beauty and eternal youth, willing to spend heavily on skincare products. Manufacturers invest large amounts of capital to cater to women's psychological needs by producing and promoting products that stimulate women's purchasing power while continuously researching changes in female consumer psychology. For example, women have a strong desire for beauty; during the purchasing process, they tend to favor products with strong decorative features, novel styles, and unique shapes. Women also possess strong emotional memory; therefore, aesthetically valuable products are more likely to arouse their desire to purchase. With the development of women's consumption concepts, they not only focus on what effects a product can bring but also pay attention to what kind of identity symbols their purchases can provide them with, hoping to showcase their values and taste through these products. In designing skincare product packaging, adding humanized design elements that showcase fashion sense and innovation can attract female consumers. Male consumers are not prominent in the skincare market; they prefer practicality and have fewer demands regarding product packaging.

2. Consumers' Self-Needs

Consumers make purchasing decisions based on their self-needs as a starting point. Consumption needs develop step by step with changes in times and aging—from material demands rising to spiritual needs. Therefore, contemporary packaging design is no longer just about simply protecting products; it needs to possess more meaning and functionality. Every aspect of packaging design should be carefully considered—from concept creation, box innovation, color tone positioning, graphic selection, font design to material experimentation—with the aim of connecting consumers with products for spiritual resonance. Young consumers place greater emphasis on trendy packaging for skincare products while pursuing a sense of youthfulness; thus fashionable elements and vibrant colors can be more frequently used in designs. Mature consumers focus more on practicality and taste; when designing packaging for them, it is necessary to reflect practical value while adopting a minimalist yet elegant design style. Only by understanding consumers' self-needs and grasping different types of consumption psychology can products find their proper positioning in the market.

Visual consumption has become an important part of consumption concepts. Most foreign designs are very minimalist or even use monochrome colors to reduce ink usage without feeling overly designed—this reflects their nature-oriented philosophy which is environmentally friendly and healthy. For example, Fresh (馥蕾诗), known as 'the noblewoman of plants,' uses natural ingredients with excellent efficacy that attracts many consumers' favor. The packaging for Fresh skincare products is almost entirely white ceramic bottles paired with pink outer boxes. It appears simple yet thoughtful in design—the weightiness of ceramic bottles, detailed embossed patterns on boxes, vintage text—all showcase understated luxury. Many consumers have stated that they were indeed attracted by its meticulous packaging design when purchasing Fresh products; only after using them did they realize their significant effects—this exemplifies how visual psychology drives consumer behavior.