The founders of Summer Fridays savvily opt for cornflower

The founders of Summer Fridays savvily opt for cornflower blue tube, ensuring it would immediately stand out from a sea of millennial pink attractiveness packaging. But the real pro decision here? They put it in an aluminum tube, a Instagram shelfie-savvy move if now there ever was one.

“The metal really stands out, ” claims Hewitt. “We wanted it for being this beautiful piece on your own beauty counter. We loved that regardless if it was used or if it was brand new, it still looked really good. With a lot of cheap tubes, when they start to turn into empty, they just look a little bit deflated. We wanted it to be photogenic. ”

It’s no secret that packaging is very important to consumers. Humans are hardwired to be drawn to things we come across attractive, so no matter how good the goop can be inside, the outside is often what makes us pick it up at first. A commonly shared statistic from the marketing world is that no less than one-third of consumer choices are depending on packaging.

It’s hard to pinpoint just what makes an aluminum tube so much more aesthetically pleasing than its uglier plastic counterparts or other designs of packaging, but I’m going to test because it’s a trend in beauty packaging at this point.

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