Packaging and Merchandising Design - Exercises

21/04/25 - 13/05/25 (Week 1 - Week 4)
Andrea Choo Qin Hui (0366959)

Packaging and Merchandising Design / Bachelor of Design (Hons) in Creative Media

Exercises 

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INSTRUCTIONS

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EXERCISES

             ・Packaging Design Analysis : 

             We are tasked with choosing 4 products that have bad packaging and are easy to find in 

             stores. Each week for four weeks, we will look at one product and explain what’s wrong 

             with its packaging—like if it’s hard to use, looks unattractive, or is bad for the 

             environment. We’ll also check if the packaging matches what the product’s target 

             buyers want, and compare it to similar products to see what other brands are doing 

             better.

Week 1

Figure 1.1 Bihan Girly Makeup's Concealer

             ・Product Analysis : 

             Bihan Girly Makeup is a Malaysian owned-brand, selling various makeup products at a 

             affordable rate, but its packaging design presents several issues. The functionality is 

             for their concealer is limited, as the tube looks extremely stiff and the applicators seems

             imprecise which can definitely make usage difficult. 

             Visually, the packaging leans heavily into overly playful and girly themes with child-like

             packaging, which appears unprofessional compared to modern beauty trends. The art 

             of the packaging it has makes it seem like it's targeted towards kids, making it highly 

             unappealing for young adults and Gen-Zs to purchase and actually use. 

             ・Market Research : 

             Bihan Girly Makeup aims at millennials, young adults and makeup lovers who want 

             products that are both useful and look modern and stylish. This group prefers sleek, 

             trendy designs that feel minimalistic but also practical. But Bihan’s packaging looks too 

             playful and child-like, which might not match what young adults and Gen Z expect. 

             Because of this, the brand can seem less serious or attractive in a beauty market where 

             image and style are very important.

             ・Competitor Analysis : 

             Competitors like Judydoll, Skintific and Maybelline use sleek, clearly labeled tubes 

             with transparent packaging to show the color. Their branding is trendy and clean, 

             appealing to Gen Z and millennial buyers. 

Week 2

Figure 1.2 Torriden Dive In Multi Pad 

             ・Product Analysis : 

             Torriden is a Korean skincare brand known for its focus on deep hydration and simple 

             formulations. Although the container includes tweezers for hygienic pad removal.

             The overall look, while clean, may appear too clinical or plain, lacking the visual impact 

             needed to stand out on shelves or appeal to younger, trend-conscious users. 

             Additionally, the packaging does not offer a refillable option or clear sustainability 

             features, which may deter eco-conscious consumers.

             ・Market Research : 

             Torriden targets young adults, Gen Z and skincare lovers who follow TikTok trends who

             want products that work well on their skins. This group cares about both how products 

             look and their impact on the environment. Therefore, while Torriden’s clinical, 

             straightforward packaging fits its focus on effective skincare, it might not catch the eye 

             of trend-focused Gen Z shoppers who prefer bold, eye-catching and most especially 

             eco-friendly designs.

             ・Competitor Analysis : 

             Competitors like Round Lab, Abib, and Mediheal offer trendier, more eye-catching 
             packaging, with Mediheal including practical features like refill options. Round Lab 
             combines simplicity with a compact, travel-friendly design. In comparison, Torriden’s 
             packaging feels plainer and less innovative, making it harder to stand out on shelves.

Week 3

Figure 1.3 Lao Gan Ma Black Bean Chili Oil

             ・Product Analysis : 

             Lao Gan Ma is a popular brand of chili oil, originating from Guizhou Province is 

             instantly recognizable for its classic glass jar and bold red label. However, the 

             packaging presents several drawbacks that affect both convenience and consumer 

             appeal. 

             The glass jar, while sturdy, is heavy and fragile, making it less practical for shipping and

             everyday use. The screw-top metal lid can be difficult to open, especially if hands are 

             oily or wet-a common scenario given the product’s contents. Visually, the packaging is 

             iconic but may feel outdated, lacking the modern, eye-catching design that could attract

             younger or trend-focused shoppers. The label design does little to differentiate between 

             varieties, which can lead to confusion on crowded shelves. 

             Additionally, the packaging is not designed with sustainability in mind as the heavy 

             glass increases the product’s carbon footprint during transport. These factors may 

             discourage eco-conscious consumers and those seeking greater convenience from their 

             pantry staples.

             ・Market Research : 

             Lao Gan Ma mainly appeals to spice lovers, fans of Chinese food and most importantly 

             Chinese people who appreciate its authentic taste and familiar brand. While it is very 

             popular and trusted by older customers, the brand struggles to attract foreigners and 

             younger, trend-focused buyers who often look for convenience, modern packaging and 

             eco-friendly options. Without updating its design or improving product differentiation, 

             Lao Gan Ma risks missing out on a broader, more visually-driven market.

             ・Competitor Analysis : 

             In Malaysia, Lao Gan Ma is the top choice for chili oil, with almost no major 

             competitors. While there are some small local brands, none are as popular or easy to 

             find as Lao Gan Ma. Its unique taste, strong reputation, and wide availability make it 

             the favorite chili oil for most people, so it basically has the market to itself.

Week 4

Figure 1.4 Rare Beauty Soft Pinch Liquid Blush

             ・Product Analysis : 

             Rare Beauty is a makeup brand created by singer and actress Selena Gomez with the 

             goal of making her products accessible and inclusive for everyone. The packaging of 

             Rare Beauty’s liquid blush is sleek and easy to hold, with rounded shapes and a matte 

             finish that helps prevent slipping. It’s designed to be accessible, making it simple to 

             open and use. 

             However, many users have reported that the liquid blush tends to leak easily, which can

             cause a mess and make it difficult to carry around without spills. This leakage issue 

             reduces the product’s practicality for everyday use or when on the go, despite the 

             overall attractive and user-friendly design.

             ・Market Research : 

             Rare Beauty focuses on young adults, teenagers, and makeup fans who care about 

             inclusivity, easy-to-use products and attractive packaging. These customers are 

             influenced a lot by social media trends and celebrity endorsements and like products 

             that work well and will look good on them. While Rare Beauty’s simple and welcoming 

             design fits this group, problems like the blush leaking can make the product less 

             practical for people who want something easy to carry and use without mess.

             ・Competitor Analysis : 

             Brands like Fenty Beauty, Glossier and Charlotte Tilbury combine strong branding with

             trendy and leak-proof packaging that appeals to trend-conscious users. While Rare 

             Beauty stands out for its inclusive message and accessible design, packaging issues like 

             the leaking blush can impact its practicality compared to more reliable competitors.