2010 : The Packaging War

In 2010, we saw a packaging war amongst companies trying to outdo each other. The biggest winner was perhaps Tony Moly, which packaging managed to attract consumers.


Which packaging did catch our eye in 2010? Read all about it.

Packaging is a huge deal in the cosmetics world. Etude House’s ‘MISSIN U’ series was a huge success due to only one factor – it’s packaging.

Available in two series – lip balm series and the hand cream series – which theme revolves around 4 endangered species – both series were an instant hit, selling out in both physical and online shops.


1) Etude House Missing U Hand Cream

2) Etude House MiniMe Scented Perfume Stick

3) Etude House Sweet Eye Cupcake Eyeshadow


Tony Moly’s fruit packaging was a huge hit – and a huge hit shouts imitation. Not soon after, Baviphat and chinese companies started copying the packaging. The ‘fruit packaging’ compromises of masks, creams, lip balms, peeling gels.

Tony Moly’s Ice-Cream Cone packaging was also a hit !

Tony Moly’s latest Cappucino-styled scrub.


Tony Moly’s Egg Pore Set

Tony Moly’s Egg Pore Soap – other brands such as Holika Holika also came up with their own version.

Baviphat’s packaging which greatly resembles Tony Moly :


We also loved It’s Skin Prestige Escargot Cream’s packaging :



Which packaging did you love in 2010? Share it with us here!


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0 thoughts on “2010 : The Packaging War”

  1. that ‘missin u’ packaging is adorable!!!
    guess i need to grab that when i get to visit etude house =P

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