Cosmetic Packaging - Audience

• Cosmetic packaging is made to reach a wide variety of audiences, e.g. men, women, children and older audiences
• Within these categories there are more audiences, e.g. within 'women' we can start to break it down into age groups, interests, price range, vegan/cruelty free etc

Lime crime is a vegan/cruelty free cosmetic brand and just by the packaging we can see that its target audience would be young women who like fun colours and fantastical elements.

MAC cosmetics on the other hand has a much more simple, clean packaging design. This makes the range appeal to a much wider audience and can imply that these products are good quality. Even the limited edition collections, which in turn appeal to more specific audiences, have fairly simple packaging.

I would assume that Paul & Joe cosmetics is aimed at a slightly older age range than something like Lime Crime. This is because of the colours, patterns and price range. However, what makes some of these products appeal to a wider audience, is the 'uniqueness' of the actual product - the cat shape lipstick (which wouldn't last forever) could make it much more sought out for by both younger and older audiences (as well as cat lovers).