Packaging plays a major role in all the strategic marketing areas of product development, pricing, distribution and promotion. The traditional “four PS” of the marketing mix are related, but only packaging is complexly intertwined with all. 

STANTON (1981) defined packaging as “the general group of activities in product planning that involves designing and producing the container or wrapper for a product’, while dictionary of marketing (181) defines packaging as “the art of packing goods in efficient and attractive containers. 

The conventional purpose of packaging is to function as a container or wrapper fro product to save it from spillage or danger. 

Secondly, it serves as a vehicle that enables the product to be conveyed from the manufacturing point to the consumption point. Manufacturers by so doing have satisfied consumer`s desire by providing packaged goods that guarantees product protection. Packaging does not only protect the product but also is a tool of exhibition. 

The need for packaging and the development of packaging were caused by the fact that production and consumption took place at separate places and times. The division of labour meant that the produced goods had to be distributed and transported. Due to our climatic properties, even in the prehistoric ages some kind of storing vessels was needed to keep gathering crops. In this way the packaging become a link between production and consumption. 

Consequently, marketers have not only started according unprecedented recognition to the concept of packaging as a marketing instrument but have started using it extensively as one of the major variables that can be adjusted to, to be able to attract the consumer`s attention, especially in the self-service stores. Packaging as a marketing instrument plays a significant role. Cosmetics packaging trends are changing every day. Packaging has become more innovative as consumers demand convenience and performances in their cosmetic purchase. Manufacturers and marketers are challenged to deliver new innovative packaging that meets consumer`s needs at more affordable prices. 

In recent times, cosmetic industry has attracted a lot of new entrant especially local manufacturers and each of them came with his own brand into the market. They resolve to compete with any other brand in the market, whether local or foreign and also to force his own brand into the consumer`s shopping bag. Since the cosmetic industry is facing stiff completion in Nigeria, a lot has been written on traditional packaging, but emphasis have not been made on the need for an ideal modern packaging design on cosmetics. 

Nwokoye (1981) said “that for some product classes such as cosmetics, packaging and brand naming are major items of promotional strategy”. A well made product if not dressed in a function packaging often remain on the shelf of the seller. Moreover, it has opined and confirmed that eyes catching bright coloured packaging adorning the shelf of stores and shops promote sales.           

Therefore, in any competitive environment or situation like the cosmetic industry in Nigeria to get on with or ahead of the trend of activities the products must be packaged for high-impact visual selling. The Nigeria consumer though faced with scarcity of goods and limited choice can still select from variety of cosmetic products, both local and foreign.  The product and markets being ware of this competition, tries to enhance the future of their products by promoting them through innovative packaging designed with adequate information on them.