Abstract
There are two different points of view for the packaging aspect of the pharmaceutics market. On the one hand, we can consider that the aspect of the bottle or the container is not very important for the customer because it is not for pleasure that he buys it. Also the producer of the medicines will not consider the aesthetics and buy probably a High Density Polyethylene or HDPE bottle to satisfy a customer. Moreover, the HDPE aspect looks artificial and expresses a chemical image to the customer. So the image of the bottle corresponds to the image of medicines, whether it is artificial or chemical. On the other hand, the Polyethylene terephthalate or the PET has quite the same aspect as glass and medicines are usually stored in glass packaging. So the traditional substitute to the glass would be the PET which enables to see the product inside the packaging which is not the case with the HDPE. Pharmaceutical products don't need to attract the customers because it is not a product for pleasure but a necessity for the customer. So the packaging doesn't really have to be attractive for the customers. Moreover, the bottle is usually sold into a carton packaging so it is not viewable for the customer in the pharmacy. The problem is that the customer cannot clearly see the product with HDPE packaging and it matters for some customers who want to see before taking what the medicines will look like. It is reassuring for some of the customers as they do not want to have the impression that the manufacturer wanted to hide the product from him.
