White has always been synonymous with skincare packaging, for many brands. Marketers and package designers often say that white conveys “clean” and “clinical,” while giving consumers the impression that a product will be effective. This seems to be changing - and now there are lots of skin care products ‘dressed’ in black. Some skin care brands are choosing black to convey “luxury.” Or, it is being used for a new product in a line, to highlight a specific ingredient that happens to be black.