This study investigated how each generation perceives value in distinct attributes of cosmetic packaging and how these elements influence purchasing behavior. The objective was to understand the differences among Generation Z, Y, and X, enabling brands to align their packaging design with the generational profile of their target audience. The research employed both qualitative and quantitative methods to analyze visual, functional, and symbolic perceptions. The results show that Generation Z values innovation and differentiation, Generation Y seeks a balance between aesthetics and functionality, and Generation X prioritizes clarity and durability. The study concludes that packaging acts as a symbolic mediator between brand and consumer, reinforcing the need for segmented design strategies to enhance perceived value within the cosmetics market.